There is no master playbook or a one-size-fits all approach to a successful PR pitch, but there are several components that can help you adapt your outreach to meet your goals and objectives. No matter what you are promoting or who you’re trying to reach, there are certain elements all public relations professionals should consider when developing and executing a pitch.
Do your homework when developing your pitch list
Get to know the players. Spend time doing your research and identifying what reporters are writing about in your industry. Browse articles and read bylines to get a better sense of what they’re interested and what they’ve covered recently.
Build relationships. You want to be a credible source for the reporters you’re connecting with. Comment on their articles and follow them on social media. Give them what they need and don’t burden them with emails that are not relevant.
Pitch a story – not your client’s company
The goal is to figure out storylines that resonate with the audience of your target outlets while ensuring your clients’ key messages are coming through.
Position your story as part of a trending news topic that appeals to a broader audience. Leverage your client’s expertise as a thought leader in the space and offer spokespeople to further make your case. Preparing examples such as stats, metrics and third-party reports will help support your perspective and solidify your ideas. Make it hard for them to say no.
Think about:
- Who is this story about?
- Who is it relevant to – who is your target audience?
- What is happening?
- When and where is your story taking place?
- Why is this valuable? Why are you (or your client) doing this?
Also, be respectful of their right to make the decision and pass on a story. Remember, it’s all about the reporter and the outlet, not you or your client.
Concise subject line
Get to the point. Successful outreach starts with a subject line that grabs the reporter’s attention. Reporters are inundated with emails and phone calls while constantly working toward pressing deadlines. A pithy and succinct subject line that offers value will increase the chances they will read your pitch.
What’s your value-add?
Differentiate yourself from the competition. Demonstrate the significance of what you’re pitching and why it’s important to the reporter’s audience. What value does it provide? How does it relate to a current trend or breaking news story? How does it align with their recent coverage?
Never include attachments
Links to additional information is preferred. Bogging reporters down with lengthy attachments is surefire way to get your emails directed to their spam folders. If they want to dig deeper they will follow up. This way you can provide them with exactly what they need, instead of flooding them with too much information and expecting them to sift through it.
Spellcheck!
Pitches, and all communications you send, should always be free of spelling errors. No exceptions. It’s always helpful to have a second set of eyes on the final pitch prior to distribution.
Follow up
Every agency and PR professional has a different way to approach the cadence of the follow-up outreach, but regardless of preference, it is a vital part of the process. Generally speaking, after the initial email a phone call should follow in the coming days. When you speak to the reporter, get straight to your point. Recognizing they are always on deadline, it’s helpful to start with “Is now a good time?” Then quickly let them know what you’re calling about and that you want to gauge their interest. If it’s a yes, get them what they need. If no, you can ask for feedback as to why it’s not something they would cover.
If you can’t reach a reporter, avoid the temptation to call repeatedly. Pay attention to any clues as to why they are unavailable. For example, the reporter may be out of the office for a vacation, sick day or a work trip. When you leave a message, keep it short and concise.
Twitter can also be a helpful tool to gain insight into their availability. For example, it they tweet that they are on their way to SXSW, you know why they’re not answering. Also, many reporters prefer to communicate through direct messages on Twitter.
If you integrate these components into your strategy as you develop your pitch, it can help you, and your clients, secure results.