I try to steer all clients in this direction. A media pitch should never be about the product or the company, but rather why you are the expert on an issue and how your product addresses the problem. Your expertise on the topic you will be discussing should always be in the forefront. It all comes down to building credibility – not only with the audience, but also with the media. Editors, reporters and producers are interested in what you can do to inform and entertain their audience with a story that is relevant, timely and targeted.
There are very few guarantees in PR, but one thing I can guarantee is that pitching your product or service exclusively will garnish you exactly zero media coverage. So next time you approach the media, introduce yourself as an expert on your topic and communicate precisely how your story would fit or why you think their audience would be interested in what you have to say.