How many times have you been turned down by a journalist or influencer because your pitch just doesn't hit home? Writing an effective pitch can be vexing to the new PR pro, the seasoned Account Manager, and even the vice president of a public relations firm. So how can you improve your pitch to land spots in coveted publications?
Choose Your Target Carefully
Pitching not only requires refined writing skills, it requires you to really know who you're pitching. Do your research and tailor your approach. Read through articles they've written before and try to add a personable touch. Investigate how the journalist prefers to be pitched. Do they prefer a hard copy or can you shoot them an email?
Don't Be Afraid To Be Provocative
Eye catching subject lines are key. Sometimes a little provocatively is necessary. Don't be afraid of being cheeky every so often.
Be Concise
Be direct with the journalist. Introduce yourself and then get straight to the point. You have an idea that may be of interest to them so let them know from the get go. "I'm writing to you today because I have a product, service, idea, etc. that would interest your readers, viewers, or users" is a great opener. Destination pitching also needs to be immersive right off the bat. "Known for its stunning architecture, a plethora of top-notch restaurants, and art galleries aplenty, Charleston is one of the happiest, and most historic, places one can visit this fall." Have your reader yearning to visit. Journalists get hundreds of emails a day so don't waste their time.
Pitching for Specific Outlets Are Different
Pitching for television or for a publication are two different beasts. Learn to pitch for both. The length and detail are varied.
