Is your PR pitch working?

Crafting a pitch to a journalist may seem easy, but getting it wrong can jeopardise your chances of getting an incredible piece of coverage.

There are basic rules to keep in mind:

Target the right journalist

Take. it. slow. Instead of a spray-and-pray approach, make sure each journalist you contact will have a seemingly genuine interest. Research the media outlet as well as the writer – find out what they cover, and who the audience is to make sure you meet those requirements.

Recognise their pressures

Journalists are inundated with hundreds of pitches every day. With inboxes bursting, they do not have the time to reply to each and every one. Don’t be afraid to follow up in case your email has been missed, but learn to graciously move on if you hear nothing back!

Understand how it works

The journalist may love your topic, BUT may also need the buy-in from their editor. Sometimes the stars don’t align. Even having the initial conversation can be a foot in the door for future opportunities.

Lay off the demands

Internal pressures on PRs can mean there is a need to know when coverage will appear, how many pages/links etc. and even a need to have key messages, images or video included – tread carefully and understand that most journalists will try to help, but ultimately with free editorial you do not have control over the final piece.

Be clear and concise

Explain in 1-2 paragraphs what the story is, and why it would be of interest to their readers. Capturing attention and standing out is important, but so is having the information and sources instantly available.

Have materials to support your story

Images, video, headshots, b-roll, spokesperson bio – what will the journalist need to bring the story to life? Add them to a google doc link and make it super easy for them to access all in one place.

Think like a journalist

Your email should not look like sales copy! A PR approach is to present the brand’s news in a wider context. Keep an eye on the news agenda, and find where your brand fits in.

Don’t just take our word for it..! Here are some of the latest musing from journalists: