How to Craft a Better Pitch


As public relations professionals, we always strive to deliver results for our clients. It’s no secret that earned media coverage in a reputable publication holds more weight with audiences than advertising and other types of paid media. However, earned media is also a lot more difficult to secure. Finding a newsworthy angle, crafting a compelling pitch, and sending it to the right journalists can sometimes challenge even the most experienced PR pros.

The following tips will help you craft a better pitch to successfully secure earned media for your clients:

Be Concise
Try to keep your pitch emails no longer than two or three short paragraphs. When introducing your client, make sure your pitch coherently answers the five Ws: who, what, when, where, and why. Remember that reporters receive dozens, if not hundreds of pitches a day. So, overwhelming them with extra text is the best way to make them lose interest.

Consider the Audience
Don’t forget to research the publication you are reaching out to prior to drafting your pitch. Besides understanding the journalist’s specific beat and expertise, it is important to know who they write for. Think about your pitch from their point of view. Why does it matter to their readers or viewers? How can they benefit from your story? If you can’t answer these questions, you may want to try your luck elsewhere.

Make it Personal
Few things turn journalists off more than a generalized pitch that was sent out to a massive email list with hundreds of other reporters. To make your email more personal, address the journalist by their name. Take a look at some of their recent articles and tell them why you think your story can be a good fit for them.

Include a Call to Action
Don’t forget to include a clear call to action at the end of your pitch email. Tell the journalists what you would like them to do next. Whether you’d like to schedule a brief call to provide them with more details, invite them to a launch event, or connect them with an expert for a face-to-face interview, make sure to let them know how to get in touch with you and move forward with the story.

Even the most exciting story can go unnoticed when the pitch is not crafted with the specific journalist and audience in mind. Take time to carefully draft each of your pitch emails so that you can achieve better results for your clients.

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