What is a pitch?
A PR pitch is a short, clear and effective presentation of your material to a journalist. Its purpose is to interest, convey the idea and get the desired publication. A properly created pitch is your bridge to success in communicating with the media.
We have prepared a step-by-step guide that will help you create the perfect pitch and increase your chances of getting your material published.
Understanding the media and its audience
Why is it important?
Each media has its own specifics, style, and target audience. The material that is perfect for a business publication may be completely uninteresting for a lifestyle magazine.
How to do it:
- Research the media: Check out the content of the publication, understand what their audience is interested in.
- Analyze the journalist’s publications: Pay attention to the topics they cover, style and approach to writing materials.
- Assess relevance: Before sending a pitch, think about whether your topic is relevant to the interests of this media outlet.
Example: If your story is about new technologies in the food industry, it would be better suited for innovation publications than traditional cooking magazines.
Personalization and relevance
Why is this important?
Mass emails without personalization are perceived as spam. Journalists receive dozens of pitches every day, and yours should stand out, be addressed to them.
How to do it:
- Address by name: Begin your email with a personal address to the journalist.
- Show that you’ve researched their work: Mention their previous articles or a personal interest in the topic.
- Disclose the relevance: Clearly explain why this topic is of interest to this journalist or media outlet.
Example:
- Bad: “Hello, here is our material, maybe you will be interested in it.”
- Good: “Hello, Elena! I read your article about the use of AI in marketing. I think our new AI-enabled development might be of interest to your audience.”
Structure and conciseness
Why is it important?
The journalist’s time is limited, so your pitch should be as clear and specific as possible. Being concise will help you focus on the essence of your proposal.
What to include in the pitch:
- Subject line:
- Should be short but meaningful.
- Example: “How a Ukrainian startup is changing gardening with AI.”
- Introduction:
- A brief explanation of why you are writing and what the purpose of your material is.
- The essence of the pitch:
- Description of the idea, key points of the material.
- For example, “Our project has created an AI assistant for farmers that is already used in 10 countries.”
- Contact information:
- Provide your contact information so that the journalist can easily clarify the details.
- Additions:
- Add a link to a media kit, photo, or text in Google Docs format.
Using arguments and numbers
Why is this important?
Figures and facts make your pitch more convincing. Journalists love accurate data that can be used in articles.
How to do it:
- Use statistics and research.
- Present specific results of your work (e.g., customer growth, sales volume).
- If it’s a project, emphasize why it has potential or is unique.
Example:
- Bad: “Our product helps businesses grow.”
- Good: “The product increased conversions by 30% in the first month of operation.”
Creativity and non-standard approach
Why is this important?
In a highly competitive environment, your pitch should stand out. Journalists remember non-standard approaches, but they must be relevant.
How to do it:
- Use interesting formats: infographics, videos, or interactive materials.
- If possible, offer exclusive topics or speakers.
- Add a touch of humor if it fits the theme.
Example:
Instead of a standard text description of the product, send a short video where the founder talks about its benefits.
General tips for a successful pitch
- Don’t write too much: Brevity and clarity are the key to success.
- Check the text before sending: Avoid mistakes and inaccuracies.
- Stick to deadlines: If your material is relevant until a certain date, indicate this in the email.
When creating a pitch, remember: your text is not just information, it’s an opportunity to interest a journalist and tell your story to the world. By following this guide, you can not only attract attention, but also become a reliable partner for the media.