About This Episode
If you’ve ever pitched a trade publication and heard nothing back, you’re not alone. Editors see countless pitches, and most don’t make the cut. So, what does it take to land a guest article in a respected trade outlet?
In this episode of Digital PR Explained, I sit down with Greg Sleter, Executive Editor & Associate Publisher of Store Brands, to discuss how PR professionals and subject matter experts can successfully pitch the Viewpoints column. Greg shares insider tips on crafting a compelling pitch, common mistakes that get PR pros blocked, and real examples of articles that stood out.
You’ll Learn
- What makes a strong pitch for the Viewpoints column in Store Brands
- The biggest PR mistakes that get pitches ignored (or worse, blocked)
- Why an outline works better than a fully drafted article
- The key themes and topics Greg is most interested in right now
- How to build relationships with trade editors without being annoying
Key Takeaways
- Start with a clear, compelling idea. Editors don’t have time to dig through lengthy emails—make your point within the first two sentences.
- Make it relevant. If your pitch doesn’t directly tie into Store Brands’ focus on private label and retail, don’t force it.
- Skip the sales pitch. Trade editors don’t want self-promotion; they want insights that help their audience.
- Send an outline, not a full draft. Writing an 800-word article before getting a yes is a waste of time. Pitch two or three bullet points instead.
- Learn from great examples. Greg highlights two standout guest articles:
- How VR helps retailers visualize merchandising sets – A fresh take on how private label brands can test packaging and store displays before production.
- Debunking misinformation about seed oils – A well-researched article from a private label oil supplier correcting common misconceptions circulating on social media.