What Makes a PR Pitch Successful?

Pitching the press effectively is easier said than done. But fortunately it’s not that complicated either. Here are the key factors that influence the success of a media pitch:

Value: Whether you’re cold pitching a story idea or responding to a media request, your pitch should be customized to the media outlet or reporter. That means having a keen understanding of the media outlet and being able to demonstrate the value you provide to their audience. Does your pitch demonstrate why you’re a great potential source for their story? Does it offer a future story idea or angle that their audience would be interested in? If you are not directly serving the needs of the reporter or their audience, your pitch is worthless to them and a waste of your time.

Quality: A successful pitch is a well-written pitch. What makes it well-written? It’s clear, concise, and demonstrates value within the first few sentences. It’s also error-free and easy to read.

Timing: In many cases, timing can be the ultimate decider of whether your pitch gets picked up. Media professionals are constantly on deadline and field hundreds of pitches a week. Therefore, they are scanning through them quickly for the ones that offer value or meet the needs of their request. Because of this, they will often go with the first few qualified sources that they come across. The closer to the top of their inbox you are, the more likely your pitch will be successful. Timing can also play a strategic role in the success of your pitch, provided it coincides with current events or hot news topics. In other words, your travel agency’s story pitch for the “Top places to stay in Brazil” is more likely to be picked up during the World Cup.

Want more tips on how to pitch the press? Check out our 50 incredibly helpful tips for pitching the press effectively.

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