Perfecting a pitch


Building relationships with journalists is the crux of any PR’s career and makes the difference between sporadic and reliable coverage.

Producing a well-honed pitch is essential if you want to get your story out there. Here are some simple steps to nailing that ‘perfect pitch’.

Brevity is a virtue

Journalists have incredible demands on their time, so being brief is essential. Besides, you don’t want to give everything away up front – creating intrigue is a great way to generate interest and promote further conversation.

Be clear and to the point, with the essential information presented in one to two sentences. Use stats wherever possible to back up your statements.

Link it up

Any journalist worth their salt is a great researcher. While being brief, you can still provide hyperlinks to addition information so that they can draw their own conclusions.

Share previous coverage to raise a brand’s profile and show that similar titles have shared an interest in your client or their product in the past.

Know the news

Jumping on the back of a news story is a classic, but for very good reasons. If a story has just broken that relates to your story, client or a product, then use it.

This is a great ‘in’ that will help the journalist to envisage how the story may play out. Furthermore, they may be planning their own piece around the latest development in a particular story, and therefore may be able to incorporate your angle.

Be yourself

PR professionals don’t always have the best reputation with journalists. Bombarding them with calls and emails won’t endear you to them, nor will being overly familiar when they don’t know you.

Be aware that their time is precious but don’t be afraid to introduce yourself properly, have a chat or make a joke. Gauge each situation independently and always look to forge a new relationship wherever possible.


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