3 PR lessons to improve your next press pitch
With over 25 years of experience in PR, we've sent pitches for some of the UK’s best e-commerce brands to thousands of journalists, securing coverage for some and learning valuable lessons from others. Keep reading for the three lessons & the essential steps we’ll now never send a pitch without that will make your press emails stand out and increase your chances of being featured in top UK publications.
1. Harness the power of keywords
One of the keys to getting your press emails noticed is to use keywords strategically. Editors sift through their inboxes to find brands and products that align with their upcoming features. By using relevant keywords in your subject line and pitch email, you make it easier for editors to discover your pitch. These keywords can vary from product details like colour and material to brand values such as sustainability or specific occasions like Mother's Day gifting or Christmas parties.
2. Include tailored imagery
Visual content is a crucial component of any feature, but not all editors have the same preferences. Before hitting send, take a few minutes to research the editor you're pitching to. Check their recent features to understand their image preferences. Some editors may prefer cutout images, while others might mix lifestyle and cutout visuals. Tailor your image options accordingly to demonstrate that you have the assets they need.
3. Personalise your pitch
While personalisation may not always be possible, it can make a significant impact when done right. Follow editors on social media to stay updated on their personal and professional milestones. Reference these events in your pitch email, whether it's congratulating them on a recent engagement or acknowledging their recent promotion. If social media doesn't provide insights, mention specific aspects of their recent features to show that you're paying attention and have done your research.
In our experience these three steps can be the keys to success in the world of PR and securing coverage in the press. If you want to get more details on these steps with examples from our years of pitching AND a bonus 4th step to improve your chances then go and watch our latest YouTube video.
It’s PR, not rocket science, but we reckon you could do that too.