Creating a pitch that cuts through the digital age

By February 14, 2014 February 20th, 2018 No Comments

In our evolving media landscape, journalists and editors are under the pump now more than ever, being inundated with countless pitches every single day. That is why it is vital to create a pitch that is succinct and captivating, written to be effective and cut through the digital age.

As PR practitioners, we are all aware of the standard rules and tips to produce a solid pitch. These are things like:

  • Having a sound understanding of the business/client (this should be without question)
  • Tailoring your pitch to the publication that reaches the appropriate target audience
  • Having a relevant and newsworthy angle
  • Endeavoring to develop a personable relationship with the journalist
  • But in our modern world of communication and the many social channels that are used to feed news, there is more to consider when constructing your pitch:


    Ensure you research the relative journalist. You should know and understand what they write about and their writing style. This way you will gain insight into whether they might be interested in running your story. Additionally, you should be able to tailor the pitch accordingly – one that is personable and relatable.

    Media contacts

    A record of your media contacts should be constantly updated. The media world today is fast paced – people in editing and journalism roles are always changing. Therefore it is important that while documenting your contacts, every few months (or even weeks) you should check in to see if they’re still in the same position so you’re pitching to the right person.

    Additionally, include more than just traditional news journalists or magazine editors – include freelancers and bloggers as well. In today’s digital age there is a multiplicity of avenues where articles are published, therefore it is important to keep your media list broad.

    Provide content

    Include multiple assets like images of the product or what you’re trying to publicize. Journalists are very busy people; so providing all the material to them in one instance makes their jobs much easier. This should also include links and some relevant, additional information.


    Be creative and idealistic – we live in an age of innovation. Where appropriate, feel free to use things like GIF’s to create a sense of humor and appeal.

    Depending on the nature of our client, we want to pitch in a way that resonates with their culture. Is the journalist quirky, then so is the pitch. Is the publication all about stats, then so is our pitch. Everything we do needs to be aligned with our client and also the media we’re talking to.

    Personalisation is key. There is no room for blanket blasts these days.