Spencer Lanoue
Crafting a PR pitch that grabs attention isn't just about sending out a press release and hoping for the best. It's a mix of storytelling, timing, and understanding your audience. If you're looking to get your brand noticed, I’ll walk you through some practical steps to write a compelling PR pitch that stands out.
Know Your Audience and Their Needs
Before typing out your pitch, it's crucial to know who you're reaching out to. Every journalist or publication has a unique audience, and understanding this can make all the difference. Start by researching the publication or journalist you’re targeting. What kind of stories do they run? What’s their tone? Knowing these details helps tailor your pitch to fit their style. For instance, if you're pitching a tech product to a publication focused on innovation, highlight the groundbreaking elements of your product.
Consider the audience’s demographics, interests, and pain points. Are they tech-savvy millennials, or perhaps seasoned business professionals? Tailor your pitch to address their specific needs and interests. If you're unsure where to start, tools like media databases can provide valuable insights into what's trending and which journalists are covering topics similar to yours.
Craft a Catchy Subject Line
Think of your subject line as the headline of your pitch. It's the first thing a journalist sees, so make it count. A dull subject line might get your email ignored, while a compelling one could open doors. Aim for something concise yet intriguing.
For example, if you're launching a new app that simplifies budgeting, a subject line like "Revolutionizing Personal Finance: Meet Your New Budgeting Assistant" can spark curiosity. On the other hand, avoid clickbait. The subject line should accurately reflect the content of your pitch. Misleading headlines might get an open. They won't earn you credibility.
Open with a Strong Hook
Once your subject line has done its job, the next step is to capture the reader’s attention with your opening sentence. This is where you set the stage and pique their interest. Start with a compelling fact, a surprising statistic, or a brief anecdote related to your story.
For instance, if you’re pitching a new environmentally-friendly product, you might start with a statistic about waste reduction. Something like, "Did you know that over 300 million tons of plastic are produced every year, and only 9% is recycled? Our new product aims to change that." This not only highlights the problem but also introduces your solution early on.
Tell a Compelling Story
Stories are powerful. They’re memorable and relatable. Instead of just listing the features of your product or service, frame your pitch as a narrative. Describe the journey of your product, the problem it solves, and the impact it has on real people.
Let’s say you’re pitching a health app. Instead of focusing on its features, share a story about how it helped someone manage their health better. You could say, "Meet Sarah, a busy mom who struggled to keep track of her health. With our app, she managed to lose 10 pounds and improved her energy levels, all while juggling her family and career." Personal stories make your pitch relatable and give it a human touch.
Keep It Concise and Focused
Journalists receive countless pitches daily, and lengthy emails are likely to be skimmed at best. Keep your pitch concise—ideally, no longer than a few short paragraphs. Focus on the most important information that aligns with the journalist’s interests.
Use bullet points to break down complex information or list features. This makes it easier for the reader to digest and highlights the critical points you want to convey. Remember, your goal is to spark interest, not to tell the whole story. Provide just enough information to entice them to learn more.
Highlight the Unique Selling Point
Your pitch should clearly communicate what sets your product, service, or story apart. What makes it newsworthy? What is the unique angle that no one else is covering? Highlighting your unique selling point is essential to standing out from the crowd.
For example, if your company has developed a new type of sustainable packaging, emphasize how it differs from existing options. Perhaps it’s made from a new material that decomposes faster. Whatever makes your offering unique, be sure to spotlight it clearly in your pitch.
Include a Call to Action
Don’t leave your reader hanging. Always include a clear call to action. Whether it’s inviting them to a product launch, offering an interview with a company executive, or providing additional resources, make it easy for them to take the next step.
For example, you might end your pitch with, "We’d love to offer you an exclusive interview with our CEO to discuss how our latest innovation is set to change the industry. Are you available for a call this week?" This not only provides a clear next step but also reinforces your pitch’s timeliness.
Provide Supporting Materials
Attachments and links to supporting materials can enhance your pitch, but don’t overload your initial email. Instead, provide links to your website, press releases, or high-resolution images. Tools like Dropbox or Google Drive can be used to share larger files.
Ensure that all links work and that any attached documents are relevant and necessary. If you have a short video or demo of your product, include a link to it. Visuals can be a powerful way to convey your message and show off your product's capabilities.
Follow Up Tactfully
If you haven’t heard back after a week or two, it’s perfectly acceptable to send a polite follow-up. Keep it brief and friendly. A simple, "I just wanted to follow up on my previous email regarding [your topic]. Please let me know if you have any questions or need more information," can suffice.
Avoid being overly persistent. You don’t want to come off as pushy. If you still don’t get a response after a follow-up or two, it might be time to move on or refine your pitch for another journalist or outlet.
Final Thoughts
Writing a PR pitch is about more than just sharing news. It's about crafting a story that resonates. By understanding your audience, keeping your message concise, and highlighting your unique angle, you can create pitches that capture attention and spark interest. And if you're looking to streamline the writing process, Spell can help you draft and refine your pitches with ease. With practice and the right tools, you’ll be pitching like a pro in no time.
