Cision’s Survey Reveals How To Pitch to Influencers

I find it amusing to think that a public relations officer pitching for media coverage is like pitching for software sales. Why buy software if you don’t believe it’s going to change the world?

In today’s world of public relations, knowing how to pitch ideas is very important. With so many pitches flying around, how can you make yours stand out? It’s time to rethink the approach because a well-crafted pitch can open up exciting opportunities for media coverage, showcase the expertise, and boost a brand’s visibility. Crafting a pitch that resonates with people is key to building strong relationships with those who influence our conversations.

You may want to continue reading this if you are a sales writer or marketer.

PR professionals can be on the same page as their marketing counterparts when they can see real results, like knowing how well a campaign is doing, and which segments respond to certain variants.

While the goal of pitching remains the same, the way we reach out to media has changed. Nowadays, reaching out to the media isn’t just about traditional journalists – it includes podcasters, social media personalities, celebrities, and other influencers across various platforms. Just as there are different types of media professionals, there are also different ways to pitch ideas.

Cision’s 2024 State of the Media Report

Recently, we have gathered some data from Cision’s survey of over 3,000 media professionals and influencers. We have put together some tips on the best ways to pitch ideas and how to grab journalists’ attention positively.

Cision’s 2024 State of the Media Report indicated that most journalists prefer sourcing press releases from PR professionals, with 72% saying it’s their favorite content. 

In 2024, 42% of journalists found it difficult to keep their reputation as a trusted news source. Combine IR and PR into a single streamlined workflow.

The Perfect PR Pitch Checklist: Tips for Success

Let’s start with some basic rules that can help you craft successful pitches based on insights from journalists:

  1. Personalization: Make your pitch relevant to the journalist and their audience. By understanding what matters to them, you can increase your chances of getting noticed.
  2. Why Does It Matter?: Your pitch should offer newsworthy information that is timely and has value beyond just promoting yourself.
  3. Subject Line: Keep your subject line brief and interesting. Avoid using all capital letters or sounding too salesy.
  4. Clear & Brief: Respect the journalist’s time by keeping your pitch concise while including essential details. Add a link to your press release for more information.
  5. Include a Call-to-Action: End your pitch with a clear next step for the journalist; whether it’s setting up an interview or providing more details.
  6. Proofread: Double-check everything, including the journalist’s name and contact information. Small mistakes can make a big impact.

Pretty much the same checklist guide to creating sales funnels. Speaking of sales funnels, you may want to read “Understanding the Rationale Behind the Sales Funnel System

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