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How to pitch for PR

There is a section of your favourite publication or a spot on your favourite podcast that you think would be a great fit for you and your business, but how do you get to be interviewed and featured? For general news that you want to get out to lots of publications a press release will suffice as long as you are approaching the correct publications and journalists, but when it comes to specific sections and articles you need to go for a far more targeted approach.

Do your research.

Go through a few issues of the publication you want to be in and look at which sections are suitable (Readly can be great for this). Take note of who writes for that section, what they have already covered (you don’t want to pitch something they have just covered), think about how you or your brand fits with the section e.g., are they looking specifically for entrepreneurs, startups, CEO’s, people with strange jobs, funny working hours etc.

Find the journalist.

Once you have done your research you need to find out the best way to contact the relevant journalist. If you have a media database great this will do the work for you , but as most people who aren’t working in PR don’t have a database the best ways to find out details are:

1. Visit the publications website and see if they have contact details.

2. If they don’t have the specific journalists details listed but have others, you can normally assume that all the email addresses will take the same format.

3. Find them on Twitter (X) many journalists list their email addresses there.

Keep it succinct.

Whilst press releases can be up to two pages when it comes to pitches need to be much shorter. Journalists are busy and received 100’s of emails a day. You need to keep yours short and to the point.

· Start with a brief (no more than a couple of lines) intro, telling them who you are.

· If pitching for s specific section use a couple of paragraphs to explain why you are suitable and give them some background and interesting stats, if relevant.

· If you’re pitching to be featured, generally give your pitch a headline.

· After the headline do a few bullet points outlining the key points of your piece.

· Let them know what makes your business so interesting, why should they interview you?

· Why is it relevant to their readers?

· Keep it short, sweet, and interesting.

Once the pitch is out there don’t be afraid to chase at a later date and get feedback from the journalist.

If you need help with ideas or pitching, then don’t hesitate to book a 75-minute Discovery Call with me for just £75.

Rebecca Slater is a PR Consultant with more than 20 years public relations experience. She is based in Staffordshire and provides support to businesses all over the country.

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