Pitching is selling a story to media. Not just any story, but a newsworthy story that the media would actually publish – or make them want to contact your client for more information.

Not many PR agencies have caught on to the success of pitching. Which is strange, as editors often receive hundreds of media releases a day. That deluge of information landing on newsdesks is exactly why pitching a story to media therefore often works better than sending out releases.

Distributing media releases that have no relevance to the recipients doesn’t exactly say credibility and are often deleted with a click of a button.

PR agencies should be able to inform their clients on what works and what doesn’t work when it comes to media and PR. After all, that’s what you are there for. Sending out meaningless press releases that are not newsworthy can therefore cause more damage to clients than PR agencies realise.

Pitching is specific. It’s not generalising and it’s not targeting 50 media outlets at one time. When writing a pitch, you should be focusing on a specific topic and fine-tuning it for particular target media. The same goes for sending out the pitch. If you have a yummy food story on how to create the perfect summer menu, you are not going to send it to business media. Pitching is targeted and that’s what makes it relevant.

The art of pitching lies in the angle. Make sure you choose an angle that is relevant to your client and portrays them as an industry leader or expert in their field. A PR practitioner’s job is to make clients look amazing. Not just good, but amazing.

Ever wondered why your client’s competitor is plastered all over the cover of a magazine or newspaper? It’s because pitching a story to media really does work.

Pitching allows you to take control of what information goes out into the media about your client. Because the content you supply isn’t a copy-and-paste straight from a press release, it will have more credibility as an article. Articles or opinion pieces portray your client as an industry expert. When consumers or businesses see your client as an expert, they will want to do business with them.

Pitching is not just about creating a brand. As a PR practitioner, your job is to reinforce your clients’ reputations, and making people aware of who your clients are and what they do.