Tips to Avoid Lazy PR in Your Media Pitches

By: John Bowes, Senior Account Manager

Many years ago, on my way to work as a junior PR person, I would listen to the Radio X breakfast show. At the time, it was presented by radio comedy stalwart Jon Holmes. Every Friday, the team ran a feature called Lazy PR. They would mercilessly mock all the badly targeted press releases they'd received in the past seven days. These press releases were totally inappropriate for a rock music station.

The pitches usually consisted of offers for interviews with former Olympic ice skaters, TV gardening celebrities, or fly-fishing experts. They were pushing new products or books that were totally unsuited to the station's listenership.

The Inappropriate Pitches that Went Viral

Sometimes, B2B pitches made their way into the inbox. Jon would sarcastically agonize over whether he should invite a sewage treatment expert to discuss the latest decontamination systems between indie bangers. It was both amusing and illuminating.

The experience opened my eyes to the sheer volume of media pitches carpet-bombed to every conceivable media title. Often, these pitches had no relevance to the target audience.

Understanding Your Target Audience

The takeaway for PR professionals is straightforward. Crafting a perfectly-worded pitch is fruitless if you haven't considered who you're sending it to. Typically, 99 out of 100 emails will simply be deleted. Even if an ill-suited journalist decides to pick up your story, being featured in a publication that isn’t consumed by your target audience won't yield meaningful results.

It's crucial to research and become familiar with a publication’s news values, style, tone, and perspective. Doing so maximizes your chances of a successful pitch.

Crafting Pitches That Catch Attention

Understanding what a journalist values in a story is vital. It is key to crafting a pitch that grabs their attention. Keeping a laser focus on elements that resonate with the journalist will dramatically increase your chances of landing a successful placement.

The Importance of a Personalized Approach

By taking a thoughtful, personalized approach to pitching, you can avoid the Lazy PR pile. You will also build stronger relationships with journalists and secure coverage that truly makes an impact.

Risks of Inappropriate Pitching

If you've ever thought about adding a few more titles to your media list for a pitch, thinking, “What’s the worst that could happen?” The answer could be worse than you think. You might risk harming your reputation.

While it’s unlikely you'll be publicly mocked by a breakfast radio DJ, there's a high chance your pitches will be discarded. More dangerously, you could gain a reputation as a time-waster, a label that can be challenging to shake off.

Conclusion: Elevate Your Pitching Game

To sum up, effective PR requires more than just creativity. It demands strategy and an understanding of your target audience. By ensuring that your pitches are both relevant and tailored, you will see better engagement and positive relationships with journalists.

In the competitive world of public relations, standing out necessitates smart strategies. Let this serve as a reminder to invest the time needed to research your targets and craft your pitches thoughtfully. Doing so will not only save you from the dreaded Lazy PR pile but propel your career onward.

In a landscape filled with noise, the most compelling pitches cut through and deliver value. As PR practitioners, we can do better. Let's commit to elevating our approach.