PR Pitching 101

As a PR pro you want to find influencers, pitch stories and gain coverage for your client.

How Do I Find Influencers?

The best way to find influencers is to ask yourself what your end goal is. Are you interested in making a new connection? Are you pitching a story? Do you have a new client or are you expanding into a new industry where you don’t have any contacts? These questions should help guide you when looking for new influencers.

Take the Time to Know Your Influencers

Once you have narrowed down your search it’s time to learn a little bit more about your influencers. See what they have recently written. Start following them on Twitter or connect with them on LinkedIn. This helps them remember you when it comes time to pitch. Also, editors and reporters might tweet personal things like, “At my kid’s soccer game,” or “enjoying my vacation.” This is a good way to know that they probably aren’t going to have time to read or respond to your pitches. Interacting with an influencer on Twitter also helps when trying to achieve the elusive Twitter pitch. A Cision research survey of reporters and editors shows that, “Twitter pitches go smoothly when you have already engaged with the editor or reporter on Twitter.”

Pitching

After you have done your homework it’s time to pitch. When pitching, whether it’s be email, phone or social media try to be as helpful as possible. Offer to schedule any additional interviews with a client/expert, be able to answer any questions he or she may have or even offer to write or package content for them. You want to make it as easy as possible when pitching your influencer. Also, as a  rule of thumb, never send attachments. Send everything in the body of an email. Editors and journalists do not have time to open your attachments and large attachment files may slow down their email.

Organizing your coverage

Once you have pitched your influencer and they have agreed to place your coverage make sure you ask them when you can expect it to appear. Do this for every piece of content you place regardless of how big or small the coverage is. Gather the coverage and organize it neatly and concisely in a coverage report. This shows you client ROI. 

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