Mistakes to avoid when pitching to press

PR mistakes

Getting your client press. The very bread and butter of PR but alas, something that can prove tricky at times. I don’t think it is just myself who would admit to having had a journalist hang up on them, however, this symbiotic relationship is one that needs nurturing in order to function at its best. Unfortunately, I do not possess some magic formula or a secret code that will guarantee coverage but, there are some sure-fire things that can and should be avoided when pitching to journalists.

In good old fashioned Top of the Pops style countdown, coming in at number 5…..

  1. Lewis, Louis, Lou? Get their name correct and address them properly. Yes this is basic stuff but believe me it happens, all too frequently. I can’t tell you how many times people have referred to me as Rachel (it doesn’t even sound like Rebecca!) Not only is it annoying but it shows lack of interest and attention to detail, all of which aren’t ideal when you are trying to get in someone’s good books.
  2. Slow news day – Unfortunately not everything your client has will be press worthy or cutting edge, as such it is important to ask yourself after every idea generated: so what? How will this benefit the publications audience? A journalist will have to re-pitch your idea to their editor so try to make sure your idea or your angle is timely, fresh and relevant. Although some publications are bound by a writing schedule, doing some research on where your piece could fit within a publication shows initiative and might give it edge within a sea of pitch emails.
  3. The thrill of the chase – ‘Hi, did you get my email?’ Possibly the worst words you could utter when on the phone with a journalist. Unless the Millennium Bug decided to swing on by 18 years late, they obviously received your email. If you are lucky enough to get them on the phone, asking if they have time to speak is a great ice breaker and shows respect of their busy schedules. This is when you hit them with your rehearsed elevator pitch. Gauge their interest and go from there. However before chasing do ask yourself, has the news cycle moved on, did they run a similar story therefore is my angle still relevant? Finally, although patience is a virtue, learn when to take no for an answer!
  4. Cut the c**p – It is stating the obvious but I am going to hammer this point home again, journalists are busy. Your pitch will be one of hundreds they receive that day so now is not the time to re-write War and Peace. Your pitch should be brief, to the point and not require the reader to scroll. Information should be easy to digest, think bullet points not paragraphs; the journalist can always come back to you if more information is required. ‘Hope you had a lovely weekend’ and ‘hope you are well’ are unnecessary pleasantries that waste words and add nothing to your pitch. So is unnecessary jargon such as ‘revolutionary’ and ‘market-leading’ or 3 different adjectives to describe your client’s product. Use your words wisely.
  5. Dear [insert name here] – bcc is not your friend. Do not, I repeat not, blanket email or else run the risk of being known as the ‘pitch-happy’ PR. A template email is acceptable as long as you personalise the first line, as a minimum. Google their name to find out what stories they have written recently or even set up a Google alert. Check out their social feeds to get a better understanding of their likes and dislikes. ‘I really loved that piece that you wrote…’ is a great email opener. Just remember there is a fine line between healthy interest and downright creepy.

To follow my own advice and be concise, overall I would say it is crucial to always remember the phrase quality not quantity. A few targeted pieces of coverage in key titles for your client often beats 2 or 3 lines across 4 titles that no one has heard of.

Written by Rebecca Stevens, Junior Account Exec, Action PR

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