6 lessons for perfect pitches

For instance, you couldn’t claim that basketball players are only attempting a string of free throw shots every game, or that graphic designers work in Photoshop for 40 hours per week.

The same applies to PR pros. Our jobs rely on multi-faceted expertise, an eye for well-written copy, digital media skills, public speaking prowess and more.

Though media relations is only a portion of what we do, most PR pros spend a significant portion of time pitching. Everything PR pros do is based on a story—whether it begins with our client or in a journalist’s piece.

We use these pitches to discuss our clients with the general public, often through media relations, and often amidst the ebb and flow of the daily news cycle.

Follow these six rules to help polish your pitches:

1. Follow the news.

Before even discussing a pitch, you have to be aware of what’s going on in the world. The trick is to read every day with unending fervor.

Being a step behind in the news or not knowing the intricacies of a story can deal some damage in terms of public image—and it’s not much different for PR pros.