Research Meets News Instinct: PITCHING MEDIA
Pitching has always been equal parts research and intuition. The research is understanding who might be interested in your story and getting it to them in a way that makes their jobs easier to do. The intuition is crafting your pitch into a story that connects to current topics and events with each specific reporter.
Message Crafting: Pitch the trend not the product or service
Contrary to what many people still believe today, the majority of journalists in national business publications and broadcast outlets don’t cover new product releases. They report on trends, and at EMC we make it our business to be sure we understand (and sometimes predict) these trends and help you shape your message to make it part of the story.
Curating Your Media Universe
Pitching is no longer about databases. It’s about cultivating relationships with a few reporters in the particular space your company plays in and who trust that you will help them do their job better. Gone are the days when your media universe consisted of a dozen outlets “that mattered” and maybe a few key trade press. Today we need to consider online, print, broadcast, blogs, social, podcasts, and even influencers. There’s a lot of ground to cover and the “spray and pray” pitch blasts of the past often do more harm than good in today’s media market.
Because EMC takes the time to understand your company and its mission, we can better understand who is covering your space. We also do our media homework and put in the time to make connections in person with reporters.
Click here to read what real media and clients have to say about our pitching and the relationships we build.
Want to see why our pitching works so well? We take the time to meet reporters where they are and truly understand what they are looking for.
Hiawatha Bray, Tech Reporter, The Boston Globe
(For Evolv Technology) "“The last thing we want anyone doing is standing in line trying to get into the building or the ballpark,” said Pete Nesbit, the Senior VP of Ballpark Operations with the Red Sox. Fenway just ditched the old-fashioned metal detectors and upgraded to ‘Evolv Express Technology’ in April." WATCH HERE
(For CEIPAL) "From screening resumes, scheduling candidate interviews, and supporting onboarding, AI can help at each stage of the candidate experience, says Sameer Penakalapati, CEO at Ceipal, an AI-driven talent acquisition platform." READ MORE
(For Ubicept) "Computer vision could be a lot faster and better if we skip the concept of still frames and instead directly analyze the data stream from a camera. At least, that’s the theory that the newest brainchild spinning out of the MIT Media lab, Ubicept, is operating under." READ MORE
(For Crackerjack Communications client Interise) "The Streetwise MBA Program at Interise is focused on helping minority-owned and women-owned small businesses thrive...“When you take this course, on average, you're going to grow 36% after your first year,” Byers said. “ There isn't a business we don't affect, whether it's construction, whether it's green energy..." WATCH HERE
(For Willow) "...Lacy Garcia, Founder and CEO of Willow, joins ChedHER to discuss the most pressing financial issues impacting women today, and everything you need to know about prenups...” WATCH HERE
(For Ideasicle) "...When you limit the team to four people and strategically pick exactly who those people are, you will greatly accelerate idea generation, and have fun doing it.” READ MORE
(For PathCheck)"... Lots of new app ideas are emerging to track Covid-19, but each has issues around privacy, location accuracy and how much appeal it will have to the public and to health officials. "READ MORE
(For Crackerjack Communications client Interise) "While many executives and government leaders huddle with employees and talk about ramping up diversity among their contractors, it’s the ones who rigorously check the data and follow up who are doing things right, according to Boston-area nonprofit leaders, advocates and small business owners." READ MORE
(For College Guidance Network) "...consumers are going to be increasingly open to alternative pathways such as gap years, software training boot camps and shorter three-year online-only programs." .READ MORE
(For Scratch Marketing & Media Client Ovia Health) "Given the focus of our work at Ovia Health, passion is foundational rather than auxiliary, and the drive for equitable access to care is embedded in Ovia's products, in our culture, in the fundamentals of who we are." READ MORE
(For Sagewell Financial) "...If you have inflation and a recession combined together, it's a whole different beast," said Sam Zimmerman, CEO of Sagewell Financial, a banking company geared toward seniors. WATCH HERE