Today, journalists share content across multiple channels- print, digital, social, broadcast – and the story they tell differs from platform to platform.  When pitching, be mindful that journalists will now consider how your content will play out across all different formats.

Enter the multichannel pitch.

Here’s what you need to consider when putting a multichannel pitch together:

Know the Audience

It just never gets any easier: It’s no longer enough to know the journalist and understand that journalist’s audience. For example, you’re going to pitch a writer at the national daily Globe and Mail differently than you would the producers of CBC’s Toronto-focused Metro Morning – that’s a given. But now you also need to consider any demographic differences between Metro Morning’s live radio audience, its Facebook audience and its Twitter audience, and what they’re going to expect from news shared on those platforms.

As journalist Steve Ladurantaye points out, “The story we tell on the CBC’s website is different than the story told on Twitter, which is vastly different than how a story will be shared on Snapchat.”

Familiarize yourself with the followers of the publication you are pitching to and discover what content they like and how they engage with it.

Use multimedia

Including visuals with your pitch allows journalists to see how your story can play out on multiple channels. Add a powerful image to your pitch to demonstrate how this can help drive engagement on Twitter. Send a short video with your pitch to illustrate how your story will work on Facebook Live or Snapchat.

Mary Vallis, Life Editor for the Toronto Star, advises, “Be willing to step outside your format in order to meet my format.”

Learn more about optimizing your multimedia for different social media platforms here.

Don’t forget traditional methods

While we focus on the way we tell stories on digital and social channels, it’s important that traditional methods of pitching are not overlooked. A concise and focused email pitch with bullet points and a DropBox link to multimedia assets is a tried and true method of getting your story in front of journalists. A newswire service is another trusted source of information for journalists. Even if your relationships with journalists are still being established, when your pitch points back to a news release on CNW, they’ll know it comes from a credible source.

To take a deeper look at achieving earned media, download CNW’s white paper, The Earned Media Domino Effect.


About Amy-Louise Tracey

Amy-Louise Tracey is the Communications Manager at CNW Group. Follow her @AmyLouiseTracey.

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