easy to ignore: why your pitches & press releases kinda suck

I used to be a producer. Here’s what I wish every PR person knew.

My job entailed a lot of small tasks all day, and that day was broken into multiple deadlines. When I came in — actually as soon as I woke up — I started hunting. Looking for stories. Because about 30 mins after I arrived, I knew I would have to walk into a boardroom and pitch to my boss. Fully-formed ideas for stories or interviews for the show that day or night.

Now, granted. I received a lot of pitches. My email was bombarded with them — press releases, announcements, interview proposals. You would think the latter would help solve the former. You would be wrong.

After scanning most of those pitches and dragging them to the trash, I would scour the internet, desperate for something to offer when my name was called in that boardroom.

So here are three things — from a former journalist's perspective — that you probably could and should be doing better.

Make Me Care

I know it might be hard to hear, but your announcement is rarely news. Releasing a new AI product? Hiring 200 new people? Your new vehicles cut emissions by 23%? Great news for you. But not necessarily news for me.

You need to give me a reason to care. Look around. What are people talking about? What's in the news right now? Or, better yet, what's about to be news next week?

Your hiring announcement is suddenly much more interesting on the day that new employment numbers are released. That AI product? Great content the day Canada announces its AI policy. And your vehicle emissions? Hey, isn't Earth Day right around the corner?

Make My Job Easier

As I said at the beginning, I was expected to pitch ideas every day. What really helped were the pitches and releases that clearly "got" what that meant. They were written less like company updates and more like stories. That means they had everything I needed to get this pitch approved — all clearly laid out: relevance, emotion, resonance — all there. So when faced with that question we so often heard, "Why would anyone care?" I had the answer.

And quick side note: if you’re using AI, we can smell it a mile away, and we don’t trust it. Major turn-off. I know it sounds good to the untrained ear, but more often than not those words are saying nothing and annoying everyone. Another reason to hit delete.

Give Me What I Need

When I'm deciding whether to pitch your story, here are some of the things I need to know — things you can easily provide. The more you provide, the more reasons I have to say yes. If I have to track these things down myself (especially in today's overworked, understaffed newsrooms), you've just given me one more reason to say no. Remember, tick, tock, another deadline is coming for me.

Images. I'm talking about original stills and video — not stock, no ads. Repeat after me, NEVER AI.

Good Speakers. When I say good, I mean people from your company who can speak conversationally, offer insights, comment on trends, make observations and contextualize information. If you have video of them doing this, send it.

Characters. Real people affected by something. Maybe it's one of those new hires who, after months of unemployment, now has a job. Maybe it's the person whose health is going to be improved by your new AI-powered product. Or it's the truck driver offering a tour of that shiny new eco truck.

Context. Stats and information — either exclusive to you or from a credible third-party source (think Statistics Canada). And please don't bury it in your release or try to pepper it throughout so I have to hunt for it. Group it and put it near the top. Remember, your reader is likely skimming.

Essential Information. You would be shocked by how many releases and pitches omit this. I need to know when the thing is happening, who is available, and where it’s going down.

Is there more? Yes. So much! But these are the essentials. Make them a checklist before every pitch. Better yet, instead of using AI to write your press release or pitch, use it to review your release before you hit send, and make sure you’re including all of the above.

Happy pitching!