The PR Net Digital Event Recap: 'Rejection-Proof Pitching Workshop'

We got the ultimate education in rejection-proof media pitching in our workshop led by journalist Dylan Grace Essertier, whose work has appeared in Vogue, WSJ Magazine, Condé Nast Traveler, InStyle, Coveteur, Domino Magazine, Harper’s Bazaar Art and Architectural Digest, among other top publications. We heard from Dylan on topics such as how to develop an editor's mindset, the elements of a rejection-proof pitch, engaging headlines and more, and she also addressed some of our network’s top pitching questions.

The takeaways:

• Ask yourself three questions when writing your pitch: What problem does this pitch solve for the reader? Is it specific? Is it relevant?
• Do your research on the publication and journalist(s) before you pitch (i.e. has this person covered X topic or brand before? Mention it, if so)
• Consider an editor’s busy schedule when you’re writing a pitch. Always put the pitch at the beginning of your email, and keep it concise
• Do the BFF test: ask yourself if your pitch is how you would talk to your best friend. It should be easy enough for someone to understand, and should show enthusiasm
• Be specific with your subject lines. Instead the vague “Halloween Happenings,” try “Hotels that have serious spooky vibes”
• Editors are spending so much time creating pitching guidelines, making it easy for PRs to understand what they are looking for and what they aren’t (many pubs, including Conde Nast Traveler, have guides online)
• On following up: with editors’ busy schedules, sometimes the fourth or fifth follow up is what finally gets their attention. Be gracious, not demanding. Suggest alternate angles. Don’t be afraid to mention you’d like to know if the pitch is a fit either way
• Creating authentic relationships with freelancers. Pro tip: check their social media to see what they’re interested in/is going on in their lives, so you can approach them more personally
• On subject lines: there isn’t a perfect length or strategy, It’s actually more important to create “open loops” like in storytelling; the human brain wants to know what’s next
  • Examples: “I earn $950 working from my couch”, “the best way to take on the french riviera is by supercar“, “8 surprising food hacks that make you better in 2023”
  • Get in the mindset of the editor and ultimately the reader
  • Keep a folder of articles that spark your interest and what “you have to read” to see what you are curious about and what you’re interested in for inspiration
  • Write in the style/tone of the publication - your subject line should read like it’s a headline on the publication already
• Journalists are looking for a conversation starter, and don’t want to be bombarded with info, so wait to send press release later in your exchange (i.e. “I can send additional information if you’re interested”)
• Everything is visual today, so beautiful, original imagery can help get an editors’ attention (especially if a stock image of your topic isn’t readil available)