Anyone who pitches to the media knows there’s one major outcome that defines success: the placement. What makes a marketer great at crafting a story pitch that is compelling enough to result in a media placement? Many marketers would argue it’s the subject line, which has to be eye-catching, and engaging. Others would argue it’s all about the research and the relationship-building; making a sincere connection. In truth, both of these things will result in your pitching success, but there is one more key component that journalists are looking for in a pitch: metrics.
Which metrics are the most important when pitching the media?
It depends on the story your company has to tell. When pitching, the value of the message, product or app is already very obvious to you… and only you. This value must come clearly to the recipient when pitching news to media outlets.
To create a compelling message, you should put your focus on what journalists want. The inclusion of numbers, statistics and other metrics in your pitch not only gives journalists rock-solid information to draw conclusions from, but also boosts your credibility. In fact, “60 percent of reporters believe the public values facts over opinions or feelings” (Cision State of the Media Report, 2017). Metrics display transparency, and some of the most valuable are:
- Amount of users on your platform/enrolling in your services
- Number of paying customers
- Time users spend using a product
- App developers: metrics on engagement (i.e., downloads, daily active users)
Now, there are many more metrics you can choose from to promote your organization, so pick the most valuable ones. If you’re looking for a more streamlined method of outlining essential information when pitching the media, take a look at our tools on OnePitch to get your story in front of the most relevant journalists in your industry.