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Media Monitoring

22 Topics for PR Pitching

September 18, 2014 01:00 PM
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Matt Allison: Founder, Chief Strategy Officer

Matt Allison: Founder, Chief Strategy Officer

Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.

All POSTS

shutterstock_169905173PR professionals and journalists have a unique symbiotic relationship. The journalist is in the position to help spread brand messages and the PR pro is able to provide the journalist with story ideas and information. Often an article is the result of a story pitched by a brand or PR agency, but journalists don’t usually produce content that is purely promotional. Therefore, each pitch needs to have a hook that makes it newsworthy or interesting to the journalist’s audience.  There are several types of topics that it makes sense to pitch to the press.

"Hard" News

PR pitching is easiest when you have news to share.  Although not all pitches are associated with a press release, ones related to news often are.  They might include:

  • Launch of a new product or service
  • Expansion to a new location or office
  • Financial results
  • Industry awards
  • New client wins
  • Executive staffing changes
  • Patent awards
  • Event participation
  • New Partnerships

Features

Coming up with pitch ideas when there is no driving event or “news” is more challenging, but necessary because you don’t always have something major to announce and can’t control the cadence of news.  In the absence of a driving announcement, you need to get a bit cleverer.  Here are a few ideas you might explore:

  • Community outreach and philanthropy
  • Employee engagement programs
  • Growing momentum with a particular industry or market segment
  • Brand tie-in to current events or trends
  • Seasonal pitches

Thought Leadership

Of course, it doesn’t all have to be about you.  Offering your comments on someone else’s news can also be an effective way to generate coverage.  Look for these PR pitching opportunities:

Defence

Also keep in mind, you might want to pitch stories when there is negative information about your company in the public sphere.  This is necessary if you want your side of the story to be represented.  This might be related to:

  • Lawsuits
  • Office closures or layoffs
  • Customer service problems
  • Product flaws or recalls
  • Marque customer defection

No matter which story you pitch, your goal is to make the journalist’s job as easy as possible. Get to the point quickly and be clear about why your story will be of interest to the journalist’s particular audience.  The better aligned your pitch is to the type of story the journalist usually covers, the better your chance of success.

Matt Allison: Founder, Chief Strategy Officer

Matt Allison: Founder, Chief Strategy Officer

Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.

All POSTS

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