By Greg Linnelli, Account Strategist – Otter PR
To assist their clients with achieving top-tier exposure, publicists and other public relations professionals focus a lot of their efforts on developing a compelling pitch. The pitch is the document that explains who the client is, what they do, and why their thoughts should be given space in a media outlet. When done well, it unlocks the door to top-tier media exposure.
Here are some expert steps to developing impactful pitches.
Align your pitch with the outlet’s target audience
A media outlet’s primary focus is delivering content that resonates with its target audience. An outlet wants more than a great story — it wants a story relevant to its readers.
A promising pitch will make a case that the content someone can offer is relevant to the outlet’s readership. To make that case, the person preparing the pitch must start by researching the publication’s readership to understand what is important to them. That information will help to tailor the pitch to readers’ interests and concerns.
A health expert looking for top-tier media exposure should seek to understand the demographics of the outlet. If the outlet caters to an older readership, the pitch should promote the expert's experience with that demographic. If it caters to men rather than women, it should highlight that the expert can speak with authority on men’s health issues.
Strive for visual storytelling
While I rarely include visuals in my pitches, many people do and it works well for them. High-quality visuals such as photos or infographics take reader engagement to the next level. Including that type of visual in your pitch adds value and increases the likelihood of catching an outlet’s attention.
If you are a financial advisor who helps with retirement planning, a graphic showing how Americans are falling behind in this area can make your pitch more compelling. Remember the maxim that says, “A picture is worth a thousand words.”
Leverage the latest news
The best pitches will feel fresh and relevant, positioning you as an expert who is up to date on topics grabbing public attention and influencing public action. Delivering those types of pitches requires tracking the news.
When a topic begins trending, assess how you can contribute to the stories being told around it. When the news is focused on mounting inflation, a fashion expert can send pitches on the best places to score the latest designs at the lowest prices. A pitch that promises solutions to problems caused by the latest news will undoubtedly attract attention.
Engage with persistent professionalism
The pitching process should involve some follow-up. But make sure follow-up messages are respectful and professional.
Journalists are busy. A recent survey found that many journalists get at least six pitches per day, with some getting more than 20. A courteous and professional follow-up that acknowledges how busy journalists can be will make you stand out and improve your chances of being the pitch that ultimately gets a response.
Top-tier outlets are looking for experts who can help them to tell their stories. A great pitch will present you as that person. Take the time to align your pitch, include visual storytelling, and leverage the latest news, and you’ll increase your chances of being the expert who lands a quote.
– Greg Linnelli, Account Strategist at Otter PR, was born and raised in Pittsburgh, Pennsylvania. He has 20 years of broadcasting experience and is currently the game-day host for the Tampa Bay Lightning Radio Network. During his time in Pittsburgh, Greg hosted his own sports morning show while also doing play-by-play for various teams at the University of Pittsburgh and Duquesne University. Otter PR is a fast-growing, innovative, and creative company building thought-leaders and top-tier clients. As one of the top 100 PR agencies in the nation, Otter PR brings fresh content and perspectives to the table. It has been featured in Yahoo Finance, Forbes, Entrepreneur, and so many more.
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