With journalists?ÇÖ inboxes overflowing with pitches, PR professionals face the daunting task of securing the required press coverage. To cut through the noise, they must create compelling pitches that truly capture attention and stand out. In this article, industry experts reveal their secrets for crafting standout media pitches that resonate with journalists and secure coveted coverage.It's important to think like a journalist and put yourself in their shoes to enhance your pitch, opines Manish Sharma, Co-Founder and Director, Key Communications.?Ç£Pitches that resonate with the journalists?ÇÖ beat, are specific to the sector, and relevant to their audience are highly appreciated. Journalists share stories that appeal to a wide audience, so they should be intriguing and relevant. It's essential to strike the right balance by providing just the right amount of information: concise and clear. When structuring the pitch, use the inverted pyramid method, starting with the most significant and attention-grabbing details and then delving into more specific information. Creating curiosity among journalists with your pitch, using catchy words, and highlighting groundbreaking points can make it exclusive and reduce the chances of failure,?Ç¥ says Sharma. <img src='https://erp.adgully.me/artical_image\1a5faa1e040dba5e75078dbefb787cbe.jpeg' class='content_image'>For Sandeepa Santiago, Intrapreneur and Head of Project Management & Communications, CommsCredible, investing time to research and understand the journalist or media outlet is a crucial step to creating a powerful media pitch.?Ç£I try to familiarise myself with the previous articles and topics covered by the journalist. I customise the pitch to align with the media?ÇÖs specific interests. Additionally, I try to incorporate an interesting story hook to highlight the newsworthiness and relevance of the story angle. Including statistics and anecdotes to validate my idea, if possible, significantly improves my chances of success,?Ç¥ Santiago explains. <img src='https://erp.adgully.me/artical_image\ba88375eaad9e19035012e02536f0793.jpeg' class='content_image'>"When crafting a pitch, we focus on a brief snapshot of the larger story and its impact, which can capture the journalist?ÇÖs attention," says Shailesh Goyal, Director, Simulations Public Affairs Management Services Pvt Ltd.?Ç£It is essential to consider their target audience and what may appeal to them. For instance, the same event may need to be pitched differently to journalists covering different beats. We also realise that journalists are pressed for time, so we make it a point to keep the pitch crisp and to the point,?Ç¥ adds Goyal. <img src='https://erp.adgully.me/artical_image\9faefaff347526cda30de1bc60b6ce2e.jpeg' class='content_image'>Girisha Chauhan, Account Director at 80dB Communications Pvt Ltd, emphasizes the importance of aligning pitches with journalists?ÇÖ interests. ?Ç£To create a pitch that resonates, I research their recent articles to understand their preferred topics and angles. Identifying potential hooks like company growth, key announcements, or current industry trends is crucial. A concise, clear pitch with a timely connection to current events strengthens the story,?Ç¥ she notes. <img src='https://erp.adgully.me/artical_image\1d9351e98578d07d4a96b28e438e4aa2.jpeg' class='content_image'>Dr Navneet Anand, Founder & Director, GreyMatters Communications & Consulting, believes that good research forms the fundamental basis to ensure the pitch is rich in uniqueness and piques the interest of the journalist.?Ç£At GreyMatters, we spend significant time understanding journalists' needs. We know they are hungry for compelling narratives, and the best way to draw their attention is by proposing a pitch that is novel, fact-rich, and relevant to their specialization. For a newspaper reporter, the pitch must have a news angle; for a magazine, it should convey a trend; and for a TV reporter, a visual asset is critical,?Ç¥ says Anand. <img src='https://erp.adgully.me/artical_image\5cb45fd7a61829a84f201b0d4c14cbd8.jpeg' class='content_image'>Handling RejectionsHow do PR professionals handle rejection or a failed pitch, and what do they learn from the experience? It?ÇÖs a fact that not all pitches translate into stories, and rejection is part of the process.?Ç£Rejections are part of the game and need not cause heartbreak,?Ç¥ says Goyal. ?Ç£Often, genuinely good pitches are dismissed due to bad timing or reasons beyond our control. If a pitch doesn?ÇÖt elicit a good response, we try to figure out where we may have erred?Çöwas the subject line not good enough? Could the pitch have been explained better? We learn to take this in stride and improve next time. It?ÇÖs also important to have a backup plan, such as an alternate angle or another publication.?Ç¥Manish Sharma adds: ?Ç£Rejections can be seen as valuable feedback rather than a dead end. A failed pitch presents an opportunity for improvement and learning. By analyzing the reasons for rejections, we can redefine our approach and effectively handle failure.?Ç¥Sandeepa Santiago says that if her story pitch is rejected, she makes an effort to understand why it didn?ÇÖt resonate. "This helps me better customize my pitch in the future to align with their interests. My goal is to collaborate with the media, rather than pushing my story onto them.?Ç¥If a journalist rejects a pitch, Girisha Chauhan takes the opportunity to ask for feedback or learn why it wasn?ÇÖt a fit. "This helps me adjust future pitches. Sometimes, if relevant data isn?ÇÖt available immediately, I pause, gather more details, and circle back later. Every rejection is a learning moment to improve my approach.?Ç¥Dr Navneet Anand believes every failure is a lesson and a challenge to self-introspect to avoid repeating mistakes.Key skill-setsWhat are the most important skill sets or traits a PR professional should possess?According to Dr Navneet Anand, a PR professional must have an abiding belief in the power of knowledge. "In our intensely knowledge-driven environment, it?ÇÖs vital to be equipped with relevant information to earn respect from journalists and clients.?Ç¥As we move ahead in the digital era, Manish Sharma notes that technologies and AI are disrupting PR offerings, but a human-centric approach remains crucial. ?Ç£Communicating with empathy, practicing active listening, and paying attention to detail are key traits for effective PR,?Ç¥ he adds.Shailesh Goyal highlights qualities like a winning attitude, patience, and a strong news sense as essential for success in PR. ?Ç£Without these qualities, it?ÇÖs hard to make a mark in this profession.?Ç¥Sandeepa Santiago emphasizes that effective storytelling is the cornerstone of successful PR. ?Ç£A PR professional must communicate complex story ideas clearly and captivatingly. Research is the backbone of storytelling, enabling the development of effective communication strategies.?Ç¥Dealing with Failed PitchesWhen a story pitch fails to take off, PR pros must think creatively to secure media coverage.Sandeepa Santiago recounts a recent experience involving one of her retail FMCG clients. ?Ç£We were in discussions for a feature story, but the client was unwilling to share critical information. We pivoted, engaging in dialogue with the journalist and proposing an alternative story angle that aligned with their interests while highlighting my client?ÇÖs focus. After ensuring a unique spin, we ultimately secured a relevant story,?Ç¥ she recalls.Manish Sharma shares a similar sentiment: ?Ç£Creativity is at the core of preparing a media pitch. We research industry trends to generate ideas and take calculated risks for breakthrough results. In one instance, we crafted a compelling narrative from a client?ÇÖs social media posts on 'Gender Neutral Toilets,' which garnered widespread media coverage.?Ç¥Shailesh Goyal cites a recent example where they approached a milestone sales figure differently, presenting it as a story about job creation and its impact on the local economy, securing valuable media coverage.One time, Girisha Chauhan says she personally flew to another city to meet with editors and secure a face-to-face introduction on behalf of a client. "Establishing a personal connection, consistently following up, and offering exclusive insights helped me build relationships with key editors. I tailored my pitches to align closely with their editorial needs and interests, which eventually resulted in valuable media coverage in major publications. This creative approach of personal engagement, along with a unique angle, proved to be a game-changer."Dr Navneet Anand recounts: ?Ç£When a big hospital asked us to create media coverage around Asthma Day, we coordinated with Delhi Police to screen traffic personnel, resulting in startling findings that made for great media stories.?Ç¥Image by Gerd Altmann from Pixabay

GreyMatters Communications & Consulting, a leading name in PR, advocacy and political communications, has announced registration of its trademark as the company celebrates 14 years of impact in the communications industry.Founded in 2010, the company has successfully navigated the complexities of intellectual property law to achieve this key milestone, a significant step for brand protection.?Ç£Registering a trademark involves a rigorous process that is crucial for securing a company's brand identity. As industries evolve, evidenced by a 13% growth in the Indian PR industry over the past two decades, protecting a brand's unique presence becomes increasingly important. A registered trademark not only shields against unauthorized use but also reinforces a company's distinctiveness in a competitive market,?Ç¥ said Dr Navneet Anand, Founder & Director of GreyMatters Communications.?Ç£Securing a trademark is a challenging yet crucial process. It not only protects our intellectual property but also affirms our commitment to a distinct brand identity. Amidst the industry's rapid growth and heightened competition, this achievement reflects our steadfast dedication and resilience,?Ç¥ he added. Coinciding with this milestone, GreyMatters also announced the launch of an 'Image Ki Raksha' campaign in celebration of Raksha Bandhan. This new initiative offers a series of case studies focused on reputation management, public perception, and image enhancement. 'Image Ki Raksha' aims to provide actionable insights and strategies for brands to maintain and elevate their image in today?ÇÖs competitive market. The storytelling will be fun, yet informative."The campaign serves as a practical guide for companies and brands to safeguard and elevate their image. The 'Image Ki Raksha' initiative aims to highlight the essential role communications agencies play in navigating a market overwhelmed with information. By shedding light on the often-unseen efforts of PR professionals, the campaign seeks to demonstrate the industry's dedication to maintaining and enhancing the reputation of its partners," stated Dr Anand. He also informed that as part of this campaign he is offering a free 5-hour module for small businesses who wish to understand the nuances of PR and brand management. As GreyMatters Communications looks to the future, the company continues to emphasize the importance of robust brand management and strategic communication in an ever-evolving industry landscape. GreyMatters has worked with over 125 partners from Government, Corporate, MNCs, UN Agencies, PSUs, NGOs, Rural Organisations, Political Actors & Political Parties, and independent organisations. The agency has worked in multiple verticals including agriculture, rural development, textiles, technology, healthcare, academic, infrastructure, biotech, government.

Adgully?ÇÖs IMAGEXX Summit and Awards 2024, the premier PR industry event, took place on July 18, 2024, at the Holiday Inn, Aerocity, Gurgaon. This prestigious event brought together industry leaders, professionals, and innovators to celebrate excellence in public relations and communication.The event saw an interesting panel discussion on ?ÇÿThe Future of Public Relations in the Age of AI?ÇÖ, chaired by Bhaskar Majumdar, Co-Originator, CommsAdda. The esteemed panelists included:Dr Navneet Anand, Founder & Director, GreyMatters Communications & ConsultingDr Samir Kapur, Director, AdfactorsManu Kumar, Head of Marketing & Corporate Communications, Hero Electric VehiclesSanjeev Handa, SVP & Head of PR & Communications, Maruti SuzukiVandana Sandhir, Chief Client Strategy Officer, BursonIndiaBhaskar Majumdar started the session by asking a pertinent question, ?Ç£Do I lose my job because of AI??Ç¥ Replying to this question, Vandana Sandhir said, ?Ç£I don?ÇÖt think any of us will lose our jobs if we are smart about how we leverage AI. I think AI has been around for the longest, and we are all bored of talking about AI as a nebulous concept. It is well underway and there are some fantastic case studies of applications, where we are drawing huge value as communications professionals, and public relations professionals. For me, the most telling things are the stories that we see around us. I think it is hands down very clear that AI is very much an integral part, and we at Burson have pivoted ourselves to be a purpose-built agency to create value for our clients through reputation management. We are using a suite of services to be able to identify and listen better through AI to be able to understand the impact of messages, the risks they carry, the amplifications, again very smartly done to have micro experiences, to be able to understand our audiences better, and to have a real measurable impact in what we do as a professional, so that there are no grey areas which historically has been the bane for us as public relations professionals. Thanks to AI and technology our creativity knows no bounds, we are no longer limited by traditional content writing, so I think there are exciting times ahead.?Ç¥Majumdar added here, ?Ç£I completely agree with the creativity part, especially for someone like me who comes from the Orkut age, technology is a big challenge for me, but I?ÇÖm trying to understand podcasts, Twitter chat, and everything. Just a few days back, I created a PowerPoint presentation through AI.?Ç¥Replying to a question on what AI exactly means for communication & marketing, Sanjeev Handa said, ?Ç£What we need to understand as communicators is that the ?ÇÿI?ÇÖ in AI is the intelligence which is nothing but what makes us human. I think that?ÇÖs the quality that humans have, and if that is the ability, then AI is just an extension of that quality, which means we use the quality to make extensions in how we work, and what we do better. Similarly in communications, AI will always be the harbinger of getting into newer ways of doing things, newer ways of measuring things, and newer ways of creating things. I think taking the mundane out of regular work so that people focus on what we are strong at ?Çô relationships, creativity, and doing the new. I think that is the way forward.?Ç¥Majumdar noted, ?Ç£So, the first draft of the press release can be AI and then it has to be checked out by a professional to make it more suitable.?Ç¥Sanjeev Handa added here, ?Ç£I would say the first brief to AI has to be human-led; it?ÇÖs like value in, value out and GIGO (Garbage In, Garbage Out). So, the first thing has to be the human touch, anything you want them to do is subservient. If you want them to do something, you have to coach them to do it.?Ç¥Speaking on how Hero Electric Vehicles is utilizing AI for multiple campaigns, Manu Kumar said, ?Ç£You can automate the processes, but you cannot automate authenticity. So, the relationship between AI and humans has to be symbiotic. I think there is a debate on whether we will have our jobs or not. I don?ÇÖt think that is going to happen, what will happen is that if someone does not want to take up new technology that has come up, then obviously they are out, that happened when computers came in many years ago. At that time, the debate was similar. AI and technology can help and it is already doing a lot of things ?Çô not only mundane stuff, but very important data that it can pull out.?Ç¥Kumar added, ?Ç£One of the issues in communication is how to measure, how to report, and what are the sentiments that are going around. These are the mundane stuff, some platforms were doing it, but with AI what is happening is that it has become a norm. You cannot say that I can?ÇÖt do that or it is very expensive, etc. Ultimately, the person who is managing the relationship and others needs to understand how to read the data. What is also happening is that the role of a PR person or communicator is changing, and you have to upskill yourself. You have to start reading the data because it can give you great insights. And AI can hunt that data which is across platforms. Marketers and communicators can take great help from AI or any other technology and analyze it ?Çô analyze the sentiments, analyze if there is a crisis growing, and what the competition is doing, etc.?Ç¥On whether AI can substitute the media relations skills that PR professionals have, Navneet Anand replied, ?Ç£As communications professionals, it is something to raise concerns all across the spectrum. There was a study done by Oxford University which ranked the jobs that are likely to be affected by AI, where out of the 702 jobs listed, PR was listed at 634, quite down the order. We are safe for now. We have grown up doing human relations, which I think, is something that AI can never replace. And there are many other facets of public relations ?Çô we do a lot of public policy campaigns at Grey Matters Communications. Now there is nuanced, specific research that needs to be done. I have attempted a couple of times to get ChatGPT to respond to my queries about what the textile policy is going to be or what the policy is like from the 1990s and 2000 and so forth. It has failed me miserably, and that is where human intervention is necessary. I think you would always want to go back to the human side, the research side, and Google will remain relevant.?Ç¥Dr Samir Kapur said, ?Ç£There will be certain jobs that will be eroded by AI. IT jobs are getting eroded due to the advent of AI. If it?ÇÖs happening in IT, it?ÇÖs just a matter of time before it will come in PR. What we do not realize is that AI has been there, the only part is its version 3 and version 4 that has disrupted the entire market. It?ÇÖs a matter of time before you look at videos and other images that AI can listen to, read, and all of that. The routine work can, of course, be pre-empted, and the entire aspect can be put onto AI. But the human part is something that has to be worked on, which will have human intervention. For instance, you are a journalist, through AI I will get to know what kind of stories you have been writing, and what your stance is on certain issues. And unlike the current way of doing media relations, which is just issue a press release and that?ÇÖs it, people will understand that this journalist is covering a particular sector, AI will tell who is the journalist who is doing that and it will equip you better. It is not going to take your job, but people who know AI will take your job.?Ç¥These are edited excerpts. For the complete panel discussion, please watch below:https://www.youtube.com/watch?v=BbdDQAcX6wk