As public relations professionals, a large determinant of our success is how well we can pitch what our brands are doing to stand out among the competition. While it’s extremely important to write a compelling, concise and attention grabbing pitch, it’s just as important to be able to customize and personalize that pitch specifically for the person you’re hoping to cover your story. The ability to tailor your pitches is crucial to success in a public relations firm because no writer or producer is really going to care about a pitch they know has been robotically sent to ten other people before hand. Writing a more personal pitch shows that you actually care about what this person does for a living and indicates that you feel that you can help add value to what they ultimately produce- whether it be in a tv segment or an online article. Plus, you never know if you’re making a great connection!
Below are some tips to making your pitch standout:
- Read through what the writer covers thoroughly- know their beat
- Include relevant news bites that can legitimize your pitch angle
- Ask yourself if this person would be responsive to what you’re pitching
- Think about why this person should care about your client
- Add in a sentence or two that proves you’ve actually read their work and agree with what s/he wrote
- With the last sentence of your pitch, tie it all together- elicit a response