Snagging Headlines with Strategic Media Pitching

NeoFirma is a software company with a great story to tell, but getting the word out is a challenge since the target audience is scattered across the country. In order to snag headlines across the nation in a timely and effective manner, I worked with the client to come up with a plan to streamline the media pitching process.

NeoFirma provides software as a service to small to mid-size exploration and energy companies. These companies use the software to import information into a mobile device or laptop while still in the field. Previously, they used a pen and paper to get the job done. Great story, right? We thought so.

Most of NeoFirma's clients are located in the Southern energy producing states. The pitching process began with reviewing the target areas and client lists. Names of reporters who cover energy and technology were generated using multiple databases, and some good old fashioned internet research.

The list was honed slightly when we cross referenced the information with the company's current client list. This was an important step. We knew reporters would want to localize the story for their area so we focused our efforts in the areas where the company already has clients.

A press release was developed and then the pitching began. We crafted an email to pique the interest of specific reporters, and followed-up with phone calls and emails. Once they got the gist of the story and showed interest we provided them with whatever they needed to get the story written - an interview with the president and clients in the area, logos, client lists, etc.

Stories have been picked up and printed in Texas, Oklahoma and Montana. The expansive news coverage adds content to NeoFirma's website, can be made available in a sales kit and e-blasts, and will be critical to stepping up coverage to national trade publications.