In public relations, there are a variety of pitching types that you must consider when thinking about what’s the best way to secure a placement for your client. Are you pitching a round-up of products or toys? A feature piece to discuss your client’s big business news? An announcement in a trade publication?
What is Trench Coat Pitching?
One of my personal favorite types of pitches are Trench Coat pitches. This is a pitch where one topic can apply to multiple clients, so you do your best to include multiple clients in your pitch! If you know a writer at a business publication prefers insight from multiple experts in order to really make his (or her) point about a certain topic, you’re doing him a favor by doing the legwork for him! He doesn’t have to go on a quest to interview leaders, you can provide him with everything he needs. It’s a win-win.
Trench Coat Pitching Example:
To provide an example, a pitch I recently worked on was “Leadership lessons from CEOs who worked their way up the ladder.” We work with many amazingly talented and successful CEOs who had to work extra hard to get where they are today. They overcame obstacles, pushed past hurdles and refused to be told ‘no, it’s not possible.’ In my research, I came across a writer who covers leadership topics, and also includes quotes from a variety of sources. Bingo!
The Trick to Trench Coat Pitching
The trick in successful Trench Coat pitching is to make sure your clients actually all align with the topic. Do they make sense for this piece? To ensure that they do, you can broaden your focus a bit. If I had pitched “Leadership lessons from female CEOs, I would have had to cut down on my list. If I focused on foreign CEOs who pursued the American dream, I’d still have had to cut down on my list, even though it’s a great pitch topic. Instead, you find one key nugget that all of your clients have in common: they worked their way up the ladder to becoming CEO. Then, in your client’s quote/background information, you can be more specific and discuss how they actually got here. Did they overcome hardships being a woman in business? Were they in pursuit of the American dream? You can include the specifics in their own featured sections.
If it works, you might get a chance to feature your clients in a piece like this!