When it comes to Public Relations, the first piece of content is always important. After all, first impressions matter. It is all about how you introduce yourself to others, and this introduction determines their interest and desire to support your pursuits. That’s why creating an initial pitch is one of the most important steps for improving your public relations; you want others to learn more about your business and bring awareness to a cause that matters.
This week, we’ll be shining the spotlight on one specific aspect of PR: the human touch. Remember, you are dealing with other human beings, and you want your message to come across correctly. That is why we always advise clients to create a pitch that feels personal to the reader, something that evokes emotion but also focuses on the business or brand you want to promote. According to Investopedia, “Public relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. Its primary goals are to disseminate important company news or events, maintain a brand image, and put a positive spin on negative events to minimize their fallout. PR may occur in the form of a company press release, news conference, interviews with journalists, social media posting, or other venues.”
At Dr. Rissy’s Writing & Marketing, we specialize in the creation of formal pitches for the purposes of booking podcast interviews, events, and publication features. Our final goal is to ensure that their target audience aligns with our clients’ businesses correctly. While we always see something special in our clients, we want to make sure that others are able to see that spark that makes them shine, too.
Writing a PR Pitch
Over the last few years, we have perfected the process for crafting compelling PR pitches. Our team has found a way to enhance positive responses for our clients and provide them with the opportunity to share their brand’s story with the world. Today, we are going to be sharing three crucial steps that have served as our guiding star when honing our skills.
Always personalize your message
The first thing to understand is that personalization is key. As we said previously, you are talking to other human beings, and it’s crucial to make sure that they know you are referring to them personally in your message. This means always including the name of the podcast or event in your pitch letter. Let them know why your client is interested in being featured in their publication in particular and how important it is to them to be able to speak to the host or publication’s specific audience.
Sometimes you can even dig deeper and find the name of the point of contact and write directly to them. Make it clear that you’ve done your research on them.
Share a story.
Everybody has a story to share about why they do what they do, which is what makes a PR pitch so unique. Don’t limit yourself to the company’s mission and vision when discussing a business. That is just boring! Make sure to share a bit more about yourself (again, on a personal level) to let the audience know why you started on your path and why you are so passionate about it.
We always have an introductory call with our clients where we ask them about their passions, what makes them move forward, and how their business can help others, and we include all those answers in the PR pitch. After all, when you talk about something passionately, others become invested and interested in what you are doing.
Keep it concise.
Last but certainly not least, you should always keep the most relevant information on your pitch and save the rest for an actual conversation. When reaching out to different media outlets, understand that they receive multiple pitches per day; some even get more than a hundred requests per day! Reading them takes time that the average human just doesn’t have. That’s why you want to keep your story short and sweet, without compromising the important parts.
Muck Rack shared some specific recommendations by saying that “Pitch word counts are different depending on the type of pitch. If you’re sharing an asset (i.e., Amy did a study on honey and the immune system), the ideal pitch length is around 150 words. If you’re introducing a completely new idea, it can hover around 400 words.” As they made clear, it’s not one size fits all but all sizes should be small. Always present a brief synopsis of what you do, share your passions, and understand that your time and others’ time are precious.
At Dr. Rissy’s Writing & Marketing, we always follow these rules to create a PR pitch that will engage readers and secure opportunities for our clients. If you are interested in our PR services, don’t miss out on the opportunity and schedule a call with us today!