Working Girl How To: Pitch and Be Heard
One of the most exhilarating and integral parts of PR is the pitching process. However, crafting a sound pitch for your client is only the first step – strategically figuring out which media outlets to pitch is the second, most important, step.
At That Working Girl, I receive upwards of 8-10 pitches a day from various brands, freelancers and media outlets hoping to contribute their product or thought leadership to the blog. After working on both the sending and receiving end when it comes to PR pitches, there are a few important things to consider before pressing "send" on your latest media alert or product pitch. Want in on a few tips that will help in landing press for your client? Read on!
Know your target audience, and know it well – one of the most common pitching mistakes that even the most seasoned PR pros make is not taking their time to know their target audience, or know their target audience well. Well-known brands have approached me with excellent pitches that I've hard to turn down, simply because they were so far off-brand for That Working Girl. Media outlets are protective of their brand and highly selective when it comes to the content they choose to run – tailor your pitches accordingly. Another tip? Research the social media accounts of who you're pitching. These will give you a great look into what they're all about!
Perfect your follow-up - follow-ups are essential in PR. Emails get cluttered, flagged messages never get replied to, and bam – your great pitch is suddenly floating in the abyss that is better known as an editor's inbox. Just because your pitch hasn't been replied to doesn't discount your idea as lackluster. Rule of thumb? 48 hours after sending out a pitch, follow up with a brief, to-the-point, "friendly reminder" email to catch the editor's attention. You may be surprised at the response!
Mold your pitch – some media outlets may be hesitant to lead with one of your pitches for fear that it may be off-brand or not a great fit for their publication at the time. Being able to think quickly and creatively on your feet will work wonders here – for you and your client. Ease the media's hesitations by providing them with additional details in your pitch that specifically suit their publication. Even if they don't run with your pitch at the end of the day, you can rest in knowing that you tried your best.
What are your best tips for pitching? Sound off in a comment below or tweet us, @HeyWorkingGirl!