Perfecting Your Pitch

broeckel_compby Amber Broeckel

How do you get the attention of reporters that have been around the world and show them the opportunities that Idaho has to offer in one single email? I learned a few new options in a webinar about, “The Future of Travel PR” from a number of experts. An LA Times reporter and multiple writers from top travel blogs shared their insights with us on new story topics and gave us a few pitching tips for reaching the correct reporters and audiences.

Here are a few tips that caught my attention:

  • Introductions are unnecessary. If you don’t actually know the reporter, saying “hope you are well,” can come across as insincere and are unnecessary. It’s better to just get to the facts.
  • Personalizing your email is important. Be sure to use the reporter’s name if you are able to find that information.
  • Attachments or photos should not be over 12MB. Images can be a great asset to your writing, but attachments over that size are sure to make your email hit the spam folder.
  • Use Twitter to connect with reporters. Don’t only follow them, but connect with them. Twitter is a great tool to use to get a glimpse into what the reporter is doing at that time so you can personalize your pitch.
  • Technology in travel is becoming a significant topic. For example, a hotel that offers Google glass to their guests is something they want to hear about.

I have found the most success using Twitter as a tool to get to know the writer better. With just a few minutes of research, you will most likely be able to find something in common with them, which is great starting ground. By using that common ground and relating it back to the topic you are pitching, you should have a better chance to catch the writers attention and get them interested in what you have to offer.

Something Powerful

Tell The Reader More

The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for.


  • Bullets are great
  • For spelling out benefits and
  • Turning visitors into leads.
About Chad Biggs

Chad Biggs feeds a lifelong obsession with storytelling by helping clients capture and meaningfully share their stories with the people that matter. As Red Sky’s Chief Content Officer, Chad’s work is driven by a deference to the written word and his innate ability to craft an acute, concise message for clients ranging from healthcare to technology to renewables.

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