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How to Elevate Your Pitch
Sophie Barnes
Digital PR Assistant
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BUILDING A STRATEGY
When pitching stories to journalists, it’s worth bearing in mind that 40% of journalists receive more than six pitches a day, with some overwhelmed by as many as 50 emails arriving in their inbox. So, how can you elevate your pitch, stand out from the crowd and optimise your chances of gaining coverage?
1. Do Your Research
Research is the first step toward crafting a compelling pitch. Start by asking yourself:
- Is this topic currently trending in the media?
- Are there specific questions or gaps in coverage that I can address?
- Is now the right time to pitch this story?
Utilising research tools can help you gauge the pulse of the media. For example, platforms like Glimpse, Answer the Public, TikTok Discovery, Pinterest Trends, and Google Search Predictions are all useful resources for identifying relevant trending topics and statistics.
2. Personalise Your Pitch
It seems the most common reason pitches fail is actually one of the easiest things to fix. A quarter of journalists have admitted they will not cover stories that don’t include personalisation. To avoid this, tailor your message to the journalist’s interests and previous work. Show that you’ve taken the time to understand their audience and the style in which the journalist writes. For example, pitching towards a publication like The Sun requires a completely different approach than one for Women’s Health. Each outlet has its own unique audience, tone, and editorial focus, so tailoring your message to align with these distinctions is key to success.
3. Timing Matters
Research indicates that 61% of journalists prefer to be contacted before midday, with 22% rejecting pitches due to poor timing. So, to maximise your pitch success, you should aim to send it before 9 a.m., as journalists typically set their coverage priorities during early morning meetings. Sending a pitch too late in the day, especially close to lunch or end-of-day, reduces the chances of coverage, as editors often finalise content plans in the morning to effectively plan and distribute stories across their team. For reactive pitches, be mindful that while timing may be urgent, late-day pitches might not secure same-day coverage.
4. Data First
By including relevant and on-trend data, you can demonstrate the newsworthiness of your story quickly and clearly. Sharing key facts and figures equips journalists with valuable data they can reference in their coverage and is a great hook for your pitch.
By following these steps, you can elevate your pitch and increase your chances of securing media coverage. Connect personally, be relevant and timely, and you’ll find your story gaining the attention it deserve
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