While pitching is part art and part science, there’s a few best practices we’ve picked up over the years to maximize chances of coverage – as well as developing strong relationships with these influential editors.
Pitching is a key skill for all publicists – we need to convey our clients’ products and news in a way that is true to their brand ethos, but also sparks interest from editors and their audiences.
Editors are more pressed for time than ever before these days – whether pitching them in response to a request they’ve sent out or pitching them with a new launch/story idea, there are a few things that they’ll be sure to appreciate and make it that much more likely they’ll consider your brand!
What do beauty PR agencies in NYC and LA include in the perfect pitch?
Relevance to Their Beat + Current Editorial Calendar
You’ll want to ensure that you’re pitching on-topic! Don’t send a technology editor info about your fashion brand (unless there’s a tech component!) and don’t pitch service-oriented stories to e-commerce editors.
Brevity with All the Main Facts Up Front
Get to the point – quickly. Ensure your pitch starts with a strong hook to captivate their interest and entice the editor to keep reading!
Pricing and Where to Buy Info
Particularly for commerce-driven pieces, it’s important to call out where to buy something, and what it costs. Make the editors job as easy as possible.
Brief Description of Key Ingredients/Materials
Editors want information about what sets a product apart – but again, succinctly. Highlight key ingredients and the benefits they deliver.
Make sure to have both lifestyle imagery and flat shots for editors, and embed some in your pitch (at a low-resolution) to give them a peek of what the products look like.
Affiliate Network Info
SO crucial for product-driven brands. Without an affiliate program, most publications won’t cover a brand. Many outlets make substantial revenue through commissions earned from affiliate links, so ensure these are set up prior to pitching.
With these all presented upfront to an editor, their jobs will be made easier, increasing the chance for coverage.