This insights post is a summary of the blog post published by K Harvey Brand Partners. View the full post at: K Harvey’s tips on mastering the pitch and measuring for success.
According to Cision’s 2024 Global State of the Media Report [1], press releases are still the top desired content, 61% of reporters prefer to receive original research reports (trends, market data, etc.), over any other type of content from Public Relations professionals. In addition, more than half of journalists said the most valuable information their PR contact can provide is data and research.
With these insights in mind, the PR industry’s current pitching strategy needs rethinking. Reporters who are bombarded with outdated, uninteresting, or irrelevant pitches can get frustrated and feel their time is not being valued. On the other side of the coin, PR practitioners are left wondering why pitches aren’t capturing reporters’ interest.
Understanding tips on how to master the user of data the pitch can help PR professionals craft messages that stand out and resonate with their audience. Using data in a first pitch has several benefits including:
- Journalists tend to cover more stories supported by facts and data
- Data helps to address the industry challenge of credibility
- Packaging a pitch with data helps support journalists’ goals
In addition to making your pitch more effective, it can help to measure the effectiveness of pr efforts. Professionals are employing data-driven PR and marketing to gather data to shape, inform and measure the success of campaigns. Standard metrics like media impressions, advertising value, and publicity value are three indicators used to evaluate the effectiveness of a campaign, but don’t provide the whole picture. These metrics show the reach of a certain campaign or story, but not how well it connected with its target demographic.
To get more details about using data in pitching and integrating more data into campaign measurement, read the full post at: K Harvey’s tips on mastering the pitch and measuring for success.
[1] https://www.cision.com/resources/guides-and-reports/2024-state-of-the-media-report/
