Good public relations is foundational to any good business. But most entrepreneurs know very little about public relations and how it has shifted over the years — and even less about how to actually pitch a story to members of the media.

Unfortunately, sitting back and waiting for your product or project to be discovered isn’t going to work. You’ve got to pitch it the right way to the right person at the right time — or risk being ignored. But don’t make the mistake of thinking that pitching a story is a once-and-done endeavor. It’s a process — one that takes time, effort, and lots of work.

Here are seven ways you can write the perfect pitch.

Write A Great Headline. This is the first thing the editor will see, so make it irresistible. Don’t just write whatever comes to mind. Instead, sit down and really think about what will grab attention. But …

Keep It Familiar. Don’t go too far off-road. The best stories are familiar but unexpected. Why? They’re relatable — but different and intriguing enough to keep us interested.

Demonstrate Your Abilities. Reputation matters. If you’ve been featured anywhere, include that in a short paragraph at the beginning or end of your pitch. If you haven’t been featured anywhere, showcase statistics or even your alma mater.

Use Your Friends. Relationships with editors are key. They’re the gateway to their newsroom. Even if you don’t know them personally, address them by name. It’s a great way to cut through the noise of anonymous blast pitches.

Keep It Concise. If your pitch is too long, it’ll get deleted. Fast. Editors are too busy to wade through anything more than two or three short, well-written paragraphs.

Have A Specific Angle. Why is your pitch worth pursuing by this publication at this time? Make it clear. No editor will ruin his or her reputation by publishing something that’s not newsworthy. If you can tie your pitch to something new and interesting, you’ll have a better chance of getting attention.

Be Engaging. Write in your own voice — not the voice you think will get published. If you’re authentic, your intended recipient will be more likely to relate to you and your writing will be more likely to resonate.

Writing the perfect pitch takes careful time and attention. And it just so happens that JFG has been on both sides of the earned media coin — we’ve been able to write successful pitches on behalf of our clients because our team has firsthand newsroom experience. When you’re ready to pitch your article, contact the team at JFG. We’ll be happy to help you get the exposure you deserve!