What is pitch slapping?

Picture this: You attend a networking event and find someone who will be a great person to connect with. You let down your guard and start a conversation with them, but there is a twist: In the first encounter, you pitch just after knowing their name and what they do. It could be about looking for a potential job opportunity, a service you offer, or an event you are working with.

Gone are the days when people used to pitch to people they had no idea about. The times have changed. Today, trust acts as a foundation for anything, including PR. People prefer to listen to those they trust, so you should keep reading if you want to make a cold pitch. People reach out to others, hoping for a response. Unsurprisingly, the response rate will be much lower than expected, usually around less than 10 per cent. Some believe this is quite a good number, but what if you can make it with a bigger response rate? Efforts are costly nowadays, so working towards a higher return on investment is crucial. Here’s how:

Why do pitch slaps not work? Here are three reasons why:

It’s an impersonal approach

The R in PR stands for relations. Relationships and connections fuel this industry, so creating a tactic that does not have a personalized touch will not take off with whomever you pitch to. As a PR professional, it is important to focus on quality over quantity of the pitch. Sending a blanket pitch is a big no-no because journalists are quick enough to recognize poorly researched or generic pitches. This means you are sending a message that you have not taken the time to understand the type of story they are interested in or the specific stories they cover. Personalization is the key, so creating a generic pitch can be a dealbreaker.

Disrupts the conversation

The key to pitching is to take things gradually. Pitch slapping can break the natural flow of conversation. Organic conversations help in better understanding and encourage the prospect to collaborate. When engaging with journalists or influencers, the aim is to build rapport and credibility before you start pitching. Opting for pitch slapping breaks the organic flow, so the prospect may not engage with you in the long run.

Your pitch does not offer value

Journalists look for stories that resonate with their target audiences. In other words, they look for stories with unique angles or expert insights. Pitch slapping fails to provide that unique value you want to convey to the journalist. For better outcomes, you can personalize your pitch. When you personalize and offer value, this approach increases the likelihood of the recipient assuming that you respect their work and time.

Here’s what you can do instead:

Provide shareable content

Offer valuable insights relevant to your journalist’s beat, like data or trends. This will position you as a knowledgeable resource rather than someone who just wants to pitch a story. Share content like infographics or whitepapers to establish your credibility.

Personalize your approach

Conduct enough research about journalists and influencers to understand their interests and target audiences. Your tailor-made messages must reflect your genuine interest in their work. For example, add a reference to their articles. Why? It shows that you have done your homework and creates a foundation for an authentic conversation.

Use technology wisely

CRM tools can be useful for tracking conversations, but it’s better to opt for a personalized approach in the initial stage. As you build the conversation, automated messages using CRMs can also be helpful.

Pitch falls can disrupt the way you foster meaningful relationships with journalists. Instead, the way forward is to do enough research about your contacts and engage with them in authentic conversations. So, the next time you are preparing to reach out to a journalist, remember to prioritize connection over a quick pitch. Personalizing your message can provide immense value. 

Moving forward, you can transform your outreach into meaningful connections, creating a win-win situation for you and the journalist.