This week, we’re running a media relations refresher for a client, so I decided to canvas the talented, and always helpful, members of the Facebook Freelance PRs group for their top pitching advice.
Here are their responses:
Vicki Moffatt
If newsjacking get your pitch in within 15 mins to Nationals, 1 hour to radio and 1/2 day to trades.
Em Hills
1. Don’t start until you are happy you actually have a story. Expand on what the client gives you, bring in additional insights and make sure you have an actual story worth telling.
2. Research and know your media well.
3. Tailor each major pitch to each journo needs, try and find elements most relevant to them.
Catherine Warrilow
Be brave enough to create a story and start a new conversation. Don’t assume you need a poll but do have data. Have a conversation with the journalist rarher than handing them your news.
Rod Kirkpatrick
1. Timing
2. If your story doesn’t pass the ‘so what?’ test, scrap it.
3. Spend much more time than you think you should making sure all content is completely press-ready and easy to use. Story, contacts, captions, credits, copyright (fee?), licensing, working URLs.
Jade Wright
1. Only pitch to the right people. Don’t send it to everyone for the sake of it.
2. Make sure you have excellent high res pictures with copyright sorted.
3. If it’s for food and drink or low value products, offer to send samples.
Leila Burrell
1. Ensure your covering email has the ‘pitch element’, includes spokespersons and OOO contacts.
2. Don’t badger journo’s with follow-ups – they haven’t the time.
3. Don’t be over-familiar in your pitch emails ie ‘hiya hope you’re well’!!
4. Try and read the target publications in advance to see what their stance is and who is writing certain topics.
5. Don’t scatter but target – better to build relationships with a few rather than pee off 1000s of journos.
Peppa Humphries
Make sure to research the publication to understand what sections they feature what’s of interest to their readers – and tailor the pitch accordingly.
Conclusion
Summarising these, their top pitching advice is to make sure you have a good story, and to tailor your content to your chosen media.
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