The Art of Crafting a Compelling Pitch
Crafting a compelling public relations pitch is so much more than simply reaching out to the media—it's a foundational piece of your brand's media strategy. At KC Projects, the media pitch is a tool we use every day as a tactic to build relationships with media contacts. A well-crafted pitch not only initiates connections but also nurtures enduring relationships with the press. This strategic approach can effectively magnify your brand's unique qualities, ensuring they shine amidst a crowded marketplace.
So, where do you begin?
First, let’s define what a pitch entails. According to Muck Rack, a leading public relations management platform, a media pitch is “a short communication, typically an email or direct message, suggesting a news story to a journalist or editor at a publication, radio station or broadcast network. The goal of a pitch is to generate coverage and determine if your media contact is interested in creating a story around the content.”
Simple enough.
The challenge, however, is that writers and editors receive hundreds of pitches each day. Your pitch must be laser-focused and grab attention from the outset. Landing a placement is no easy feat, however, a well-written and highly targeted pitch can make a lasting impression on writers at your dream publication.
To craft a compelling pitch, there are a few things that must be established before the pen hits the paper.
Your brand story: A pitch should mirror your brand's overarching narrative. What is the "why" behind your brand, and what problems does it aim to solve? These questions serve as a helpful framework for shaping your brand narrative, which should resonate with your target audience and add a human touch to your brand. Editors are storytellers, so it's crucial to ensure all the elements are in place to effectively convey your brand's story.
Brand distinctions: While every brand or organization is unique, there's likely another offering similar products or services. Understanding and leveraging what sets your brand apart is crucial. How does your brand distinguish itself from competitors? This distinction should be evident and integrated into your overall brand narrative.
Target Audience & Media Outlets: Who is your brand/organization’s target audience and what media are they consuming? Maybe you’re working with a lifestyle brand and their target audience is the Gen Z female. In this case, perhaps your best strategy is to pitch to lifestyle influencers and editorials. In other cases, your best strategy may be to pitch to trade publications and business journals. Knowing your audience is key to a successful pitch.
Once you have a thorough understanding of your brand’s overall narrative, distinctions, and target audience, it’s time to start brainstorming your pitch. This requires both creativity and strategy.
Here are some guiding questions to shape your pitch:
What are your brand's standout qualities?
What unique products or services does your brand offer?
Who are the key figures in your brand, and what expertise do they bring?
What's your dream media placement, and what topics does that outlet cover?
Now that you’ve got your story idea, it’s time to start crafting your pitch.
Here are some things to keep in mind…
Do your research: it is obviously important that the information you’re sharing with the journalist is factual, but it’s just as important to ensure that you’re pitching to the right journalist at the right outlet. It’s frustrating for journalists to deal with an inbox full of pitches irrelevant to their beat. It’s crucial to complete thorough research to ensure you’re pitching to the right journalist.
Keep it concise: Tell your story in 250 words or less. Remember, journalists receive hundreds of pitches each day and don’t always have the time to read through lengthy emails. Get to the point quickly and efficiently.
Craft an attention-grabbing subject line & hook: Use your creativity to draft a subject line and intro that leaves the writer wanting to learn more. It’s helpful to include relevant data or a compelling anecdote to hit home your story idea.
Include hyperlinks: Are you pitching a product? Link the journalist to where they can purchase. Pitching an individual as an industry expert? Link to their bio. Do everything you can to make sure the journalist has easy access to all the details they need to write a story from your pitch.
Include visuals: Not only do visuals often make the story more compelling, but they can also seal the deal that the story is worth telling. Visuals are also helpful for the journalist, as it is necessary to include a visual in their story.
Make sure your pitch is affiliate-ready: If you’re pitching a product for coverage and your brand has an affiliate program, be sure to let the journalist know. This will make your pitch more appealing knowing that there are incentives for them too.
Be personal: Remember, public relations is about building relationships. Seek to build relationships with the media contact that you’re pitching to. Reference previous articles or projects that they’ve worked on to let them know that your pitch is relevant to them and that you are offering a mutually beneficial relationship.
Crafting a compelling public relations pitch requires a mix of strategy and creativity. By shaping your brand's narrative, identifying its unique traits, and understanding your audience, you lay the groundwork for a pitch that resonates with journalists and their readers. Remember, pitching isn't just about getting coverage; it's about building connections and fostering relationships that showcase your brand in the media. So, as you dive into pitching, embrace the challenge, tap into your creativity, and celebrate every win as you watch your brand’s story unfold in the media landscape.
By: Haley Joe Breed