I read a brilliant article on PR Week today explaining how important it is for PR’s to make sure they get that crucial ‘PR pitch’ right.
It is important not to pass the pitching role over to your interns because you think you don’t have time, as in a PR role this is one of the most crucial parts. Journalists are looking for good stories, so make sure you take the time to look into their needs, the publication purpose and audience, read the journalists past features and fit a story together for them. It is important that your clients stories and news fits the publications you are pitching to – be selective, there is nothing worse than trying to sell a story in at mass. Also, make sure that your story is timely, fits with current news or developments and is of relevance to the publications readers. A great tool is to help assist with this is Gorkana or the free website called Journalisted.com.
PR Executives, I recommend reading this feature on PR Week which includes good advice from both PR’s and Journalists.