Vitis PR agency

The ideal pitch to the press - part 1: talk don't pitch

All too often PR professionals pitch ideas to journalists with no real thought to the story’s angle or how relevant it is for the journalist / media they’re pitching to. At Vitis, we make sure everything we send to the media is to the point so it doesn’t waste their time. Here, we give you the first of our simple, all-important top ten tips to consider when targeting the media with a pitch:

1. TALK, DON’T PITCH: write your pitch as if you’re speaking to friends in a pub. Use simple, straight to the point language and avoid stuffy and formal talk as most journalists prefer not to have to wade through small talk and formal opening phrases such as “I hope you’re well” before getting to the point. Basically, start your pitch with the most important thing – the fact that it is a pitch. So, rather than opening your pitch with “Dear Journo…” start it with “PITCH”. This will ensure the journalist looks at it with their mind switched on to your pitch topic.

Our next tip this week will give you a run down on timing awareness.

Here's the rest of the series:

1. The ideal pitch to the press - part 1: talk don't pitch
2. The ideal pitch to the press - part 2: timing
3. The ideal pitch to the press - part 3: contact
4. The ideal pitch to the press - part 4: subject lines
5. The ideal pitch to the press - part 5: everyday news
6. The ideal pitch to the press - part 6: positioning
7. The ideal pitch to the press - part 7: preamble
8. The ideal pitch to the press - part 8: attachments
9. The ideal pitch to the press - part 9: summarise
10. The ideal pitch to the press - part 10: time sensitive