A friend recently asked me how to write a PR pitch and so I started jotting down some notes. This is a quick ‘PR by numbers’ but of course the best pitches and projects are those that are not formulaic. Therefore, feel free to take these notes as a starting point if useful and then try to turn your pitch into something altogether different and new.
1) Where are you now?
Media audit – look at coverage and opinions also look at customer
research if available
Also look at current positioning statements and key messages
2) Where do you want to be?
This is a chance to re-iterate the brief and consider what success
would look like, you may wish to use examples of campaigns you admire
3) How do you get there?
Plot out your tactics, actions, timescale and creative ideas such as:
- Journalist contact
- Stunts
- Photography ideas
- Social media
- Celebrity endorsement
- Partnerships with media company or other commercial or charity partners
- Corporate Social Responsibility
- Business-to-business profiles – including forward features
- Feature ideas for consumer publications
- Case studies
- Advertorials (if relevant although I’m personally not a big fan of them : ) )
- Research ideas including detailed reports as well as quick YouGov
type of research
- New launches eg products or new initiatives
- Statements from senior members of the organisation that set out a
new ideas and thought leadership
4) EVALUATION – how will you do this?
5) Costs
6) Timescale
7) Any questions?
Try not to use too many slides and be able to explain your idea without slides. Use pictures not words on any handouts and be comfortable going ‘off script’. Take some extra ideas up your sleeve in case you are challenged to suggest alternatives.
Good luck!!!