PR pitching tips #1 and #2
When pitching to journos, think ‘ASAP’ – as soon as possible AND as short as possible.
Pitches under 90 words are the most successful. That’s not a lot. So you really need to pick and choose the most compelling part of your story.
And always lead with the negative.
Sorry. But even though you might hear that people want positive stories, it’s the negative ones that land.
PR pitching tips #3 and #4
When pitching to journos, remember – the solution only makes sense in the context of the problem. What problem are you trying to solve? That’s where your story lies.
And focus on people, not products. Share your personal story, or tales from others in your company. That’s way more interesting than just banging on about products.
PR pitching tips #5 and #6
When pitching a story, ask yourself: Is it truly interesting? The “pub test” is a good gauge – would you chat about this with your friends at the pub?
Nationals and radio look for stories that spark that organic conversation. If it’s not engaging enough for pub chat, it likely won’t captivate readers or listeners.
Also, find a hook that makes your pitch timely and relevant right now. Why should they cover this story at this moment? Highlight that urgency in your pitch to pique their interest.
PR pitching tips #7 and #8
When pitching, don’t just monitor mainstream media – keep tabs on Reddit, social platforms, and newsletters. That’s where real people have real conversations.
Remember, you can’t strong-arm journalists. PR pros aren’t the mafia. It all comes down to the strength of your story.
If you’ve got a good story that people are already discussing, it’s more likely to land with journalists.
PR pitching tips #9 and #10
When pitching, consider the outlet’s political leaning – it shapes coverage beyond just politics. Their slant affects how they report on health, economics. Most things in fact.
Understand their ideological position to better angle your story and messaging.
Also, use research and data to increase your pitch’s appeal. Journalists love hard numbers, whether from surveys, FOI requests, or academic partners. Packaging your key points with compelling data can seriously help grab attention.
Fancy some help pitching from a B2B PR and media relations agency that knows the score? Drop us a line.
By Katie Chodosh, Head of Media Relations at Definition
Ready to tell your company’s story? Get in touch.