Just in the same way when you approach anyone, there is no one size fits all. Everyone and every situation is slightly different. This is also the true of media. Over time, just like a good friend you develop relationships and learn best how each individual works and equally what works for you.
That said, there are some basic frameworks and steps to follow that will help you on your way to mastering the art of a good pitch.
It’s important when you’re pitching anything to anyone (especially media) that you’re concise and led by the ability to provide value. You can’t pitch well without giving. And attempting to pitch by asking someone to do something for you, that will benefit you is the most common mistake made when pitching. A great PR pitch is one that is solution based for the recipient and one that is centred in value.
You can use my The PR Pitch Formula as a framework to create a compelling pitch that is thoughtful, giving and above all driven by the ability to answer the question, ‘what have you got that they want?’ You can also transfer The PR Pitch Formula to almost any situation where you’re requesting for an opportunity to be considered.
The Perfect Pitch Ingredients
Step 01: WHO
Personalise your pitch by name and find out exactly who you’re pitching to. Start by getting insanely familiar with the publication/media outlet you’re reaching out to. Know the type of content they usually place. Take time and genuine care to research.
Step 02: WHAT
Get clear on what you’re pitching. What makes it unique and interesting and worthy of editorial. Dig deep and find facts, consumer insights, trend forecasts to ensure that you’re pitching with value and know your story angle/s.
Step 03: WHEN
Make sure you know when the publication is syndicated. How often? What time? As well as that have clarity on content frequency – timing is everything when you reach out to media. It’s important to consider when it will be most favourable for them to receive ideas for editorial consideration. Be sure not to pitch when they’re on deadline.
Step 04: WHERE
It’s not enough to know that the topic is of interest, you must also take time to consider if realistically what you’re asking could be placed and where exactly.
Step 05: HOW
We’ll cover this in The PR Pitch formula, but the best way to pitch is always with value in mind. Consider what YOU can give that they might want, not what the journalist can give you.
What do you do?
- It can be hard to communicate value unless you know how to answer clearly what it is that you do. Answering this is kind of like an elevator pitch and should be one centred in value.
- Use value as the North Star for when you pitch to media or any potential opportunity you wish to be considered for, be it a sponsorship opportunity, collaboration or even employment. This themes as the guiding them in pitching is transferable to almost any pitching scenario.
Words by Jade Roberts
raraPR Founder and Creative Director
raraPR is above all the sum of people who together help build brands and share stories. We are present in our determination to make a positive difference to the world by representing individuals and businesses that are doing good. We are an extension of the personal stories within us, those that we exist for and those within you that need to be heard.
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