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Rules for a Successful Pitch

Updated: Oct 17, 2023

๐—๐—ผ๐˜‚๐—ฟ๐—ป๐—ฎ๐—น๐—ถ๐˜€๐˜๐˜€ ๐—ป๐—ผ๐˜ ๐—ฟ๐—ฒ๐˜€๐—ฝ๐—ผ๐—ป๐—ฑ๐—ถ๐—ป๐—ด ๐˜๐—ผ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฝ๐—ถ๐˜๐—ฐ๐—ต๐—ฒ๐˜€?

Then this post is for you.


Our agency's PR specialist, Alina Morozova, has compiled 10 rules for successful pitching that will help boost the effectiveness of your inquiries.


Implement them and get more positive responses from Journalists โœ…


PR Manager
PR Manager

โšก Almost everyday I talk to journalists and can imagine how many pitches do they receive by email per day. The brutal truth is that most journalists receive ๐Ÿ๐ŸŽ๐ŸŽโ€™๐ฌ ๐จ๐Ÿ ๐ฉ๐ข๐ญ๐œ๐ก๐ž๐ฌ ๐ž๐ฏ๐ž๐ซ๐ฒ๐๐š๐ฒ. If your pitch isnโ€™t 100% perfect, it will be ignored. So what are some tips to ensure your pitch will be read? I collect some basing on my experience


๐Ÿš€ Pitching to a journalist isnโ€™t rocket science and journalists are trying to read your email as fast as possible and just not interested in any narrative. So:

  • Use or try to use the language your target journalist uses

  • Explain why they should care: ๐˜๐—ต๐—ถ๐—ป๐—ธ ๐—ฆ๐—ช๐—œ๐—™๐—ง (So Whatโ€™s In It For Them?)

  • Establish common ground based on what you now know

  • Donโ€™t make your pitch boring. No news or not enough news to make this appealing to any editor I know.

  • Donโ€™t use buzzwords like โ€œdisruptiveโ€

  • Donโ€™t write long introduction โ€“ cut to the chase.

  • Make sure itโ€™s relevant to the journalist.

  • Make it short and sweet (lean and impactful)

  • Tailor your pitch to ๐—ฒ๐—ฎ๐—ฐ๐—ต ๐—ท๐—ผ๐˜‚๐—ฟ๐—ป๐—ฎ๐—น๐—ถ๐˜€๐˜ so donโ€™t send one email to 100s of other writers

  • Write context: why now, why that exactly journalist, why this matters today and not 6 months from now?

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