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The Colab Brief - 132: Lessons In Pitching From A Real Live Reporter!

Welcome to The Colab Brief

Author

Ash + Lizzy
August 24, 2024

In partnership with

As PR pros, one of the ongoing, most elusive things that we tackle on a daily basis is how to crack the code of pitching media. 

The strategy behind a successful pitch has changed over the years and is continually evolving with each new reporter and publication.

And while most of the time, we’re the ones providing this information, today we’re in for a special treat.

Ana Lockerbie is a Senior Producer at the BBC. A couple of weeks ago, she went viral for this post on LinkedIn: 

Today, exclusively for our readers, Ana has taken the time to break down what it takes to craft the perfect pitch. 

Take it away, Ana! 

Read Time: 2 minutes

Hi Colab Brief readers - 

I’m usually on the other end of your pitches. I’m a senior business producer for BBC Breakfast and BBC News at One, and I inadvertently went slightly viral in PR circles when I posted ‘the best pitch’ I’ve received in ages on LinkedIn. Lizzy and Ashley have asked me to try to condense what works for me.

BREVITY IS KEY

Like you, we receive hundreds of emails a day. 80 - 90% of these are unsolicited pitches. If you want to grab our attention, keep the intro to a few sentences. What’s the story, and what are you offering?

THE BEST

Tailored is best. We journalists like to feel special. Find out who you’re pitching to, what patch they cover, and what publication/broadcaster they work for. What can you offer them that you’re not offering anyone else?

AND THE WORST

Firing out repeated untargeted releases will generally get you put on my block list. As will using SHOUTY CAPITAL LETTERS and AI to generate a release (we can tell!). I’m a business journalist working on a TV programme; I generally don’t care about most other things unrelated to my specialism, as well as anything appealing to my ‘listeners’ or ‘readers’. I don’t think I’ve ever commissioned anything that I’ve received through one of those generic media databases. Target your pitch.

WHAT GETS YOUR PITCH READ?

I will generally always set aside time to go through my emails, so chances are I’ll read yours, but something that has been written specifically to me will always get my attention. I generally reply, even if it’s not for me this time. I’ll always read something from PRs I’ve worked with before.

THE BASICS

Make sure your spelling and grammar are on point. Please, please, PLEASE get the spelling of your journo’s name right, as well as the programme/publication they work for. And make sure you have an actual story and can back it up before getting in touch. Don’t offer case studies if you can’t make these materialise when asked (and we will ask!). The worst is when you get fairly far down a commissioning process with a PR person, only to find that the story falls apart near the deadline.

Finally, don’t hound your journo. One follow-up is fine, but don’t keep bombarding them because you’ll just annoy them. 

AN EVOLVING BEAST

I’ve found my approach to PRs has changed over the years. Now that I am more senior and have the power to commission, I am less suspicious and more willing to work with people. I’ve found that PRs are increasingly realising the importance of a good story and the way to tell it and I generally enjoy the working relationship!

IN CONCLUSION

Keep it short. Keep it sweet. Make sure you’re targeting the right person.

Remember, I’m just one person (and one PR in particular hated my insights on that LinkedIn post!), but I do think these tips will work for the majority of busy journos.

Happy pitching!

Until next week,

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