How To Maximize Your PR Pitches
by Kelly Ehlers
Originally published on Forbes.com
Powerful stories boost brand awareness. Whether it's a magazine feature or a vibrant Instagram photo, stories build bridges with audiences in ways that go beyond the reach of traditional marketing and advertising. To maximize these audience connections and get brand coverage from good storytellers, it helps to have an effective PR strategy.
While there are various types of PR strategies, this approach boils down to pitching — the seed of storytelling. The best pitches sprout from an idea and grow into coverage such as the segment on your local TV news station. Such coverage allows audiences to "see" and "feel" your brand through a medium other than traditional ads and social media posts, and as a result, many will connect with your brand emotionally.
Although these opportunities are invaluable, it's no secret that journalists and producers are flooded with pitches for interview opportunities to product reviews. How does a PR professional distinguish their pitch from another? Here are a few tips to elevate your pitches and ultimately generate impactful stories that build brand awareness.
Keep It Clear
Stress and confusion are a PR professional's worst nightmare. In exchanges with clients or journalists, clarity and the burden of communication should 100% fall on the PR expert. At my agency, we strive to keep our pitches concise and organized, as the contrary is much more likely to be trashed than responded to. You can often improve your pitches by cutting down the length, as fewer words mean a quicker read.
However, this also requires balance. I've seen short pitches be passed over as well for lacking the information a journalist needs. Clarity prevails over word count, and an effective pitch requires a flow of information that is simple and clear. Include an introduction and brief background, and then a request to allow the recipient to make a quick decision on the pitch.
Know The Who
Even if a pitch is laid out beautifully with a clear direction and request, it can all be for nothing if it lands in the wrong inbox. Determine who is the best person to pitch, and where your pitch will go after they've received it, so you know what information you should include and what direction the story may take in the hands of this publisher.
An easy mistake to avoid is sending an email to someone in the wrong designated market area. If the information is for the Dallas market, there's no point pitching the Houston market. Moreover, it is essential to know the job titles and roles of the journalists you're contacting to understand how the pitch might be read or forwarded at the organization. For example, pitching the senior editor may require a slightly different tone than pitching a reporter.
Offer The Why
At the core of every story is a "why" — why this story is relevant or important to the audience. In my experience, without supplying that "why" in a pitch, journalists are less likely to transform it into a published work. Some professionals think the "why" has to be deeply philosophical, and although it can be, something as simple as sharing why the story is relevant to the journalist's coverage area can be a winner.
The addition of "why" gives the reporter a greater opportunity to see the story, take the hook and jump on your connection to their readers. Help them see the point of the story or the appeal for their audience by drawing clear connections and providing the details they need.
While there isn't an exact science to pitching — changing relationships with writers will shift your process — the elements of clarity, informed outreach and providing a clear "why" can consistently deliver success in your outreach and strengthen brand awareness.