For decades, public relations has largely been seen as a who you know business. But times are changing, and a more adequate amount of attention should be put towards how PR is being done. Today, a firewall lies between the pitch and publication as it is becoming increasingly difficult to capture a moment of attention from reporters, press and other media outlets.
That is, unless your pitch is targeted! If you are unfamiliar with the term, a targeted pitch is one that is strategically sent with the compatibility of the subject, publication and audience in mind. For example, a responsible firm would not send press releases from a burger joint to a health food magazine. However, that same burger joint might find a better reaction from a media outlet like Thrillist, or Business Insider.
We’ve compiled a list of 4 questions every PR professional should ask themselves when building out a targeted pitch:
1. “Where does my client fit?”
Arguably the most important aspect of a targeted pitch is fit or compatibility. Will your pitch compliment the neighboring content of the publication? Or just confuse readers when they stumble across it? Look for unique spaces where your pitch can be easily digested, while also standing out amongst the crowd.
2. “What will the audience be able to do with this information?”
What you bring to the table should create value. Targeting your pitches is about creating a more convenient and sought after product for the end consumer -- mutually benefiting the client, publication, and PR firm.
3. “Is this pitch exclusive?”
Editors don’t want to feel as though their content can be found on a competitor’s website. Even if your pitch is going to other media outlets, find a unique area where the subject and the publication align and highlight that in your pitch. The effort to do so will surely be noticed.
4. “What will be the subject line?”
You want the idea of what you are pitching to be able to be simply and concisely articulated. The consumer has to understand in a short amount of time what is being offered to them in order to convert and generate leads.
Quite simply put, the spray and pray days of PR are fading. But the industry as a whole is needed more than ever before. With more niche focused outlets, the opportunity for niche PR work is becoming more abundant. Recognize your niche, and double down what you and your clients do best.