Proactive pitching is a powerful way to win media coverage for a client, even when there’s no major news to announce. It also allows PR pros more control over their work. However, proactive pitching can be tricky. It’s a craft that PR pros should constantly hone.

Creating a compelling proactive pitch takes time and practice. There are several elements to consider when drafting a pitch for distribution, including time, relevancy, audience and structure. Below are a few tips help make your next proactive pitch compelling and successful.

1. Relevancy: Is the pitch relevant? A successful pitch is relevant to client’s goals and attracts the right attention. Reporters are constantly looking for timely, new, and relevant stories. When developing proactive pitches, research industry trends and include news and timely statistics. This makes your pitch more relatable to reporters. The more relevant and timely your pitch, the more likely it will earn a response.
2. Audience: Are you reaching the right audience? Before pitching, it’s essential you research your targeted reporters. What are they are writing about now? What stories have they covered in the past? Consider what they might be covering next and what industry trends are important to them. This can help tailor your proactive pitch to their specific reporting, increasing the chances of a response. For example, if your pitch focuses on labor shortages in the agricultural industry, it wouldn’t make sense to pitch a reporter who primarily writes about climate change’s impact on agriculture. Although they are an agricultural reporter, labor issues most likely won’t align with their work.
3. Structure: What should the pitch look like? Reporters are busy. They often don’t have time for lengthy emails. As a result, proactive pitches should be concise. The reader should understand what you’re offering in the first few sentences. Are you looking for contributed articles or interviews? If so, who are you offering as a spokesperson or subject matter expert? What company are they with? Putting this information up top is important so the reporter can quickly assess the opportunity. The pitch should also outline what expertise and perspectives the spokesperson can offer and how your client can be helpful to their reporting. A strong hook reels in the reporter and lets them know you are pitching something related to their work. The first sentence or two should give the reporter a compelling reason to keep reading.
4. Outcome: What is your desired outcome? When developing a proactive pitch, think about your goals. What coverage are you hoping to secure? How will this coverage align with client objectives? You should always pitch with intent and ensure coverage will lead to the right exposure and opportunities for your client. To start, consult with your clients. Do they want contributed articles? Interviews? Sponsored content? This helps you align your pitch with your client’s needs and larger strategies. For example, if your client is looking for contributed article opportunities, it wouldn’t make sense to pitch a publication that does not accept bylines or contributed content.
5. Subject line: What should the subject line be? An eye-catching subject line is as important as the pitch itself. Reporters receive a slew of emails every day. If your subject line doesn’t stand out, chances are your email will simply be deleted.  Compelling subject lines include keywords that are relevant to reporters you’re pitching. For example, if you’re trying to reach journalists that specialize in artificial intelligence, terms like “AI,” “automation,” “machine learning,” “deep learning technology,” etc. could pique their interest. The subject line should convey what the pitch is about in a few words. The more concise, clear and relevant the subject line, the better chance the reporter will click and read on.
6. Timing: When should you send a proactive pitch? This is an ongoing debate. According to a recent survey, 34% of journalists prefer to be pitched between 5 a.m. to 9 a.m. or 9 a.m. to 12 p.m. Meanwhile, only 5% of journalists want to receive pitches after 6 p.m. This is likely because journalists review pitches in the morning before afternoon deadlines. However, is there a particular day that journalists like to receive pitches? According to research, journalists prefer to be pitched early in the week, with Tuesday ranking as the most popular day (34%), followed by Monday (29%) and Wednesday (15%). Keep in mind these days and times as you think through your rollout strategy for your proactive pitch campaign.

Writing a great pitch is an artform. These tips can help ensure your next pitch is timely, compelling and relevant to reporters, and that it wins the coverage your client deserves.