What’s in a pitch? A lot.
Effective pitching can separate a good publicist from a great publicist. What separates the two? Well, the devil is in the details.
In 2007, I completed a public relations internship at a boutique agency, with a focus in beauty and lifestyle PR. Though, I didn’t get much hands on training as I’d hoped for, except minuscule list building assignments, putting together press kits, mailing lists, going on magazine runs, assisting with seating arrangements, and tagging and repackaging items for return, I did pick up a few tricks of the trade. Ironically, however, it wasn’t until after launching my own media outlet in 2008.
I began to get pitches from many PR agencies and I quickly learned how poorly many publicists were in how they pitched to the media. It wasn’t just poor execution; misspelled wording, uninviting headlines, but it was clear that some of the publicists and agencies weren’t doing enough research to get to know the publications they were pitching to. They didn’t know the writers and editors, the publication’s niche or core demographics.
As a full-time content marketer and part-time PR and marketing consultant, I’ve had the benefit of being on both sides of the trade; both pitching and being pitched to.
Here are ten things I’ve learned about effective pitching: Continue reading