Performance PR: tips for effective outreach

Being successful with Performance PR requires clear strategy and a decent amount of legwork. It’s not as simple as beaming out a single pitch to a couple of editors. It’s about process and consistency. Not to mention the relational component. Here are some things to consider as you develop your own Performance PR efforts:

Research & plan

Even prior to reaching out, develop a story or pitch. It could be a founder-led story, a new product release, really anything but it needs to be compelling. Once you’ve built out the bones of the pitch, determine who you’re reaching out to. We typically start with an in-depth analysis—looking at the competitive landscape, market trends, and share-of-voice. 

By the way, all of this upfront work isn’t foolproof, you’ll probably still have to pivot so get ready. 

Target & personalize

Finding relevant journalists, influencers, or media outlets ensures that you’re not shouting into the void. It increases the likelihood of response and overall success. It’s helpful to identify the key editors in your industry or product category. Maybe they’re the expert in all things “kitchen” or have prior reviews on similar or complementary products. Ideally, you have an existing, established relationship, but don’t fret, editors are used to being pitched.  

“80% of publishers say a pitch irrelevant to their beat is a very common reason for declining a pitch.”

^{Source: frac.tl/work/marketing-research/publisher-survey}

Just because they’re used to being pitched, doesn’t mean you should be impersonal. It helps to build rapport, maybe reference something they’ve previously written. It shouldn’t feel like this AI-generated message being sent to 1,000 other people. Most journalists, editors, and writers have a preferred communication method. Usually it’s email, but using tools like Muckrack ensure that you’re reaching the right person using a means they respond to. 

Quick tips for story-driven pitches

• Be clear
• Be compelling
• Use data and specifics
• Make it timely

Following Up

It’s rare that a single pitch or initial message gets a response, so it’s important to be persistent and diversify your outreach. Once you’ve established editorial relationships, nurture them! Stay in touch, share other relevant pitches, and maintain contact.