The media doesn’t serve you — they serve their readers, listeners and viewers. When you pitch the media you have to think about how you will provide value to the media’s audience, but first you have to know who that audience is. It’s always important to familiarize yourself with the publication or program before you pitch. You don’t want to waste your time, nor the media’s, by creating and sending a pitch that will have no relevance to the outlet’s readers or viewers.

Tip: Try closing your pitch with a “teaser” designed to show the practical advice you or your client will provide.