By Danny Cavanaugh
Pitching newsworthy stories to the media is essential for any PR pro. Whether you’re trying to give your organization an edge by winning over a journalist for the story you want, or you’re trying to promote your client within the local news, pitches are key in the daily life of a PR pro.
With that said, how many pitches do journalists receive every day? According to Nicole Fallon Taylor, she received “an average of 23 per workday,” prdaily.com. This is unfortunate because of how saturated journalist’s emails are becoming.
So, the big question is how can we get our pitch recognized, and not just thrown out?
First of all, make sure what you are pitching is newsworthy. In other words, is the audience going to be interested in your particular story? If your story isn’t newsworthy, the journalist won’t waste their time with you again.
Secondly, make the pitch personalized. Often times when you try to build a relationship with journalists and mention their name in the subject line, you will have a better chance of getting your pitch recognized. There’s nothing worse than saying “to whom it may concern.” That’s bad PR.
Lastly, be creative! According to Taylor, the pitches she accepted didn’t say the same old thing as everyone else. The one’s she accepted had a different outlook on a story, or a whole new perspective that was interesting.
Just remember, as a PR pro you will write pitches in your career. Have fun with them, make them personalized, newsworthy, and be creative! There’s nothing worse than a bland, non-relevant pitch!