If you work in a PR agency, you are probably involved in the constant task of pitching campaign ideas to your clients or potential clients with the aim of winning a deal. To be successful in this field, you need to be able to constantly find, attract and retain clients.

No matter who you are pitching to – small, medium, or large organizations – all clients look for one thing in a PR pitch – the “wow” factor. This is an idea that blows their minds and makes you stand out from the competition.

Pitching ideas to a potential client should not be taken lightly or considered a waste of time, especially when there is no guarantee of business. A good, well-researched pitch involves preparation and hard work, and should be viewed as an investment that can open doors for a long-term collaboration or repeat business in the future.

Presenting pitches basically involves a three-step process: Research, analyze, and engage.

How to make the perfect PR pitch

  1. Creativity:Clients need to be presented with a range of out-of-the-box solutions and ideas if you wish to stand out from the hundreds of competitors vying for a piece of the PR market. Truly creative work is achieved only when you know everything about the client’s business, trends and developments in their sector, tactics used by the competition, the backgrounds of people involved in the pitch, etc. In short, do your homework, and get the creative juices flowing.

  1. Facts & figures: Even the most creative idea can prove to be nothing for the client if it is not backed up with authentic data. PR agencies could do well with a pitch that outlines important metrics such as KPIs (key performance indicators), social traffic and ROI impact. Remember to research everything related to the company, including their website, social media accounts, media mentions, etc. This would help you identify the needs and position of the company, which would be useful in drafting your pitch.

  1. Unique solutions: Your aim when pitching to a client should be to provide unique solutions to their problems. Even when the problem is not obvious or the client does not admit it, your task is to use a subtle approach to mention where they are lacking and then offer ways in which your services can benefit them. You should also be ready for any objections or counter arguments, dealing with them diplomatically and proactively. Pay close attention and listen to the client and align your pitch according to their needs.

  1. Success stories: Including demonstrations or case studies on how your clients have benefitted from your services and how their businesses were impacted in terms of increased sales, more awareness or increased social media reach, can help to convince clients. PR agencies could tout earned media placements for former clients to highlight their influence in the media.

  1. Branding begins at home: Before you venture out to win that deal, make sure your own house is in order. A potential client who is researching you (and they usually do) would be instantly put off if they find that your website is outdated, or your social media account posted only once last year. If you want clients to be able to trust your branding skills, you will have to convince them by setting an example in branding your PR business in the most effective manner.

  1. Email: Most PR pitches begin with an email these days. A good idea is to create a master email outlining the services you offer and the results you are getting, which can be sent to companies, with a few personalized tweaks here and there. An email pitch could often lead to a request for an in-person consultation and first important step towards a successful relationship.

  2. Networking: Networking can be done online by sharing content or joining professional groups on platforms such as LinkedIn or other social media channels, or by attending industry events where you can meet relevant people. Chances are you might find your next client there, or someone who might recommend you to a potential client. Either way, in the business of PR, the more people you know, the better it is.

Follow up: Once the pitching process is over, make sure to follow up with emails, phone calls or a visit to continue nurturing the relationship. Be the one to suggest the next step by demonstrating an earnest desire to work with the client and forging a long-term relationship. Engagement with the prospective client before, during and after the pitch is key.