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Pitching the Media · Lesson 3 of 5

Types of Media Pitches

There are various types of media pitches that can connect a brand with potential coverage.

1 Learn the concept

There are various types of media pitches that can connect a brand with potential coverage. Different stories fit different formats: a product announcement, an expert comment, a human interest story or a response to a news event. This lesson explains the main types and when to use each.

A table of pitch types and when to use eachPITCH TYPESTypeUse it whenExampleNews pitchYou have timely newsA new local program launchesFeature pitchYou have a human storyA founder's journeyExpert pitchYou can comment on a topicA nutritionist on healthylunchesEvent pitchSomething visual is happeningA charity run
The type of pitch depends on the story and the outlet.

2 See it in action

  • Announcement: new product, hire or milestone.
  • Expert commentary: your view on a topic in the news.
  • Human interest: a story about people.
  • Data or research: original findings.

Worked example

Choosing the type

Situation: a gym is opening a free class for seniors.

Best type: a feature pitch about a 72-year-old member who started training last year.

Why: a human story is more memorable than an announcement.

Check: include a visual angle for the camera.

3 Study an example

Example scenario

A fitness studio pitches a human-interest story about a member who trained for a first race. A local outlet runs it because it is personal and timely.

4 Apply it and download

  1. Brainstorm three stories.
  2. Choose a pitch type for each.
  3. Pick the strongest.

Worksheet Media pitch template and press list trackerOpen, print or save as PDF

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