PR pitching is a tough nut to crack. You know how vital media coverage is for your small business. But as someone with a super-small (or nonexistent) marketing team, tackling public relations yourself can feel like climbing Mount Everest in flip-flops. Almost half of journalists get at least 11 pitches daily – imagine the competition. We’re talking about 28% receiving 26+ pitches, according to Fractl research.
The good news is that PR pitching isn’t an impossible mission. With the right approach and a bit of grit, you can be successful at pitching journalists and getting those media wins without needing PR professionals on payroll.
Crafting Your Killer PR Pitches
First things first, you have to make sure you’re chasing the right stories. It’s tempting to pitch anything and everything, but a shotgun approach to your entire media database just screams spam. Ask yourself this: if a journalist hits ‘delete,’ would anyone even notice?
What Makes a Media Pitch Sing?
Industry experts say to look at a few key things when figuring out what makes PR pitches sing. When you’re pitching PR, consider if the story angle is a good one.
| Pitch Element | Explanation | Example |
|---|---|---|
| New & Current | Is it fresh news that’s relevant right now? | Think product launch versus last year’s sales figures. |
| Prominent? | Does it involve a well-known person, business, or event? | A local hero’s success story will generally resonate more than an unknown entrepreneur. |
| Emotional Response | Does it tug at the heartstrings, spark outrage, or inspire action? | A story about a company fighting for social justice will likely pack a bigger emotional punch than one about quarterly earnings. |
| Impact | Does it affect a significant number of people? | A cybersecurity breach impacting millions is more newsworthy than one affecting a handful of users. |
| Local Relevance | Does it resonate with the specific geographic area or readership of the outlet you’re targeting? | A story about a local restaurant opening its doors might not make national headlines but could be perfect for a neighborhood blog. |
Even if your story checks all those boxes, targeting the right journalists is key. Aimlessly blasting media pitches to generic inboxes? That’s like throwing darts with your eyes closed. You’re more likely to hit a ‘mark as spam’ button than land a feature.
Consider this – you’re pitching a groundbreaking new phone case to WIRED. You wouldn’t send it to their automotive reporter, would you? Nope, you’d go straight for the gadgets guru. Journalists have specialties, and knowing theirs means the difference between your email being read or eternally unread. Knowing how to identify relevant journalists for your email pitch will make your media pitching much more effective.
Writing PR Pitches: Less Robot, More You
With journalists drowning in a sea of email pitches (over 46% get bombarded daily with over eleven), it takes something special to stand out. Journalists are humans who are tired. Think like a journalist when writing your media pitch.
The Art of the Email Subject Line
This isn’t the place to write a novel. Keep your pitch email subject lines crisp, clear, and compelling, always hinting at the juicy story waiting inside. Journalists love a good story, so let them know you have one. This is your chance to really grab their attention with a great email subject.
Cut to the Chase
Time is precious, especially for journalists on a deadline. Skip the long-winded intros and cut to the chase. Frontload the good stuff – the who, what, where, when, why – and use short, snappy paragraphs to make your email scannable. And don’t forget a clear call to action.
Leveling Up Your PR Pitch Game
This is where you add that extra something to turn a decent PR pitch into one journalists can’t resist. How can you make your media pitch stand out and not be just another press release?
Offer Exclusives
Who doesn’t love a scoop? Let the journalist know they’re getting a first look at something big, making your story even more irresistible. Giving them a reason to cover your story before anyone else is a great way to get press coverage.
Become a Source
Go beyond pitching journalists about your own news stories. Position yourself as a go-to source for reporters and media outlets looking for insights within your industry. This is a good way to build media relations, even when you are not pitching them anything. When you do have a newsworthy story for them, they will be more likely to respond if you have an established relationship.
The Graceful No-Ghosting Follow-Up
Silence after sending your press release pitch email? Don’t panic. Following up shows you’re serious, not a phantom pitcher. There is research out there which says that sending a follow-up email increases your chances of a response by 2X. But remember, there’s a fine line between persistence and pesky.
Think of a good first date. You follow up once or twice, showing interest. But any more than that? Creepy. Keep your follow-ups brief and valuable, maybe including a new stat or angle about your story. If they don’t respond, don’t take it personally and just move on to your media list of relevant media contacts.
FAQs about PR Pitching
What is PR pitching?
Think of it as sending a compelling message about your business to journalists and media professionals. The goal? Convince them your story is exciting and relevant enough to share with their audience. Think of it as “selling” your news in a way. It’s all about crafting a narrative that hooks their interest and makes them think, “My readers need to hear this.”
How do you write a good PR pitch?
Think of your target journalist and what they find newsworthy. Why did you pick them specifically for this story? Your media pitch should be personalized, concise, and exciting. A compelling subject line, a clear call to action, and maybe an exclusive offer or expert source thrown in are great tools for a good press release.
How long are PR pitches?
Think bite-sized, not a five-course meal. Keep it short – around 250 words, ideally. Journalists get bombarded daily with media pitches and usually just scan them. If it’s too long, they’ll likely hit delete.
Conclusion
PR pitching as a small business without a dedicated PR team can be an adventure, but remember, public relations is a long game. This isn’t about quick hits but building relationships that turn journalists into advocates for your brand. Stay true to your voice, your story, and be patient. You never know when those ‘no’s’ turn into a resounding ‘YES.’ that takes your business to a whole new level.
