When you don’t have breaking news to share but still want to get your expert noticed, crafting an effective spokesperson pitch is a key strategy. These pitches not only lay the groundwork for long-term relationships with journalists but also position your expert as a valuable resource for future stories.
In this episode of Digital PR Explained, I break down how to create ‘intro emails’ or ‘spokesperson pitches’ that grab a journalist’s attention and help your experts become go-to sources. Below, I’ll share the key takeaways from the episode, along with practical email formulas you can start using today.
When to Use a Spokesperson Pitch
When there’s no immediate news to share, many PR pros go silent. But there’s a better option: send a spokesperson pitch. These short, personalized emails position your expert as a valuable resource for future stories, keeping your PR efforts active even in quiet periods.
Here’s a simple and effective spokesperson pitch formula:
Subject: Expert Commentary on [Topic Relevant to the Journalist’s Beat]
Email Body:
“Hi [Journalist’s Name],
I frequently read your articles on [specific beat/vertical], and I wanted to introduce you to [expert name]. They’re an expert in [field] with insight on [specific topics]. I’d love to connect you two for future stories. Here’s a quick bio and some topics they can provide commentary on:Bio: [A couple of sentences about the expert’s background and qualifications.]
Topics:
- [Hyper-specific topic 1]
- [Hyper-specific topic 2]
Please feel free to reach out if you’re interested in connecting!
Best regards,
[Your Name]
[Contact Information]”
The Building Blocks of a Great Pitch
To make sure your spokesperson pitch stands out in a journalist’s inbox, it’s important to nail down a few key elements:
1. Personalization Matters
Start your pitch by referencing the journalist’s recent work or beat. Journalists can spot a generic email from a mile away, so show that you’ve done your research. A personalized opener like “I frequently read your articles on [X topic]” builds rapport and demonstrates that you understand their focus.
2. Make Your Expert Accessible
Link directly to your expert’s LinkedIn profile in the pitch. This allows the journalist to quickly verify their credentials without searching around for information. The easier you make it for the journalist, the more likely they’ll take note of your expert for future opportunities.
3. Keep the Bio Short and Focused
Your expert’s bio should be short and to the point—just two or three sentences that highlight their expertise and experience. Journalists are busy, so they don’t have time for lengthy intros. Stick to the essentials.
4. Use a Bulleted List of Specific Topics
Don’t just say your expert can “talk about finance” or “comment on tech.” Be hyper-specific! Include a short, bulleted list of keywords and topics that align with the journalist’s beat. This not only helps them know exactly what your expert can offer but also makes it easier for them to search for your pitch when they’re working on a relevant story. Think of this like SEO for your email!
For example, if your expert can talk about small businesses and inflation, your list might look like this:
- “How small businesses can navigate inflation in 2024”
- “The role of AI in reshaping customer service for tech startups”
5. Set Realistic Expectations
Don’t be discouraged if your expert isn’t featured right away. Sometimes, journalists will circle back to a pitch months, or even years, later when they’re working on a relevant story. Your goal is to ensure your expert stays on their radar.
Final Thoughts
Crafting the perfect spokesperson pitch doesn’t have to be complicated. By personalizing your pitch, keeping the bio short and focused, and including a specific list of topics, you can increase the chances of your expert getting noticed. Even if you don’t land an immediate feature, you’re setting up opportunities for the future.
If you want more details on how to craft these pitches, listen to the full episode of Digital PR Explained. And if you found this helpful, don’t forget to subscribe and share it with your fellow PR pros!