How to Win at Pitching: Key Strategies for Success in both Media Pitches and New Business

Pitching, regardless of what you are pitching, is a heady brew of art and science. While there are some prescriptive elements which reflect the ‘science’ of pitching, anyone in PR will tell you a fair amount of magic and luck can also be involved.

1. Know Your Audience

The first and most critical step in any pitch is understanding your audience. Who are you speaking to? What are their goals, challenges, and pain points? Tailor your message to address their needs and make sure you’re solving a problem they care about. If you’re pitching to a journalist, for example, focus on the story angle and how it resonates with their readers. If you’re talking to a potential client, speak to how your solution will make their lives easier or more successful. If you’re too focused on what you want out of the pitch instead of the person or business you’re pitching to, you’ll likely miss the mark. Take the time to research your audience—knowing their business, their priorities, and even their likely tone can make all the difference in connecting and building rapport.

2. Start with a Hook

The beginning of your pitch is everything. You have mere seconds to grab the attention of your audience before they mentally check out. Start with a hook—a compelling story, an intriguing statistic, or a bold statement. Something that makes them lean in and want to know more. In PR, we often recommend starting with a hook that presents a challenge or problem—one that your pitch will solve. For example, you might begin by saying, “Over 60% of brands fail to engage with their target audience effectively, which means they’re missing out on significant opportunities.” This immediately signals that you understand the problem, and your solution is going to provide value.

3. Be Clear and Concise

Clarity is key. Avoid the temptation to overcomplicate your pitch with jargon or unnecessary details. Get to the point quickly and ensure that your message is simple and digestible. A pitch should feel like a conversation, not a monologue. For a successful pitch, focus on the “what,” the “how,” and the “why.” What are you offering? How will it benefit your audience or their company? And why is it important? These three questions should guide the structure of your pitch, helping you stay focused and to the point.

4. Show Results and Numbers

Numbers talk, and they can speak volumes in a pitch. Whether you’re pitching a product, a campaign, or an idea, back up your claims with data and results. If your pitch is about improving brand awareness, for example, include relevant case studies or statistics that show the success of similar initiatives Showing how your idea has led to tangible results builds credibility and demonstrates that your pitch is more than just an idea—it’s a proven strategy that works. Don’t just tell your audience you can do something; show them how you’ve done it before and the impact it had. The same principle applies when you are pitching the press. If you are pitching the media a story, any original statistics, or even external statistics can help to validate your point and strengthen your reason for getting in touch at all.

5. Anticipate Questions

A great pitch anticipates and addresses potential objections or questions before they arise. Think about the possible concerns or doubts your audience may have, and proactively provide solutions or reassurances. This shows that you’ve thought through every aspect of your pitch and are prepared to address any challenges. Being prepared for tough questions also allows you to stay calm and composed. If a potential client or journalist asks something unexpected, respond confidently and use the opportunity to showcase your expertise. However, if you need to check something, don’t be afraid to do this too; It’s better to provide an accurate answer later than to provide an inaccurate one earlier!

6. End with a Call to Action

A pitch is only effective if it leads to action. Always conclude with a clear call to action. Whether you want the recipient to book a follow-up meeting, sign a contract, or share your story, be specific about what you want next. Make it easy for your audience to take the next step. For example, if you’re pitching services to a client, ask if they’d like to schedule a follow up call. If you’re pitching to a journalist, suggest a time for a follow-up call with your client to discuss the story further.

7. Remain Flexible

The best laid plans of mice and PR people often go awry! In a new business pitching scenario, it’s important to remain flexible in order to respond to the language and feedback of the prospective client. You may have gone in expecting the conversation to go one way, and it will go in an entirely different direction. Have the fluidity as a PR person to anticipate this, and to adjust your pitch appropriately. Similarly, with the press, the news cycle dictates everything. If you think you need to bring a scheduled pitch forward, or push it back based on the news cycle, have the confidence to be honest with your team and client about this: The success of the pitch is ultimately the most meaningful factor, and adjusting plans is sometimes the best way to ensure this. This guide is a part of our ongoing ‘How to Guide’ series. To read more, please click here.