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Making headlines: Pitching
tips and debunking myths
from a former journalist
Surena Chande | Freelance Copywriter
@SurenaC...
@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
Your client comes second
@SurenaChande
Top tip: Think like a journalist
@SurenaChande
When conceiving campaign ideas, the most crucial thing
to think about is… views!
@SurenaChande
How do we get these?
@SurenaChande
@SurenaChande
@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
@SurenaChande
@SurenaChande
Pitching tips: the ultimate dos &
don’ts
@SurenaChande
Accuracy is essential!
@SurenaChande
@SurenaChande
Double-check your data!
@SurenaChande
Spelling should be spot-on
@SurenaChande
Don’t undo all of your hard work with careless mistakes!
@SurenaChande
Nail your subject lines
@SurenaChande
Those 10-12 words yield a lot of power
@SurenaChande
Put simply, a subject line can make or break an
entire campaign
@SurenaChande
@SurenaChande
@SurenaChande
@SurenaChande
Top tip: Clickbait is for readers not journalists
@SurenaChande
Strong stories don’t need tricks
@SurenaChande
Journalists are time-poor
@SurenaChande
Spice up your statistics
@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
@SurenaChande
Signpost the type of content they’re getting such as:
(Expert), (Data) or (Illustrations)
@SurenaChande
The Content
@SurenaChande
Cut the waffle!
@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
The rest of the pitch?
@SurenaChande
Include the data tables, along with a line of summary
@SurenaChande
Top tip: Expert quotes increase chances of success
@SurenaChande
Explain the methodology
@SurenaChande
Debunking common PR myths
@SurenaChande
“Monday mornings are the best time to pitch”
@SurenaChande
7am-3pm
3pm-11pm
8am-4pm
@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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Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 19 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 20 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 21 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 22 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 23 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 24 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 25 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 26 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 27 BrightonSEO - 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Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 37 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 38 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 39 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 40 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 41 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 42 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 43 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 44 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 45 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 46 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 47 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 48 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 49 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 50 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 51 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 52 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 53 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 54 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 55 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 56 BrightonSEO - Surena Chande - Making Headlines: Pitching Tips & Debunking Myths From A Former Journalist Slide 57
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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.

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

  1. 1. Making headlines: Pitching tips and debunking myths from a former journalist Surena Chande | Freelance Copywriter @SurenaChande
  2. 2. @SurenaChande
  3. 3. @SurenaChande 1. Creating headline-worthy stories 2. Pitching tips: the ultimate dos & don’ts 3. Debunking common PR myths
  4. 4. @SurenaChande Creating headline-worthy stories
  5. 5. @SurenaChande Your client comes second
  6. 6. @SurenaChande Top tip: Think like a journalist
  7. 7. @SurenaChande When conceiving campaign ideas, the most crucial thing to think about is… views!
  8. 8. @SurenaChande How do we get these?
  9. 9. @SurenaChande
  10. 10. @SurenaChande
  11. 11. @SurenaChande Top tip: Provide journalists with stories they couldn’t create themselves
  12. 12. @SurenaChande Add value to Google Trends data campaigns
  13. 13. @SurenaChande This could be: - Surveys - Multiple data sources - Illustrations
  14. 14. @SurenaChande Top tip: Preparation is key
  15. 15. @SurenaChande
  16. 16. @SurenaChande
  17. 17. @SurenaChande Pitching tips: the ultimate dos & don’ts
  18. 18. @SurenaChande Accuracy is essential!
  19. 19. @SurenaChande
  20. 20. @SurenaChande Double-check your data!
  21. 21. @SurenaChande Spelling should be spot-on
  22. 22. @SurenaChande Don’t undo all of your hard work with careless mistakes!
  23. 23. @SurenaChande Nail your subject lines
  24. 24. @SurenaChande Those 10-12 words yield a lot of power
  25. 25. @SurenaChande Put simply, a subject line can make or break an entire campaign
  26. 26. @SurenaChande
  27. 27. @SurenaChande
  28. 28. @SurenaChande
  29. 29. @SurenaChande Top tip: Clickbait is for readers not journalists
  30. 30. @SurenaChande Strong stories don’t need tricks
  31. 31. @SurenaChande Journalists are time-poor
  32. 32. @SurenaChande Spice up your statistics
  33. 33. @SurenaChande Rather than ‘43% of pet owners do X’ Try ‘Almost half of pet owners do X’
  34. 34. @SurenaChande Front-load your keywords i.e. the subject or location
  35. 35. @SurenaChande
  36. 36. @SurenaChande Signpost the type of content they’re getting such as: (Expert), (Data) or (Illustrations)
  37. 37. @SurenaChande The Content
  38. 38. @SurenaChande Cut the waffle!
  39. 39. @SurenaChande Pitch essentials: - No fluff - Data/key findings - The ‘why’ - Angles - Imagery - Campaign link
  40. 40. @SurenaChande To-the-point intro The ‘why’ and ‘how’ Additional content Where to link
  41. 41. @SurenaChande The rest of the pitch?
  42. 42. @SurenaChande Include the data tables, along with a line of summary
  43. 43. @SurenaChande Top tip: Expert quotes increase chances of success
  44. 44. @SurenaChande Explain the methodology
  45. 45. @SurenaChande Debunking common PR myths
  46. 46. @SurenaChande “Monday mornings are the best time to pitch”
  47. 47. @SurenaChande 7am-3pm 3pm-11pm 8am-4pm
  48. 48. @SurenaChande “Place visual assets within the email”
  49. 49. @SurenaChande “You can ask journalists for feedback on solid campaign ideas”
  50. 50. @SurenaChande “You can’t pitch the same client that the internal PR team are pitching to journalist”
  51. 51. @SurenaChande “You can’t pitch the same journalist twice in one week”
  52. 52. @SurenaChande “Several follow-ups within a few weeks are acceptable”
  53. 53. @SurenaChande “You can follow-up the next day”
  54. 54. @SurenaChande “The majority of stories on news lists are PR- fed”
  55. 55. @SurenaChande “Pitches should be the equivalent of two sides of A4”
  56. 56. @SurenaChande “Journalists simply delete emails from days when they aren’t working”
  57. 57. @SurenaChande Thank you and for any further questions get in touch @SurenaChande
  • RuthBarrettPR

    Jul. 23, 2021

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.

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