The ability to pitch to editors is absolutely essential for anyone who wishes to use the media to convey a message. However that pitch is made – be it e-mail, phone or in person – if you can persuade an editor to run your idea for an article you will be very well placed to get good coverage in that article and so reach your intended audience.
However, it is not easy to do well. It is a large part of the reason why companies hire PR experts – in-house and agency. They need people who know how to pitch article ideas to journalists and editors. It’s the skill that marks out the PR professional from the amateur.
And yet, very few PRs know how to do it well. From my experience as a freelance journalist, and from canvassing the views of editors I know and write for, the vast majority of pitches from PRs are poorly conceived, clumsily expressed, and very often a waste of everyone’s time.
This is a problem, not just for the PRs but also for those editors. The first thing that any PR should bear in mind when building a pitch to an editor is that the editor genuinely wants to receive good pitches from PRs. They absolutely rely on them.
Put yourself in their shoes. Their publication is well-targeted – perhaps on a trade such as retail, a business activity such as human resources, a geographical region such as Brighton, or a hobby such as running. Even if they work for a national newspaper they will have a section they edit, such as the arts. The point is that there is only so much you can say about retail, HR, Brighton, running or the arts. And these poor editors need to fill an entire publication or section every month, or every week or every day.
After a while every editor runs out of ideas. Unless they can find a good source of new ideas they will start repeating themselves, their publications will become stale and their reader numbers will fall. Once reader numbers fall so does revenue from subscribers and advertisers. It is a vicious circle that can prove fatal to any publication.
So, they need to find new ideas. They try everything they can to generate them themselves – brainstorming in editorial meetings, asking ad sales colleagues, scouring the Internet for ideas, networking at conferences, and so on. But no matter what they try they will always be reliant on third parties for fresh article ideas.
That’s you and me – PR professionals and freelance writers.
Without us, most publications you see on the news stand would rapidly become very dull. We play a vital role in providing the editors of those publications with new ideas that will stimulate their readers and boost their advertising revenue.
So, they want you to succeed. When they open an e-mail from you they want to see a good idea that they can use.
However, this doesn’t mean that they’ll accept any idea you send. You are up against stiff competition – hundreds of PR professionals and freelance writers, to say nothing of the hundreds of amateurs who want coverage for their cause, story, or business. So, you need to know how to stand out from the crowd.
In my next post I’ll be sharing my thoughts on how to do exactly that (or to learn exactly how to do it, sign up to my course on Pitching to Editors – http://www.alex-blyth.co.uk/training_details.php?id=3) but for now, I’d like to offer this optimistic thought to every PR out there who is struggling to pitch an idea to the media. It’s always difficult, and with so many publications suffering from plummeting ad revenues and so dropping their pagination, it is more difficult than ever beofre. But it is not impossible. And the people on the end of the phone or reading your e-mails DO want you to succeed!