Pitch Perfect: 4 Ways to Level Up Your Media Outreach

Kristin Durand Leave a comment

If you work in media relations, you’ve probably written a pitch before — but as you probably know, writing the pitch is only part of the challenge. 

The other part is getting journalists to say yes… and there’s a lot of competition for their attention. A survey of over 1,000 journalists last year showed that 49% received at least six pitches daily. Twelve percent received more than 21 pitches every day.

How can you break through the noise? It’s important to pitch the right journalists at relevant publications, and to be persistent but not pushy. 

Here are four ways to reach the right people, tell your organization’s story and maintain good relationships with journalists.

1. Research Your Media List, Then Do It Again

Reporters often have clearly-defined focus areas. Finding out what they are will help you pitch angles they’re more likely to cover. A local news reporter may not be interested in an expert who’s across the country; a writer covering parenting tips probably won’t care about a factory opening. Take the time to understand what they cover so you’re pitching relevant stories. 

Look out for changes, too, since reporters’ beats can shift dramatically. One Wall Street Journal reporter recently shared he’s switched to covering AI and computer chips. It’s his seventh assignment in 15 years, and a far cry from his previous focus: Disney and Hollywood studios. A few years ago, he might have loved a pitch about your company’s Disney tie-in. Today? Not so much.

2. Don’t Forget About Trade Publications

When we start in PR, many of us dream of earning a New York Times mention or a CNN interview. But when you’re telling a client’s story, your top priority should be reaching the people who need to hear it. That doesn’t always mean a mention in a publication with millions of readers. 

An in-depth feature in a trade publication could yield more meaningful results than a mention in a better-known publication. In a survey of C-level executives, managing directors and senior vice presidents, more than 80% of respondents agreed that trade publications directly impact their purchasing decisions. 

Industries like healthcare, IT, agriculture, retail and finance, in particular, have many trade publications with unique topical and geographic focuses. 

3. Be Persistent But Respectful

Your emails will slip through the cracks sometimes. If your story is a great fit for a reporter, a follow-up can make the difference. 

Just don’t overdo it. One report found 64% of journalists agree that PR pros should send only one follow-up message. A barrage of follow-ups could annoy them and hurt your chances of getting their attention with another pitch later. 

4. Track Journalists’ Feedback

Use a spreadsheet or the notes section of your pitching software. Even if journalists aren’t interested in your pitch, they may provide valuable feedback. Responses like “this isn’t a great fit for me” or “I’m not working on any related stories right now” can help you target future pitches.

Detailed notes will help you spot patterns. If a journalist responds “I’ll pass” to three pitches in a row, maybe it’s time to give them a rest or reconsider your angles. 

Final Thoughts: Keep Learning

There’s so much more to pitching than one blog post can teach. The good news is that many resources can help you continue to grow. 

PRSA offers a range of on-demand courses that can help you hone your pitching approach, including Crafting the Perfect Pitch and The Definitive Guide to PR Writing. Throughout the year, PRSA webinars (many free or discounted for members) also provide tips to stay on top of trends and keep your pitches relevant.

PR software platforms like Muck Rack and Cision publish articles and even offer online courses about how to level up your pitching.

Happy pitching!

About the Author

Nigel Becker is the Social Media Chair of PRSA New Professionals, overseeing the section’s Instagram and Facebook. He graduated from The Ohio State University in 2024 and is an account associate at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio.

Announcement: The PRSA New Pros Blog is Back

PRSA New Pros Leave a comment

Hello New Pros!

We’re excited to share that the blog is officially back! Over the past few months, we’ve been working behind the scenes to refresh our content and bring you even more valuable resources to help you thrive in the early days of your PR career, whether you’re fresh out of school or making a career switch. 

We’re not done yet! Looking forward, we have an insightful line up of content coming your way including: 

  • ✅Blog: Fresh insights on networking, leadership, and strategies to take your PR career to the next level.
  • ✅ Upcoming Webinars: Stay tuned for a lineup of engaging sessions featuring industry experts who will share practical advice and trends to help you succeed.
  • ✅ Mentorship: Our chairs are building a strong mentor network to help you thrive. Keep an eye out for the mentee application, coming soon.
  • ✅ Insightful and Practical Social Media Posts: Follow us on Instagram for tips, updates, and advice.
  • ✅ Member Spotlights: Have you achieved something great in your professional journey? We’d love to feature you! Complete our Member Spotlight to be featured and inspire others in our community.
  • ✅Quarterly Newsletters: Stay in the loop! Our newsletters will keep you updated on upcoming events, helpful resources, and curated content designed to give you an edge in the ever-changing communications landscape.
  • ✅ Professional Insights Video Series: Advance your career with our video series on Instagram featuring advice from industry leaders and peers. We’ll share bite-sized tips, career insights, and behind-the-scenes wisdom straight from the experts.

If you have any questions, ideas, or topics you’d like us to cover, feel free to reach out to any of our board members; we’re here to support you. If you’d like to volunteer, keep an eye out for our volunteer form in the upcoming months to join our committee next year.

Thank you for being a member of the New Professionals Section!

— Mariola Lach, Section Chair

My Tips for a Dramatic Career Change: Part 3

Mikayla Pryor Leave a comment

This is the continuation of a three-part series. If you’d like to read my first entry, start here. 

Hello again! First, we talked about getting in the right mindset, then we talked about preparing for the job search, finally, we will be discussing what to do for interviews and how to deal with it afterward.

Rehearse without an interview

When you think about it most behavioral interview questions boil down to a few things: Are you reliable? Are you skilled? Are you easy to work with? Look up interview questions online and write responses to them. This will give you a collection of answers to pull from depending on the question. It’s not cheating. You’re exhibiting your thought process and experiences. The only thing that changes is the possible employer. Also, think of previous positions and how they could apply to these questions as well. Remember your past is valuable. For tests and technical questions, after taking the time to learn a new skill your capability should appear naturally. If an interview doesn’t go well think of what didn’t work and review it. Don’t be afraid to ask the recruiter for feedback.

Save the Scraps

Eventually, you will need a portfolio of your writing abilities to show employers. After an unsuccessful interview or two, you may feel you aren’t getting anywhere but fear not. With every failure, there is always something to take from it. Save your writing tests. Whatever it is, a social media post, press release, or pitch. Save it, improve it, and add it to your portfolio. Don’t let the screener call and 40-minute interview be in vain. This time worked in your favor. Free material in your own words and ideas. You’re welcome.

Remember you are doing your best

Keep in mind that you are HUMAN. If you don’t get a role it usually isn’t, a reflection on you. The company will put its needs first meaning finding the person who can fill those needs. Just because they don’t think you’re a good fit doesn’t mean you aren’t skilled or have nothing to offer. No one will really know who you are in 40 min interview. Job searching can be challenging especially on your self-esteem. Remember to take breaks during your search. Meditate, exercise, consider therapy, and do things that make you happy. You work to live, you don’t live to work.

About: Mikayla Pryor was born and bred in Charleston, SC. She currently lives in Atlanta, Georgia working for Berlin Rosen on the New York Public Affairs Advocacy team. She is also the Blog Chair for the PRSA National New Pros Committee. Her hobbies include studying aerial hoop, watching anime, and feeding her beagle mix too many treats.

Mikayla Pryor Leave a comment

This interview was conducted by current Ball State University public relations graduate student Claire Morrell. The following article is based on that interview with Matt Kelly.

Crisis communication has become an integral skill for public relations professionals. Matt Kelly, the deputy market leader at BCW and a graduate of Ball State University’s master’s in public relations, laid out lessons from his most successful crisis communication cases.

It’s more about a crisis manager’s mindset than tactics itself – “Enraged to Engaged”

Matt Kelly has worked on many high-profile crisis cases throughout his career. Most recognizably, Kelly provided his professional assistance in cases such as the Deepwater Horizon Oil Spill in 2010. When asked how a professional communicator could best manage and orchestrate crisis communication efforts in the ever-changing digital and social media environment, Mr. Kelly took a personal approach. He shared an antidote from his experience working with BP during this crisis.

When working on this particularly challenging crisis, Kelly reminded himself that the people on the other side of the screen were just that: people. They each have different lives that they lead and different passions and aspirations. The same could be said for the corporation members on the other end of the crisis. Even with everything they were facing, their career is just one aspect of their identity. In this situation, Kelly took a page from Apple TV character Ted Lasso’s book. He created a motto that he and his team of community managers could use as a goal through the crisis, “Enraged to Engaged.”

He acknowledged that it was going to be nearly impossible to change the public’s mind about the corporation he was working with. Instead, they needed to focus their efforts on creating an environment with people who have constructive or positive insights to contribute. His team would create a welcoming environment to encourage dialogue rather than an argument. By doing this, they were gaining back control over the crisis and were able to start repairing the relationship between the corporation and the public. Mr. Kelly emphasized that it is important as communicators to remember that the job of a public relations expert is to be the conscience of the client while providing sufficient information to all parties involved to make a more educated, controlled decision.

During Matt Kelly’s time at Ball State, he was well prepared for the atmosphere of crisis communication where critical thinking, research, and problem-solving are demanded. He mentioned that he benefited most from Ball State’s public relations graduate program that focuses on strategic communications, market research, project planning, and development. Kelly’s experience with Ball State’s master’s in public relations master’s gave him a glimpse into the public relations practitioner’s lifestyle and helped to better prepare him for the rigors of the career environment.

More about the Interviewee: Matt Kelly is a digital/social leader and connections strategist. He has worked with top brands like State Farm, McDonald’s, VF Corporation, Discover Card, BP, Dow Chemical, SC Johnson, Conagra Brands, and others to improve their reputation and advance business objectives through smart strategy and creativity. He bridges the gap between creativity and strategy to ensure the brief doesn’t only produce content but moves people toward an objective. He’s a design thinker, brainstorm leader, connections strategist, and channel planner.

More about Ball State’s master’s in public relations: If you are looking to further your education and gain experience on the topic, consider pursuing your master’s degree. Ball State University’s public relations graduate program is entirely online, allowing you to further your education while simultaneously continuing your professional experience. During your time at Ball State, you will gain valuable knowledge that can actively be applied in your career environment. If you are interested in Ball State’s public relations master’s program, you can apply today.

My Tips for a Dramatic Career Change: Part 2

Mikayla Pryor Leave a comment

This is the continuation of a three-part series. If you’d like to read my first entry, start here. 

Welcome back! I hope my first set of tips was helpful. Now we’re going to dig into a smaller but more technical bit of the process, learning the skills for your new field and revamping your resume.

Learn, Learn, Learn!

Time to hit the books! Look for courses and books on the subject you want to learn. My tools of choice are LinkedIn and Coursera. However, there are many more MOOCs that exist besides the two. Taking the time to acquire a new skill set will show that you are qualified when the time comes. It will also familiarize you with jargon and methodical approaches that someone in your chosen field would know, which helps when you want to be seen as a professional. Search the job title and variations of it online. Pick a handful of job openings and study the job descriptions. Similar phrases will give you direction on where to start finding what to study. For example, you type in communication specialist, the terms you frequently see are media monitoring, campaign strategy, adobe suite. That is where your curriculum starts. Whether it is hard or soft skills, you will most likely find it in an online course.

Overhaul your resume

Today your resume is obsolete. This is the time to rewrite it from scratch. Think of all the jobs you’ve had in your life so far. That’s a plethora of skills you can use to your advantage. I worked a series of jobs to pay rent. Housekeeper, retail worker, car parts courier, bench technician, armored vehicle specialist, etc. You get the idea. Every job I’ve ever had had something to teach me, whether it was how to deal with disgruntled customers or how to tin wires with solder. It’s valuable. You can go two routes:

  • Only include the positions somewhat relevant to the job you want.
  • Keep what you already have and tweak the language.

By that, I don’t mean lie. I mean, highlight your accomplishments, the numbers you helped produce. For example, As a retail team lead, your team surpassed their monthly quota by 20% under your supervision. Not only that, depending on the job you’re applying for, look for keywords you could add to your resume to pass the dreaded ATS. Keep it if you see the same language on multiple job descriptions for this job title.

This section may take you a while, but it’s the meat getting you where you want to go. In our last lesson, I will share tips on handling job interviews, especially when they don’t go your way.

About: Mikayla Pryor was born and bred in Charleston, SC. She currently lives in Atlanta, Georgia working for Berlin Rosen on the New York Public Affairs Advocacy team. She is also the Blog Chair for the PRSA National New Pros Committee. Her hobbies include studying aerial hoop, watching anime, and feeding her beagle mix too many treats.