How do we get our brands noticed and our stories heard?
After nearly 10 years in the industry, I’ve witnessed the good, the bad and the ugly when it comes to PR pitching. According to TrendKite, there are five PR professionals for every one journalist. This means it’s more important now than ever that we learn how to differentiate ourselves and stand out in the crowd.
I’ve compiled some of the best tips I’ve learned throughout the years that will help you perfect your pitch and up your PR game.
1. Know who you’re pitching:
Writers, producers, reporters, etc., are inundated with emails and story ideas daily and you can bet that they don’t see them all. You know what emails they’re definitely not reading? The emails that start with “Hi there,”. At the VERY minimum incorporate, their name, their beat and the publication in the email.
2. Templates are NOT your best friend.
I understand why you might think so, they save you time but it won’t win you the story. Templates have “copy and paste” written all over them and the recipient will notice. Our success comes from the responses, not how many emails we can send, so you’ll benefit from this slower approach.
3. Know why your pitch is relevant.
Most pitches simply boast about a new product/service but without connecting the dots, chances are the recipient won’t care. Tell them exactly why the story is relevant to them.
4. Don’t BCC!!!!
If you’re following number 1 on the list, this shouldn’t be an issue but this is an amateur mistake and will reek of generalization.
5. Use social media to your advantage.
This is one of the easiest ways to build a connection with someone you’re hoping to work with. Find them on LinkedIn or Instagram and let the creeping begin. They’ll be more likely to respond to you if they can put a face to the name…and you have a better chance of getting into the good books when you can remember their daughters name!
6. Get to the point.
You don’t have all day and neither do they. Make sure your email is friendly, short, clear and concise, providing the information needed. Try to avoid attachments and links in the first email communication (chances are they wont get opened. When have you opened an attachment from an unknown source? … exactly 🙂 )
Try implementing these tips into your next pitch and I can guarantee you a better response rate. Doing things the right way takes time, so I always recommend splitting your pitch up over a few days so your work doesn’t feel repetitive and you can complete other tasks in between.
Image source is businesscollective.com