Adopt personalised and value-driven PR pitching for better results

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 25, 2021, 3:44 PM UTC

The PR industry must gather all available insights and data to improve, learn and reinvent its relationship with reporters.

Only 3.27% of all PR pitches sent to reporters see a response. An even lesser percentage of these pitches eventually convert to coverage. Along with factors like the best day of the week and time to send pitches to reporters, PR professionals must also work towards becoming trusted sources.

The industry must focus on delivering value and authenticity in all communication. Such value-centric outreach helps PR professionals build credibility and, in turn, boost reporter engagement.

Before approaching reporters, PR professional must research their target and identify what value they can deliver to the specific reporter’s audience. Similarly, the PR industry must avoid shortcuts like mail merges to offer more relevant, clear and credible messages. 

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