ABCs of pitching success

PR pros have to learn firsthand when our pitches aren’t fresh—or even worse, when they outright stink.

No matter where you are in the PR food chain, you’ve probably experienced the highs and lows of media outreach.

Being in the PR industry for more than 16 years, I have had my share of successes and failures. Through trial, error and constant learning, I continue to refine my pitching.

Here are a few fundamental, valuable lessons I’ve learned—the “ABCs” of pitching:

A. Audience is everything.

Steer away from the “spray and pray” approach to pitching. Rather than blasting out a pitch and hoping someone bites, taking the time to home in on your target audience can go a long way in getting a response.

PR pros have a vast amount of resources to help us select which reporters to pitch. With access to databases like Cision and Muck Rack, there’s no excuse not to locate the best writers and tailor the pitch to them.

Research every reporter you’re considering pitching, the topics they write about and their recent articles. Build up a long-term relationship by reading through their work on a regular basis, thoughtfully commenting on articles and following/sharing social media posts.