A PR (press relations) pitch is a concise, targeted presentation used to draw a journalist’s or media outlet’s attention to a piece of information, a product, or a story that you want them to relay. It’s a fundamental press relations tool for establishing a quick and effective connection with journalists, while arousing their interest.
What are PR pitches used for in press relations?
- Grab a journalist’s attention: Pitching has to be punchy, because journalists receive numerous press releases and proposals every day. Its aim is to arouse their curiosity in a matter of seconds.
- Propose a specific story or angle: It’s not simply a matter of promoting a brand or product, but of presenting information from a relevant angle, adapted to the media’s editorial line and of interest to its readers or listeners.
- Facilitate personalized exchanges: Unlike a press release, a pitch is often personalized and addressed directly to a journalist or influencer based on his or her interests or specialty.
- Initiate engagement: If the journalist is interested in the pitch, the next step is often an exchange with the client, and therefore a high probability of media coverage.
Characteristics of an effective PR pitch:
- Clarity and conciseness: Generally short (a few lines or a minute in oral presentations), it gets straight to the point.
- A key message: It must answer the question: Why would this be of interest to the journalist’s audience?
- Personalization: Adapt to the needs and style of the target media.
- Contextualization: a pitch is never more effective than when it’s part of a hot news story.
- A clear call-to-action (CTA): For example, propose an interview, a demonstration or the sending of additional resources.
PR pitch usage examples:
- Propose an article on a market trend related to a company’s expertise.
- Invite a journalist to an event such as a product launch.
- Share a success story or exclusive research results.
In short, the pitch is a strategic tool that serves as a gateway to a fruitful relationship with the media. When well conceived, it maximizes the chances of obtaining media coverage while establishing a relationship of trust with journalists.
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