Pitching to Journalists? How to Make Your PR Pitch Perfect

We all make mistakes when pitching to journalists. It’s very easy to do. But what if you could perfect those same mistakes and make your pitch shine every time? In this guide on writing a great PR pitch, we’ll break down common pitfalls and show you how to craft a story that grabs attention and gets results. Let’s make your next PR pitch spectacular!

1. Too Much Info, Too Little Interest

We often overload a journalist with too much information that can easily tune them out. “Leave them wanting more” is a real thing and that’s exactly what we should be doing. Not throwing the kitchen sink at them.

Keeping it short, sweet and to the point is how we win and pique their curiosity! Let’s face it, if you can’t clearly and succinctly explain why they should be interested in your story, then you’re not clear enough on what your story is.

2. Timing is Everything

How about sending a health story at 5 PM on a Friday? Scary! Always keep in mind the timing when pitching to journalists.

We don’t believe in a magic number. Pitching a journalist at 11am isn’t the winning formula to getting their attention. However, think about how their week might be structured, at 5pm on a Friday are they going to be reading every email that arrives or focusing on that urgent story that needs filed before the weekend.

Don’t forget that journalism isn’t a 9-5 Monday to Friday job. Depending on what your story is weekends, bank holidays & Christmas could all be worth exploring.

3. The Personal Touch

Be personable and approachable. Customise every pitch to each journalist individually as if they were the only ones you send that pitch to. Always show how important they are to you and that you have done your research.

You need to have the journalist’s audience in mind; what do readers of The Express want to hear about versus readers of MailOnline. How should this impact who and what you’re pitching. You’re far better off spending your time personalising your story than sending out more generic emails.

It works every time!

4. The Follow-Up Dance

We can all agree how annoying it is when we don’t hear back once you send a pitch. It does happen to everyone. One thing to remember is to never be pushy when following up on that pitch you just sent. Always be polite when nudging, but don’t overdo it.

People have strong opinions on follow ups. “NEVER follow up” or “How many times have I had coverage after following up? Well, every time!” Our advice? Follow up once with a journalist. Don’t ring them to ask ‘have you seen my press release’. Pitching to journalists can be stressful, especially if you’re also facing internal or client pressures so don’t be afraid to follow up, but don’t be rude if it isn’t a story for them. They also have a job to do.

Remember, the connections you make in the process of finding the right journalist could last.

These might seem like small things, but fixing your media pitching mistakes in these four simple ways can be the difference between coverage and no coverage.

Are you still struggling to get through? We can help. Register and check out our marketplace to start pitching without the need for emails. We make sure that you know instantly if a journalist has opened, read, accepted, or rejected your pitch. It’s as simple as that!

Ready to level up your PR game? Let’s go.