Four Reasons Why PR Pitching is An Art Form

By Scott Signore

All editorial pitches are opportunities for expression. Through email, direct messages on Twitter, inMail on LinkedIn or any other communications channel, editorial pitching provides us PR professionals with a creative channel for securing a story. It’s an art form, really, and here are four reasons that support that statement:

First, a PR pitch offers the practitioner unlimited creativity. You know the charge at hand, and can accomplish your goal – connecting with a key writer or editor and seeing that they give attention to your story idea – in any manner that is appropriate. The words you use count so much in this circumstance. You may be succinct or detailed, punchy or rich with metaphor or vignettes. Each pitch is a clean canvas and every outreach an attempt to inspire a specific reaction. It’s exciting, as every communication is another opportunity for success!

Second, like an artist working on a commissioned piece, it’s critically important that you consider the audience before getting started. And, that’s typically both the audience (reporters) and the audience’s audience (editors and readers). The better you capture the imagination of the reporter with your initial outreach, the better the chances he or she will be inspired to “sell” the idea to editors and, ultimately, disseminate the story to legions of your client’s preferred readers.

Third, just as when you see a painting and are moved by what it attempts to convey, you know right away if your PR pitch struck a chord when you hear back (immediately and positively!) from your editorial target. It’s a thing of beauty when your creativity captured the interest of your intended subject and inspired action.

And, fourth, the preceding point is particularly true if your pitch was highly personalized for and delivered to a priority writer or editor, whose coverage often results in a landslide of other writers covering the same topic. It’s valuable to create the pitch that keeps on giving, paying dividends long after the client’s last check has cleared.

What am I missing? Can you think of other ways that editorial pitching is an art form?