What Makes a PR Pitch Stand Out: Insights from CPRS Vancouver
In an industry where editors receive dozens of pitches daily, standing out is more crucial than ever, especially in today’s competitive digital marketing and PR landscape. At last month's CPRS Vancouver event, Noa Nichol, Editor-in-Chief of Vita Daily, shared the one pitch that truly grabbed her attention—a question that resonates across the PR and media relations world:
"What's a pitch you've received that you actually wanted to follow up on?"
For someone like Noa, who receives over 50 pitches a day, the bar is high. Her inbox is often flooded with superficial product plugs:
🍼 “Look at this new drink flavour”
🍔 “Check out our burger combo”
These are not stories. They're advertisements cloaked as pitches. So what makes her stop and actually engage?
1. Editorial Value: More Than Just a Product
The pitch that earns a follow-up is one that offers real editorial value. Noa looks for stories with multiple angles, depth, and human interest. Can she:
Interview people from diverse backgrounds?
Explore cultural, social, or economic implications?
Uncover something unexpected or thought-provoking?
If the answer is yes, you're already ahead of the pack.
2. Multiple Sources = Momentum
Another green light for Noa is momentum. If she hears about the same topic from multiple people, it signals a trend worth exploring. This kind of pitch isn't just about being first—it's about being relevant. Which can apply to any SEO strategy as well.
3. Persistence Pays (If It's Smart)
Contrary to popular belief, re-pitching is welcome—if done right. Noa appreciates a fresh angle and a clear reason why it's worth revisiting. Context is everything. A good re-pitch shows adaptability and awareness.
4. Print Still Has Power
In a digital-first world, print is far from dead. Some clients still prefer print placements, and editors like Noa recognize that value. It can lend a sense of permanence and prestige to coverage.
5. Media is a Business Too
A candid takeaway from Noa: "If you’re getting paid, I need to get paid too." Media outlets rely on funding, and editorial budgets are often stretched thin. PR professionals should advocate not just for earned media, but for supporting journalism through advertising and sponsored content when appropriate.
6. PR Sustains Journalism
More than just pushing products, good PR sustains the industry. By pitching quality stories and supporting editorial content, PR professionals contribute to the health of independent media.
Final Thoughts: Elevate Your Pitch Game
Whether you're a PR professional or a business owner seeking media attention, always ask yourself:
→ Does my story offer editorial value beyond the product?
→ Am I contributing to a broader trend or conversation?
These aren’t just tips—they're best practices rooted in real-world editorial decision-making.
Join the Conversation
Events like CPRS Vancouver offer invaluable face time with editors like Noa Nichol. They cut through the noise and provide practical insights that can transform your pitching strategy, PR, and digital marketing efforts.
What’s the best media relations advice you’ve ever received? Whether you’re in Vancouver, Toronto or even Los Angeles feel free to share with us in our socials @hackercommunications! Let’s build better stories, together.
