The Anatomy of the Perfect Pitch

August 21, 2024
Posted in

by Marisa Papa

While public relations has dozens of layers to it, results ultimately come down to one thing (other than a newsworthy angle, of course!) – the pitch. Writers, freelancers, editors, reporters, and producers receive hundreds of emails a day from PR professionals like ourselves, and in a commerce-driven and oversaturated news cycle, how do we get our news to stand out? 

Below are 5 questions to ask yourself before, during, and after you decide to send that first email to help you land coverage and craft the perfect pitch: 

  1. What’s the story you’re trying to tell? Decide on your main points and what’s most important. Remember, it’s okay to not include every detail in the email if it’s going to make it extremely lengthy. Before you get to writing, be sure that you have your product details, spokesperson bio, and company overview handy, as that information should guide your note. 
  1. Will your subject line up your open rate? It goes without saying that in the hundreds of emails received by media daily, they can’t open them all. Even though what’s inside the email is newsworthy, why should they open yours vs. others? By incorporating an informative and catchy subject line in your email, you have a higher chance of being opened. Include relevant dates, spokespeople names, and embargoes if necessary!  
  1. How am I hooking media? Platforms like MuckRack are used by PR professionals daily, and many writers that are on the platform have ‘contact preferences’ on their pages. Oftentimes, they share details about what they like to see in a pitch, many of which include ‘my ideal pitch length is 1-3 sentences long’. While your next email to media may exceed 1-3 sentences, how can you hook reporters in the opening paragraph, making them want to continue reading? 
  1. Do I have assets to share? While news on its own is great, the media wants more. Whether that be photos, videos, access to a spokesperson, or exclusive content, be sure that all of the assets you have to offer alongside a story are incorporated within the pitch via an organized link using a platform like Google Drive or Hightail. By keeping files organized & concise, media will be able to pull and download at their leisure without too many attachments or large files. The bonus of using a platform to share groups of files is that you have the opportunity to also include supplemental messaging you’d like to share, like press releases or additional product copy.  
  1. Am I ready to hit send? Nobody knows our brands quite like we do, and we’re surrounded by our own news daily, which is why it’s important to get a second set of eyes on our pitches. An outsider’s perspective can offer additional feedback and the opportunity to brainstorm angles if you’re hitting a wall. Use your team, use the rest of the agency, and collaborate! 

Keep this checklist close by for your next writing assignment, and you’ll be landing coverage in no time!