The Importance of News when Pitching the Media.
Psychologist and Senior Therapist Sally Baker on London Live with Deputy Head of News, James Dickman.
Discussing the UK governments plans to offer Ozempic to those who are overweight and unemployed.
When it comes to media relations, staying current with news and trending stories is essential to a successful strategy. Connecting news events to a pitch increases the relevance and the chance that it captures the attention of journalists. Journalists are inundated with countless daily submissions, and a timely story that resonates with what's happening in the world is far more likely to stand out. This strategy shows that you're not just offering a generic narrative but one that speaks directly to pressing issues affecting people at that moment. It demonstrates an understanding of the broader context in which your business and experiences exist, showing that you are engaged and passionate about the world around you.
Incorporating current news also builds credibility. By referencing relevant events, you’re showing up as an informed, authoritative voice, which helps foster trust with journalists and your audience. This credibility is crucial in a competitive landscape. When you align your pitch with ongoing conversations, you reinforce your expertise and commitment to the subjects that matter in your sector and personally as a human, showing that you genuinely care about contributing to the dialogue and people’s lives.
Furthermore, linking your pitches to current events enhances reader engagement. People are naturally drawn to content that feels relevant to their lives, and when you create connections to the news, you make it easier for your audience to understand the importance of your story or viewpoint. This relevance shows that you have a heart for the issues at hand and a genuine interest in how your work can positively impact a rapidly changing world.
The UN Climate Change Summit is just around the corner, and pitches for business leaders related to sustainability have a golden opportunity. If you’re selling an eco-friendly product, for example, contributing to the global conversation on climate change outside of your product shows you are genuinely passionate about environmental topics. You’re not just a gimmick or someone jumping on the bandwagon to release environmentally friendly products because it may be profitable for you. You're someone operating in this space because you genuinely care.
Showing your awareness and compassion for this topic above the promotion of your product demonstrates that you are genuine and conscious about environmental issues.
Another hot topic in the news gaining increasing attention is the mental health crisis in the UK; recent figures show that claims for mental health benefits have surged to record levels, with 400 people per day now applying for support - The Telegraph. This surpasses even the rates seen during the pandemic!
Experts from a wide array of fields, psychologists, personal trainers, spiritual leaders, HR professionals, marketing experts, and more, have valuable insights to offer, drawn from their work with clients and their own personal experiences. Many businesses also recognise mental health's profound impact on employees and customers. Connecting these observations to the broader conversation and incorporating how mental health issues affect your industry, community, or business gives the perfect formula for engagement with the media.
Current news stories in the UK highlight just how urgent this issue is. For example, Labour leader Keir Starmer has proposed a plan to expand access to the weight-loss drug Ozempic, offering it to those who are overweight and unemployed, aiming to tackle both obesity and its impact on unemployment. While this initiative may offer benefits, it raises significant concerns regarding the mental health impact of such drugs, which must be carefully considered. It’s a little poorly thought out, to say the least, and there’s potential for much better use of the £250 per month this would cost per patient. “Potentially treatment is for life”, as Sally Baker points out in her London Live interview with James Dickman.
This is where experts like our client Sally Baker, a senior therapist and psychologist, have stepped in. Sally has been able to highlight the dark side of Ozempic's impact on mental health, having worked with high-end clients who have experienced both the positive and negative effects of the drug. She’s also clued up on the actual costs and implications for the government.
By connecting her experiences, her clients (without naming them, as client confidentiality is of the utmost importance), and her knowledge on the topic, Sally has been able to go on the BBC, GB News, and most recently, London Live to offer valuable insight that not only helps people question the government’s decision but also helps people consider the other implications of Ozempic before taking the plunge in investing in skinny jabs for themselves.
Connecting the news with her expertise makes her relevant and timely and reveals her true character as someone who genuinely cares about the people she helps and the broader issues affecting them. And isn’t that the kind of therapist you'd want when life gets tough? It’s certainly a quality I’d like in someone I’m about to trust with my deepest concerns and personal issues. In my experience, genuine passion and care are hard to fake. Those who don’t honestly care struggle to stay relevant, so it's worth paying attention to those who use their heart in their PR.
