Tips for Personalizing PR Pitches

How many times have you logged on to Linkedin and found yet another email that starts with: "Hey [First Name]," followed by a generic pitch that does not concern your interests or needs. Sound familiar? We've all been there. And it's frustrating. As a fractional CMO/Consultant, I've seen this happen repeatedly. Businesses think they're doing personalization right but need to do better. It's not enough to use someone's name or company. 👉🏾 True personalization is about understanding their challenges, goals, and needs. For example, on LinkedIn, scroll through their feed and see what they post, talk about, like, and comment on. This helps as a starting ground on how to approach them and what to discuss. So, instead of sending a LinkedIn message that says: "I'd love to connect and learn more about your business," try something like: "I noticed you're working on [specific project]. I have some ideas on how you could [achieve a specific goal]. Would you be open to a quick chat?" See the difference? It's not just about being personal; it's about being relevant. And when you're relevant, you're not annoying — you're helpful. 👉🏾 So, think about this the next time you craft a personalized outreach campaign. →"Would I find this message valuable? →Does it address my specific needs and interests?" If the answer is no, it's time to return to the drawing board. 👉🏾 Also, tools like Crystal Knows help you fine-tune your message and tone when reaching out to maximize the impact of every conversation. Let's aim for genuinely helpful messages, not just another annoyance in their inbox. What do you think about personalized outreach? #b2bmarketing #demandgeneration #leadgeneration #ABM

I analyzed 20 successful pitches that have gotten our clients into publications such as The New York Times, WIRED, TechCrunch, and Forbes. Here’s what I found: Landing top-tier coverage is about ruthless efficiency in answering three core questions upfront: 1. Nail the Value Proposition (Answer: "What's in it for their audience?") Crystal Clear Offer: interview, data, exclusive, op-ed. Examples: "May I forward [NAME]’s exclusive article on how overlooked bathroom accessibility is quietly impacting restaurant profitability?” (Modern Restaurant Management). Audience-Centric Angle: Frame the story around the publication's readers, not your client's news. Examples: “How employers like Coca-Cola and CVS are using credit-building tools to support underserved workers—and why it’s the new frontier in employee benefits” (Employee Benefits News). 2. Establish Immediate Credibility (Answer: "Why listen to this source?") Signal Authority: Clearly state the source's relevant expertise, title, or company. Example: “[CLIENT NAME] was the youngest [INDUSTRY] founder to raise VC at 18, a Thiel Fellow, and a Forbes 30U30 honoree” (CNN, Forbes). Show, Don't Tell: Use specific proof points–funding amounts, user numbers, notable clients/investors, past awards. Examples: “Over 50,000 users and $41M in payments processed” (Business Insider). Leverage Validation: Mentioning previous high-profile media hits or partners adds weight. Example: “He’s previously been quoted in Reuters, Bloomberg, and CNBC on high-profile trademark cases” (TechCrunch). 3. Demonstrate Urgent Relevance (Answer: "Why now and why me?") Timeliness Hooks: Connect to breaking news, current events, trends, data releases, or awareness weeks. Example: “Neuralink filed a trademark for ‘TELEPATHY’ yesterday—here’s what it could mean for brain-computer interfaces” (WIRED). Laser-Focused Targeting: Show you understand the journalist's beat and the publication's focus. Example: “I know you’re all over the EU startup scene, so I wanted to offer you an exclusive on [CLIENT NAME] atom-by-atom printer” (TechCrunch). Brevity & Clarity: Deliver the core message quickly and make the call-to-action easy. Short paragraphs, clear language, direct asks, etc. Example: Ending with a simple question like “May I forward the article?” or “Interested in speaking?” Here’s a checklist that puts it all together: ✅ Value Proposition Clear? (Offer + Audience Focus + Assets?) ✅ Credibility Established? (Authority + Proof + Validation?) ✅ Relevance Obvious? (Timeliness + Targeting + Clarity?) Questions? Ask me in the comments section 👇

(A note to all my overwhelmed comms managers who are doing it all!!) If you’re in a comms role and suddenly expected to “do PR,” you're definitely not alone. Press isn’t just an extension of marketing, it’s a completely different discipline with its own rules, rhythms and relationships. Over the years, I’ve worked with lots of comms managers who were expected to “just send a press release” and instantly generate coverage. Often, they're given KPIs that simply don’t work in press, because media coverage doesn’t follow the same logic as campaign impressions or email open rates. Below are a few common mistakes I see (as a former journo), usually driven by pressure to deliver arbitrary amounts of coverage, that can actually backfire (and what to do instead.) ❌  𝗡𝗼𝘁 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗻𝗲𝗲𝗱𝘀 𝗮 𝗽𝗿𝗲𝘀𝘀 𝗿𝗲𝗹𝗲𝗮𝘀𝗲 I know your internal stakeholders think it’s a big deal, but unless it’s a senior appointment, a substantial survey (2k+ sample) that has something new to say, or a genuinely new product/service, a press release is overkill. Focus on the story, not the format. 𝗦𝗽𝗿𝗮𝘆 𝗮𝗻𝗱 𝗽𝗿𝗮𝘆 𝗱𝗼𝗲𝘀𝗻’𝘁 𝘄𝗼𝗿𝗸 Sending a generic release to 200 journalists isn’t outreach, it’s a lot of unnecessary noise. Offer an exclusive where you can. Build fewer, stronger relationships. 𝗜𝘁’𝘀 𝗻𝗼𝘁 𝗮 𝗞𝗣𝗜 Press releases aren’t monthly deliverables. Only send one when there’s actual news. It’s better to pitch strategically than tick a box. Focus on outcomes, not output. ✅ 𝗧𝗮𝗶𝗹𝗼𝗿 𝘆𝗼𝘂𝗿 𝗹𝗶𝘀𝘁 (𝗮𝗻𝗱 𝘆𝗼𝘂𝗿 𝗽𝗶𝘁𝗰𝗵) I rarely pitch to more than 10 target titles. And each one gets a slightly different version - based on what that journalist actually covers. Spend the crafting your pitches, instead of pushing out hundreds of emails. 𝗞𝗲𝗲𝗽 𝗽𝗶𝘁𝗰𝗵𝗲𝘀 𝘀𝗵𝗼𝗿𝘁 𝗮𝗻𝗱 𝘂𝘀𝗲𝗳𝘂𝗹 Open with: why this matters and why now. Then add three concise bullet points max. You’re aiming to save the journalist time, not take more of it. 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 𝗵𝗲𝗹𝗽 - 𝗯𝘂𝘁 𝘁𝗵𝗲𝘆’𝗿𝗲 𝗻𝗼𝘁 𝗺𝗮𝗴𝗶𝗰 If the story isn’t strong, even the best contact can’t place it. The story always comes first. Showing that you care about a journalist's time and respect their craft, also leads to better relationships in the long run anyway! 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝗽 𝗼𝗻𝗰𝗲, 𝘁𝗵𝗲𝗻 𝗺𝗼𝘃𝗲 𝗼𝗻 Polite persistence is fine. Pestering is not. If it’s a “no,” consider reworking the angle or holding it for a better moment. Or if they do respond with a no, ask them what they are working on and how you can actually help. This has led to me securing whole op-eds for my clients as a result! Personally, I prefer the little and often method. Pitch one smart idea a month - a comment, insight or news reaction. If it’s not picked up = save it, repurpose it as a newsletter or post, or pitch it later when there’s a relevant hook. Would love to know how other comms managers have managed to strike this balance!

✍ PR/Comms tip: As a journalist, I get dozens of email pitches a day. Here’s how to pitch to a reporter vs. an editor. 📝 For a reporter: - Get their name right. (The number of times I received “Hello, Narayan,” “Hello FirstName,” or—my favorite—“Hello Next Media Round,” during my reporter days was too many to count.) - The topic, including who/what you’re pitching, must be relevant to their coverage area. - Make sure sources are ready to interview (asap in some cases) if there’s interest. - Align with the news cycle as often as you can, but offer something unique. Oftentimes, reporters get pitches on stories they just wrote about.  - Offer exclusives or embargoes. - Localize it and/or go beyond the event. (What works for a national outlet is not going to work for a local or regional one.) 📝 For an editor: - Explain why it’s newsworthy. - The pitch is in their team’s area of coverage. - Understand that the pitch is just to get on the editor’s radar. If it’s a good pitch, it will be forwarded to the appropriate reporter or writer. Pitches may get assigned depending on how newsy the topic is, but sometimes (in the case of profiles, features, trend stories, etc.) it will be at the discretion of the reporter to write about it. - I can tell when a pitch is customized versus an email blast. Always customize—tell me why it’s relevant to me, my news organization, and our readers. ✨ Most importantly, having a professional relationship already established with a reporter or editor will always serve you better. Be proactive rather than reactive, especially in news. 

I receive numerous messages on LinkedIn every day, and I truly believe it is an incredibly powerful tool for making meaningful connections. However, I often see entrepreneurs make critical mistakes when it comes to cold messaging. To help you make a stronger impression, here are 6 tips: 1. Personalization is Key • Attention to Detail Matters: Take a moment to look at the profile picture or name. For instance, approximately 25% of the messages I receive incorrectly address me as “Sir.” This lack of attention to detail sends the wrong impression and immediately lowers the priority of such messages. • Do Your Research: Familiarize yourself with the firm’s investment focus and criteria. For example, if you send Aruwa Capital Management a pitch for a $100k investment in a luxury fashion startup without reviewing my firm’s website, it signals poor preparation. • Show Intentionality: Reference something specific you know about the recipient—perhaps an article they wrote, a recent deal they announced, or their portfolio companies relevant to your industry. • Leverage Past Interactions: If you connected at an event, remind them of your conversation or something insightful from their speech. If you didn’t meet, highlight what resonated with you about what you have read about their work. These small touches show intentionality and preparation. 2. Get the Timing Right • Optimal Timing for Messaging: The best time to reach busy professionals is before 9 AM, before their day becomes packed with meetings and calls. • Choose the Right Days: Messages sent on Tuesday through Thursday have a higher likelihood of being noticed and read due to the busy start of the week. • Follow Up Strategically: If you don’t receive a response, wait 5-7 days before sending a polite follow-up, ideally including any updates or value-adds to your original message. 3. Be Direct with Your Ask • Clear, Actionable Requests: Always include a specific ask, whether it’s scheduling a call to pitch your idea, requesting a meeting, or seeking an introduction. Clarity increases your chances of getting a response. 4. Keep It Short and Concise • Limit to Two Paragraphs: Busy professionals rarely read lengthy messages. Craft a message that can fit on a mobile screen without requiring the reader to scroll. 5. Provide Supporting Materials • Add Links or Attachments: If relevant, include a link to a well-prepared pitch deck or attach your CV when requesting a referral. This demonstrates your seriousness and saves the recipient time. 6. Maintain Professionalism • Avoid Over-Familiarity: Stay polite, professional, and respectful in tone. Overly casual language can create a poor first impression. By following these tips, you can make your LinkedIn messages or even your emails more impactful and increase your chances of starting valuable conversations. Share with someone that will find this helpful! #AORtips #coldemail #connections

We raised $14 million in 14 months. Here's the strategy that worked for us - it's not what you'd expect: Forget the perfect pitch or ideal metrics. It all comes down to understanding the person behind the title. The truth is every investor has unique priorities and interests. Instead of searching for a cookie-cutter approach, focus on the individual. The first step is uncovering what really matters to them. What drives them? What’s their background? Are they former operators or career investors? These nuances matter. Do they care about the bigger vision? Talk about how you’re going to become a $10 billion company. Are they more interested in your product roadmap? Talk about your execution strategy. It’s about tailoring your pitch to the individual. Different investors care about different things, so do your homework. → Spend time with potential investors to get to know them as individuals.  → Connect with people in their portfolios.  → Understand their interests and concerns. Pitching isn’t just about reciting numbers. Yes, there are common questions that get asked—you’ll always need to know your revenue, ARR, retention, growth, etc. But it’s ultimately about building trust and connection—they’re people too. Stop searching for the silver bullet. Instead, invest your energy in understanding your audience. Taking a more human approach will set you apart from the hundreds of generic pitches.

Everyone's obsessed with personalization tokens. {firstname}, {company}, {location}, {recent_post} Here's the problem: Your prospects can tell. "Hi {firstname}, I saw you're based in {location} and work at {company}..." It screams automated outreach. Real personalization isn't about merge tags. It's about relevance. Instead of "Hi Sarah, I saw you work at Mayo Clinic in Rochester..." Try understanding who they are, what they're experiencing, and how you can offer value: "Hospital admins I've been speaking with across the Midwest are preparing for the seasonal staffing strain and working to stabilize coverage by using flexible float pools and smarter scheduling systems that reduce burnout." You're not mentioning their name, company, or location. But they immediately think "that's me." That's true personalization. Write to their reality, not their profile fields. Speak to their specific goals. Reference outcomes relevant to their role and environment. The goal isn't to prove you looked at their profile. The goal is to make them feel understood. Skip the AI tokens. Write messages so relevant they don't need fake personalization. Are you using merge tags as a crutch?

After interviewing hundreds of journalists about how they like to be pitched by PRs, here's what I found actually works: 1. Build genuine relationships first. Journalists can spot mass pitches from a mile away. Follow their work, engage with their newsletters, understand their beat. The best coverage comes from genuine connections. 2. Think like a newsroom. Every story needs a clear angle and immediate relevance. If you wouldn't read it, neither will they. 3. Make it easy to say yes. Provide clear quotes, verified credentials, and quick access to experts. The faster journalists can verify and use your source, the more likely they'll include it. 4. Target strategically. Sometimes the niche trade publication reaches your ideal audience better than a top-tier outlet. Focus on impact, not just name recognition. The most effective digital PR doesn't feel like PR; it is a valuable contribution to an ongoing conversation. What's been your experience with digital PR? Have you found certain approaches work better than others?

Not all PR is created equal—and as a creator, I’ve seen it all. From over-the-top boxes with no purpose to beautifully designed packages that leave me wondering, what do you want me to do with this? But every now and then, something actually lands. Motrin recently sent over a care package: A soft sweater. Fuzzy socks. A notebook. An ice pack. To you, that might just sound like cozy essentials. But to me? It felt like someone actually saw me. A woman who’s always on. A strategist who spends her days tracking trends and insights. A creator juggling content, client work, and—life. It wasn’t performative. It was personal. ✨ And here’s the thing most brands don’t realize: Creators are way more likely to organically share PR when it actually works for their lifestyle. In fact, 75% of creators say they’re more inclined to post about a PR package when it’s relevant, thoughtful, or includes a personal touch. (Source: AspireIQ) We’re not looking for clutter. We’re looking for connection. ✨ If you’re a brand thinking about PR in 2025,, here’s what to keep in mind: →Tie the gift to the product’s purpose—what do you want us to feel? → Add context: why now, why me, what’s the story here? → Make it useful. We’re more likely to post what we actually use. → Include a CTA or a note. It doesn’t have to be fancy—just intentional. Brands ask how to make their gifting more impactful. Start here. → What would I love to see more of? — PR that acknowledges what I’m actually going through (training, working remote, managing stress). — Fewer assumptions, more personalization. 👇🏽 Now I’m curious—what kind of PR would you love to receive from your favorite brand? Drop it in the comments. Let’s make PR less about the “wow” and more about the why.

Lately, my inbox has become a revolving door of cold DMs from people I’ve never interacted with. Speakers pitching themselves. A/V companies wanting business. Ghostwriters offering to write my book. Folks who haven’t liked a single post of mine suddenly “circling back” to see if I need anything. And here’s the thing most of them don’t realize: Event planners don’t buy from people who treat them like a transaction. We buy from people who treat us like humans. If you want my attention, and possibly even my business, here are 7 ways to start the relationship: 1. Show you understand the industry before you ask for anything. ↳A personalized perspective goes further than a generic pitch ever will. 2. Engage publicly before you DM privately. ↳Comment thoughtfully. Add value. Be present. Don’t skip steps. 3. Lead with curiosity, not assumptions. ↳Reading my profile before asking a question shows you’re trying to get to know me, not sell to me. 4. Share something useful without expecting immediate payoff. ↳A trend, resource, or insight tells me you’re here to contribute, not extract. 5. Make your intentions clear and mutually beneficial. ↳If the only winner in your message is you, it’s already a no. 6. Build consistency, not convenience. ↳A single “Hey Andrew 👋🏾” is not enough. Relationships take more than one touch. 7. Respect the timing and the process. ↳Experienced planners work from trust, not pressure. If you haven’t earned the relationship, don’t ask for the reward. My DMs and most planners’ DMs are crowded. Standing out isn’t about trying harder to sell. It’s about trying harder to connect. If you can do that, you’ll get our attention every time.