BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist

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With over eight years of experience as a journalist and writer, I'll be giving actionable advice and tips on how to improve your outreach skills, as well as debunking myths and explaining what editors really want from pitches.

Marketing

Making headlines: Pitching
tips and debunking myths
from a former journalist
Surena Chande | Freelance Copywriter
@SurenaChande

@SurenaChande
1. Creating headline-worthy stories
2. Pitching tips: the ultimate dos &
don’ts
3. Debunking common PR myths

@SurenaChande
Creating headline-worthy stories

@SurenaChande
Top tip: Think like a journalist

@SurenaChande
When conceiving campaign ideas, the most crucial thing
to think about is… views!

@SurenaChande
Top tip: Provide journalists with stories they couldn’t
create themselves

@SurenaChande
Add value to Google Trends data campaigns

@SurenaChande
This could be:
- Surveys
- Multiple data sources
- Illustrations

@SurenaChande
Top tip: Preparation is key

@SurenaChande
Pitching tips: the ultimate dos &
don’ts

@SurenaChande
Spelling should be spot-on

@SurenaChande
Don’t undo all of your hard work with careless mistakes!

@SurenaChande
Those 10-12 words yield a lot of power

@SurenaChande
Put simply, a subject line can make or break an
entire campaign

@SurenaChande
Top tip: Clickbait is for readers not journalists

@SurenaChande
Strong stories don’t need tricks

@SurenaChande
Rather than ‘43% of pet owners do X’
Try ‘Almost half of pet owners do X’

@SurenaChande
Front-load your keywords i.e. the subject or location

@SurenaChande
Signpost the type of content they’re getting such as:
(Expert), (Data) or (Illustrations)

@SurenaChande
Pitch essentials:
- No fluff
- Data/key findings
- The ‘why’
- Angles
- Imagery
- Campaign link

@SurenaChande
To-the-point
intro
The ‘why’ and ‘how’
Additional content
Where to link

@SurenaChande
Include the data tables, along with a line of summary

@SurenaChande
Top tip: Expert quotes increase chances of success

@SurenaChande
“Monday mornings are the best time to pitch”

@SurenaChande
“Place visual assets within the email”

@SurenaChande
“You can ask journalists for feedback on solid
campaign ideas”

@SurenaChande
“You can’t pitch the same client that the
internal PR team are pitching to journalist”

@SurenaChande
“You can’t pitch the same journalist twice in
one week”

@SurenaChande
“Several follow-ups within a few weeks
are acceptable”

@SurenaChande
“You can follow-up the next day”

@SurenaChande
“The majority of stories on news lists are PR-
fed”

@SurenaChande
“Pitches should be the equivalent of
two sides of A4”

@SurenaChande
“Journalists simply delete emails from days
when they aren’t working”

@SurenaChande
Thank you and for any further
questions get in touch
@SurenaChande

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