Pitching to Santa Claus: How To Pitch in the Current Market

23 Dec

It’s not about the must-have Tickle Me Elmo this year, it’s about the savings. This year, pitching holiday gift guides was much different from years past. It was important to be cognizant of the economic climate and to position products by highlighting  the added value or the savings.

When pitching a product, it’s necessary to understand the current environment. Public relations professionals must keep current on news and current events. Whether it is the Tiger Woods scandal or the health care reform, both events can play an important part in pitching any product.

Pitching is much more than picking up the phone, dialing a number and saying, “Hello, I’m so and so calling on behalf of blank.” Here’s a few things to remember for your next pitch:

1. Conduct a media audit. Research the journalist and their particular beat. Read at least six of their articles and find a commonality. Thoroughly investigating their writing builds trust in the future conversation.

2. Practice makes perfect. It might seem silly to close the door and read your pitch out loud, but give it a try! I promise this will command more respect over the phone -confidence is key when selling a product or idea.

3. Tailor your pitch. It’s o.k. to have a universal pitch, but when you have completed your research, it’s important to personalize  the conversation to create an open dialogue.

4. Lead with a current industry trend or event. Get in the trenches with your journalists. These people are constantly scouring the news for the next best story. If you are as up to speed as they are, then you can lend more credibility.

Also, check out fashion PR blogger Yuli Ziv sharing her e-mail tips on making your pitch blogger friendly. And, if you’re wondering how not to pitch, check out The Bad Pitch Blog for the best examples. Hopefully you don’t find your pitch posted!

How do you prepare to pitch? Share your tips and stories and have a fabulous holiday, fashionistas!

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4 Responses to “Pitching to Santa Claus: How To Pitch in the Current Market”

  1. Davina K. Brewer December 23, 2009 at 2:50 pm #

    Trying to shoe-horn an off-topic idea through the back door with a random hook or tie-in won’t get it done.

    Having legitimate news, right for the reporter and media outlet is the best way. As you outline, that means reading and researching the writer/mag/blog, and getting them the right pitch for their audience. FWIW.

    • Sarah Essary December 23, 2009 at 5:43 pm #

      Agree! It’s easy to create a hook, but it’s using the right one for the particular reporter that makes for a successful pitch.
      Thanks for sharing, Davina!

      Best,
      Sarah

  2. Rosalinda Birk April 27, 2010 at 4:55 pm #

    I’m so happy to have found your source of this specific topic which match my blog and forum, can I use some of it there if I go and link to your blog?

    • Sarah Essary April 28, 2010 at 4:12 pm #

      Of course! Thanks for checking in.

      – Sarah

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