We have covered so much on this blog over the past few months, so there is so much to look at! (we have covered your ideal client, researching the media, finding the right journalist, journorequest, planning your PR to be consistent… you name it we have covered it!)
But ultimately when you bring it all together it’s all about actually pitching for opportunities and putting yourself out there, whatever they may be.
In PR, pitching is the foundation.
It involves you looking for clients, looking for opportunities, looking for places to go and share your message, your expertise and your story (that could be in someone’s Facebook group, a podcast, the media, speaking at an event/online networking).
There are loads of ways you can get yourself out there and speak to other people’s audiences which is what PR is all about! And by doing so, you get an endorsement of them saying that you’re good at what you do and that you’re worth listening to – and who doesn’t want that?!?
Pitching is where it all comes together – it’s where you actually ask for the opportunity.
Of course with all PR opportunities, you’re not paying to be featured, instead you’re asking to be featured through the relationships you have built, the pitch that you have put together and the expertise you have built up over years / or the product that you’ve designed and developed.
I know the thought of it can sound very daunting…. we are nervous to ask for what we want and we are nervous to put ourselves out there and potentially get a “no”.
But ultimately if we don’t ask, we don’t get – that’s one of my sayings in life!
So if we’re going to make an ask then let’s make sure it is the best ask that we can make so that we can maximise our chances of getting a yes!
That is exactly what today’s blog is about. So let’s dive in!
1. Make sure you are pitching to the right person
I know that can seem a bit obvious! But particularly with the media when you’ve got lots of different contacts who cover different sections, you need to make sure you’ve done your research so you can pitch to the right person and you have the right contact details (a lot of journalists details you can find online and on Twitter).
When you contact them, please make sure you get their name right! Make it a personalised email pitch directed at them – not a bog standard general pitch that is clearly a copy and paste.
You also need to make sure that what you’re pitching is the sort of thing that they’re interested in – and that’s the same with anything! If it’s a podcast make sure you listen to the podcast, if it’s a Facebook group make sure you are in the Facebook group and you’ve been active in there.
Missing this key first step out makes pitching a lot more difficult.
Right story – right contact – right details.
2. Make it clear what you are pitching for with your email subject line
If you think about journalists who have emails scrolling up their screen throughout the day – you need to make yours stand out. You need to grab their attention as much as you can within that short window with the subject line. You don’t need puns or any clever plays on words – be straight forward and to the point so they can see what it is.
- Make it obvious what you are pitching for. If you are pitching for a specific opportunity such as a section/feature make that very clear in the headline. E.g. SUBJ LINE: Xmas Gift Guide
- Next up is the area for you to include what it is you are actually pitching for that section. Don’t use brand names unless they are likely to know it, otherwise you are wasting vital space needed for words that are required for them to understand what your pitch is about. E.g SUBJ LINE: Xmas Gift Guide: Designer Dog Beds
3. Make it clear why you are the right person for the opportunity
At this point you have sent the right email to the right person, you have captured their attention with your subject line, now you need to give them the required information within the email pitch.
You will say who you are, what you are, what you do and will then match yourself as close as you can to the opportunity. So basically you are putting together a pitch that will summarise why you are the right person. (This is where your media bio is priceless!)
Within 2-3 paragraphs you will make it really clear:
- What you are pitching for
- Why you?
- How they can contact you for further information
If relevant attach an image (not bigger than 1MB)
This will make it as easy as possible to get a “Yes!”
Should you follow up?
You should definitely always follow up, but how long should you leave it?
I would recommend a few days, as let’s be honest we all miss emails! You can send a follow up email asking if they require any further information or images.
Be proactive! You put the effort into the pitch in the first place, don’t let it get missed.
To see my live video talking about How to Pitch click here.
📣 And if you want to work with me 1:1 on this to get your PR strategy nailed, and get those powerful pitches ready to go to the perfect person, sign up for my 2-hour Cheerleader PR Strategy Sessions 📣.
Book now here.
