If you long for reporters to read your emails, respond with an interview request, and ultimately put you and your business on the media map, you need a compelling pitch that is worthy of making headlines.
Women make up just 30% of expert sources quoted in the global news media, and we all know that’s mostly white, straight, cis women.
We all lose out when our media conversations don’t reflect the diversity of our communities and our country. Women experts, particularly women of color and folks in the LGBTQ+ community, are often less likely to put ourselves out there with PR for fear it won’t feel authentic or because of imposter syndrome. Other times we’ve tried, but we don’t see ourselves commanding the same authority (or prices) as our white male peers.
Yet, while it might be more comfortable to send out a press release that a more personal, targeted pitch, rarely does news coverage, particularly at the national level, stem from a single press release.