A pitch? Or a press release?
A PR pitch is different from a press release because it is shorter, offers a story idea rather than the story itself, and is sent to a specific journalist rather than in a blast email or via an online press distribution service.
We've put together our top tips to help you make the perfect pitch.
1. Make it newsworthy
Ask yourself where is the news hook in your story?
What makes the story interesting to the readers or viewers? Uncover the hook and use it in your pitch.
Newsworthy often means timely, unique, helpful, or something that uncovers a larger trend.
2. Keep it short
Make your pitch catchy and relevant to the reporter you are reaching out to in the first few lines. Reporters work on tight deadlines and receive hundreds of emails each day so make sure yours stands out!
Stick to the basics and try to keep it to 2 paragraphs.
3. Keep it simple
Avoid getting lost in industry jargon or by attempting to describe your technology. The goal is to catch the reporter’s interest with a news angle so that they will contact you looking for more information.
4. Reach out to relevant reporters
Build your reporter database over time and make an effort to know what each particular reporter prefers to write about. Remember, you are sending your pitch to a select group of reporters that you think will be interested in the story. Be sure to send emails individually rather than mass mailing. You're building relationships with each contact.
5. Pick up the phone
Some might think calling a reporter could be intimidating. A brief personal courteous phone call to follow up your email is a great way to follow up. By speaking directly with the reporter you have the potential to influence the upcoming story and even possibly spark interest in a new one.
6. Meet with reporters
Similar to the sales process, there is no substitute for in-person meetings. Meeting personally shows reporters you value the relationship you've developed with them and it helps keep you top of mind when they are looking for sources.
Know your company’s story, including what makes you different, and practice rehearsing it in a simple and repeatable way.
Benefits of a good PR pitch
Earning recognition attracts investors and customers, elevates your image, and builds your brand at a fraction of the cost of most other marketing efforts.
Are you ready to kick off your PR plan? You can find other great tips in our e-book, Creating the Perfect PR Plan: How to Make it Happen.