You’ve opened a location, introduced a service or planned an event, and you want people to hear about it. Before pitching the news, ask what someone outside the business would find useful or interesting about the story.
That question gives the announcement a direction. It helps you identify the audience, the angle and the information needed to support it.
Find the detail that makes the story specific
Start with what has changed and why it matters. A restaurant opening might have a connection to the neighborhood, an unusual concept or a founder whose background explains the menu. A business expansion might respond to a specific community need.
Use details you can verify. Avoid adding broad claims about being the first, best or only unless you have reliable support. A concrete explanation of the business can be more useful than an ambitious description that doesn’t say much.
Think about the publication’s audience
Read the outlet you’re considering. Look at the subjects it covers, the level of detail it uses and who would find those stories relevant.
A local opening might suit a neighborhood publication. A founder’s experience may fit a business story. Choose an angle that matches the audience instead of sending the same general announcement everywhere.
Be clear about why you’re approaching that publication. Keep the explanation grounded in its coverage rather than adding a vague compliment.
Prepare the facts and access
Gather the basics before outreach: correct names and titles, confirmed dates, relevant background and approved images. Know who can speak about the story and when they’re available.
If information is still changing, resolve what you can before pitching. Tell the communications team about timing restrictions or details that aren’t ready to be public. Everyone involved should understand what can be shared.
Keep the pitch focused
Explain the news, its relevance and the supporting material you can provide. Offer an interview or additional information when appropriate. Give the recipient enough context to assess the idea without requiring them to work through a long company history.
Editorial coverage is a decision made by the outlet. Plan your own website, email and social communications as well, so your business has a way to share the announcement regardless of the response to a pitch.
At GetRANKD, we help businesses identify the story, develop the message and connect PR planning with the rest of their marketing.
Have news to share? Let’s talk about the story behind it and who it could matter to.