Mastering the Pitch: Data-Backed Strategies for Smarter PR

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How to write the perfect PR pitch for media outreach
Mastering the Pitch: Data-Backed Strategies for Smarter PR
(Cision)
Research: topic journalists/influencers want to cover or subject audience is interested in. Look at data on the publication’s top pieces of content.
Personalization: mention projects journalist worked on and what you liked about them, how what you have fits into their area of coverage, show you’ve been paying attention to their work
50% of journalists receive over 50 pitches per week
Make it easy: make it easy to build out a story you want to tell, images, video, quotes, key facts. Be wary of attachments. CisionOne Outreach (data on interaction with your pitch).
Build relationships: follow journalists, interact
Ask for feedback: ask about your pitching process, look at the data
68% of journalists want original research (trends, market data)
63% of journalists wanted to be alerted to new and upcoming events
Follow up once
6 Strategies to Maximize Impact of Your Earned Media Outreach
Social media
Tailor to each platform (more posts on Twitter, hashtags)
Slower channels (LinkedIn, Facebook) - Short analysis as intro, change the content pinned to top
Engage with people who comment, share
Influencers
Build relationships - don’t just pay them
Paid promotion
Promote content that performs well organically
Owned channels
Show press coverage on your website
Republish content you had published on another site (with permission)
SEO
What content is getting backlinks?
What pitches were well-received?
Retargeting
Promote top-performing content
Email nurture
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