Pitching
Good PR goes beyond the product
To position your company and founder as true industry experts, you need to get them seen and heard. That means sharing their ideas on your own channels and securing profile-building press ā think interviews, podcast guest spots, speaking opportunities or opinion pieces. This kind of coverage helps people get to know you, trust you and feel connected to your brand.
Expert tips
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Identify three strong angles each quarter using our framework. Expertise, insights, and opinions are great, but donāt be afraid to think outside of the box.
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Understand how your angle is relevant to the publicationās readers, and see if they have featured anything similar recently. If they have, find another angle to maximise your chances of being included.
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Are you, or the person you are pitching, the expert on this subject? To pitch with authority, you need to genuinely know your stuff. Make sure youāre the right voice before pitching.
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You need to share enough in your pitch to hook the journalist in, but you donāt want to give the whole story away. How can you share just enough to get them interested in your angle, and want to read your pitch?
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Use different imagery depending on your angle. And if youāre pitching to more than one publication, use different images so the features donāt look too similar if they all get picked up.
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Pitch more than once, and donāt be afraid to rework angles and hooks to get that feature. You donāt need to reinvent the wheel, but refreshing your angles every quarter can boost coverage opportunities.
Profile press angles examples
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Meet the maker
Millie Bridget Henry | Country Homes & Interiors
Focus: Founder perspective and experience (business) -
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Economy effecting business
Prior Shop | B24/7
Focus: Brand news and opinion (business)
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Mental health
Rosie Davies-Smith | HELLO! Magazine
Focus: Founder perspective and experience (personal)
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B2B
Moshulu | VisualSoft
Focus: How the brand uses or has benefited from a business service (business)
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Interview
Rixo | The London Magazine
Focus: 'A day in the life', get to know the founder style piece (personal)
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Interview
PR Dispatch | Xero
Focus: Discussing relevant or newsworthy topics within the industry (business)
The secret to press-ready founder insights and talking points
Pitching a brand founder? Our Founder Questionnaire provide a wide range of topics, from business growth to personal interests, helping shape strong profile pitches.
Itās just as important to know what they prefer to avoid in interviews. Encourage the founder to spend 30 minutes on detailed responses.
This will create a solid base for your pitches, which you can adjust as the business evolves.
Brand bio
A well-written brand bio will take you far (and not just in PR). Keep in mind:
ā Stick to 2-3 sentences.
ā Summarise who you are, what you do and whatās different about you.
ā Nod to accolades, such as āAward-winningā, āLoved by Forbesā, āSince 2017ā, etc.
ā Focus can be on the brand or founder. Or go big and create two brand bio versions.
ā Review and update every 6 months.
When and how: Press release
This succinct 1-pager gives the press the up-to-date, time-sensitive information and facts they need to write a feature.
A catchy press release has:
ā Relevant times, dates or locations, and relevant images
ā 3-4 short paragraphs of information
ā A newsworthy āhookā and facts and figures to back the story up
ā 2 quotes from the brand/founder
A great press release is:
ā One page
ā Designed in line with brand guidelines
ā Exported and attached to pitch emails as an interactive PDF with hyperlinks
Find out more on when your pitch might need a press release here. Hint, itās not as often as you think.
