If you want to know how to pitch, here are some great PR tips from former journalist and TV producer, Georgia Anderson, who is now a senior digital PR strategist at Novos. 
10 tips for PRs from a former journalist, a thread 🧵
— Georgia Anderson (@GAndersonNews) March 2, 2022
1. Timing is everything
Emails are preferred to phone calls, and it’s also a myth that you shouldn’t send pitches on a Friday or over the weekend. The news cycle is 24/7 and it’s tactical to send pitches then as it’s harder for journalists to connect with experts & find stories
— Georgia Anderson (@GAndersonNews) March 2, 2022
2. Know what your team is planning
Divide up the tasks and be clear about who is going after what. There’s nothing worse than bombarding a journalist with multiple pitches from one brand or sending the same release to a journalist from two separate emails!
— Georgia Anderson (@GAndersonNews) March 2, 2022
3. Include an expert in your pitch
As a writer, you need to ensure the information you’re putting into the public domain is correct. Find out which experts your clients have in-house and use different people for different pitches. If you need, you can always outsource talent
— Georgia Anderson (@GAndersonNews) March 2, 2022
4. Check back in with journalists who’ve covered you before
I always appreciated a follow-up email from PRs I’ve worked with before, if it was a good experience. Touch base with the writer if you have a newsworthy hook, offering up comments from the expert
— Georgia Anderson (@GAndersonNews) March 2, 2022
5. Keep your finger on the pulse
As PRs, we should be avid news consumers and if there’s major national or international news, you might want to refrain from sending your pitch or follow up email on that particular day, unless it fits in with the event
— Georgia Anderson (@GAndersonNews) March 2, 2022
6. Manage client expectations
News breaks or interviews aren’t quite what was expected so stories are sometimes dropped. By being upfront, open and honest with clients you’ll be able to manage their expectations and avoid tarnishing your relationship with the writer
— Georgia Anderson (@GAndersonNews) March 2, 2022
7. Be judicious when asking for changes or corrections
Don’t ask for a change without a really solid reason for doing so. You can avoid this by fact-checking your press release prior to it being sent out and being really clear with any recent changes to the brand
— Georgia Anderson (@GAndersonNews) March 2, 2022
8. Know your boundaries
Everyone has a reasonable expectation of some privacy, and many reporters won’t forgive you for sending your pitch to private channels and email addresses. The rules of outreach are constantly changing— Georgia Anderson (@GAndersonNews) March 2, 2022
9. Be trustworthy
Knowing the credibility of who is pitching is always part of a journalist’s judgement on whether to pursue a tip. Only pitch a story if you know it is factually correct and your methodology is solid. Having data or research to share can help with this
— Georgia Anderson (@GAndersonNews) March 2, 2022
10. Be prepared to deliver on your pitch
If you’ve got a reporter’s attention with your pitch, make sure you respond in a timely manner. There’s nothing worse than a PR not getting back to you before your deadline or finding out the expert is unavailable
— Georgia Anderson (@GAndersonNews) March 2, 2022
For support with your media strategy and help framing your key messages, contact us via our website, or on 020 8332 6200.
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