To secure significant earned media coverage for our B2B clients in the foodservice and manufacturing industries, we took a bold approach that deviated from the typical sales-heavy pitches these trade publications are used to seeing. Instead, we crafted pitches packed with valuable insights in a concise, three-point format: “My client can discuss these 3 ways to revolutionize [industry challenge].” This format positioned our client as a thought leader in their niche while providing a clear structure that editors could easily visualize. By offering actionable advice and avoiding self-promotion, we turned our clients' expertise into must-read content that resonated with editors and led to widespread coverage across top industry outlets.
Pitching local TV news for clients in markets across the country is becoming increasingly challenging. Stations in small to mid-size markets are asking to be paid for guest appearances to make up for funding issues, while big-market stations dedicate almost all crews to the hard news stories of the day. But if you can find the right human interest angle it's still possible to get the right person's attention. I recently landed an oral surgery practice in South Jersey on the medical segment of KYW-TV in Philadelphia. The practice was offering free wisdom teeth removal to one deserving local student in need as part if its Wisdom For Wisdom program. I led off the pitch by leaning into the recipient's story about losing his mother at a young age and having a father that was in an out of his life. The student also dreamed of an engineering degree so every penny saved counts. I also made it easy for the TV crew to put a good story together by prepping the surgeon and recipient for interview, providing full access to the surgical room prior to the procedure and supplying wisdom teeth animation video. The result was a heartwarming story that reached 43k viewers and 53k online reeaders.
When we launched our new line of personalized jewelry, we wanted to create a buzz that would resonate deeply with our audience. We crafted a creative pitch centered around the theme "Every Piece Tells a Story." To bring this to life, we partnered with a local storyteller and held an event where customers could come and share personal stories that inspired their custom jewelry designs. We recorded these sessions and compiled them into a series of heartfelt videos. We then pitched this campaign to local media, highlighting the unique angle of blending personal storytelling with craftsmanship. The local news outlets loved the idea and featured our event on their evening news segments, and lifestyle bloggers shared our videos and stories on their platforms. The result was significant earned media coverage that not only boosted our brand's visibility but also deeply connected with our audience on an emotional level. The campaign drove a substantial increase in both traffic to our website and sales, proving that a creative, story-driven pitch could indeed generate impactful media attention.
One of the most impactful creative pitches we developed for our Bible Chat App involved leveraging the growing public interest in AI and spirituality. We crafted a story around the idea of how artificial intelligence is transforming the way people engage with the Bible, positioning our app as a bridge between ancient wisdom and modern technology. The pitch centered on the concept of "Bringing the Bible into the 21st Century," showcasing how AI could help individuals explore and understand the Bible in more personalized and accessible ways. We targeted journalists and media outlets that covered both technology and religion, knowing that the intersection of these two topics would spark curiosity. We emphasized the innovative aspects of our app, such as its ability to provide context-rich interpretations, answer users’ spiritual questions in real time, and offer tailored Bible study plans. This angle highlighted the uniqueness of our product in a way that resonated with both tech enthusiasts and faith-based communities. The pitch also included compelling user stories, demonstrating real-life examples of how our app had positively impacted people's spiritual journeys. By humanizing the technology and showing its tangible benefits, we made the story more relatable and newsworthy. What made this pitch successful was its alignment with current trends, its appeal to multiple audience segments, and its focus on the human impact of our technology. By tapping into a timely topic and presenting a compelling narrative, we were able to secure substantial media coverage without a large marketing budget. This experience reinforced the importance of creativity, relevance, and storytelling in our marketing efforts.
A creative pitch involved our unique approach to integrating AI with PPC campaigns to maximize advertising ROI for our clients. We framed our narrative around the success story of a client who saw significant improvements in customer engagement and sales as a result of our AI-driven strategies. By focusing on concrete results and the innovative use of AI, this pitch appealed to both technology and business media outlets. The coverage we earned not only highlighted our technological expertise but also demonstrated our commitment to delivering tangible benefits to our clients, enhancing our market position and brand reputation.
A creative pitch that led to significant earned media coverage for GoTreeQuotes was our "three-ingredient fertilizer hack" story. We crafted a pitch highlighting a simple, cost-effective fertilizer recipe using banana peels, eggshells, and coffee grounds. The pitch emphasized how this DIY approach could help plants grow "luxuriantly" without spending money on commercial products. The creative angle of turning common kitchen waste into garden gold resonated with multiple UK publications. Our story was featured across nine major regional news websites, including Liverpool Echo, Birmingham Mail, and Cambridge News. The success of this pitch taught me the power of offering genuinely useful, easy-to-implement advice that aligns with current trends like sustainability and frugality. By packaging our expertise in an accessible, headline-friendly format, we were able to cut through the noise and capture the attention of both journalists and readers across the UK.
Here is the Digital PR pitch that lead me to earned media in the UK for my small car rental client. Subject: Expert Revealed: Tips to Avoid Getting Ripped Off on Car Rentals This Summer Over 6 million people in the UK use car hire services per year. Most of them pay huge hidden fees and damages to rental companies With the summer travel season just around the corner, millions of holidaymakers will be hitting the road – and many will be renting cars at their destinations. But hidden fees, shady practices, and simple mistakes can quickly turn an affordable rental into a budget-busting nightmare to ruin a vacation. Car rental manager Jovan from Tara-Car is sharing top advice on how to avoid car rental traps and unwanted fees. “Booking as early as possible is key to budget-friendly car rental. This is especially important with international car hire brands, but be aware of additional fees. Oposit to international companies, local car hire services offer better general deals with unlimited mileage, no deposit, free border crossing, and no driver age limits.” He also said, “One of the most common mistakes travellers make is when they pick up a car, they don’t inspect the vehicle and don't take photos to record current damages. This should be a priority, closely check the car and take photos from all angles. Without evidence, your deposit will be taken even for small scratches.” “Also, a good practice is to buy insurance to cover all possible damage on the road, but read carefully policies, they are different from company to company.” Jovan is a car rental industry expert, a manager and owner at Tara-Car rental company with more than 10 years of experience. These experts revealed tips that can save your readers hundreds of dollars on their summer rentals.
For our personal pain relief massager, we positioned the product as more than just a gadget; it was a lifestyle solution for modern stress. Our pitch focused on the increasing prevalence of chronic pain and the role our massager could play in improving overall well-being. We partnered with influencers in the wellness and fitness space to create content highlighting the product's benefits for post-workout recovery, stress management, and improved sleep. This approach not only generated significant social media buzz but also caught the attention of health and lifestyle journalists. Features in leading wellness publications positioned our massager as an essential tool for modern living, driving substantial earned media coverage and boosting sales.
A sustainable fashion brand pitched a "Trash to Treasure" campaign, transforming discarded plastic bottles into stylish clothing. This tied into the growing environmental consciousness and resonated with the target audience. The pitch highlighted the brand's commitment to sustainability and offered exclusive interviews with designers and models involved in the process. This compelling narrative generated significant interest from fashion and environmental publications, leading to extensive media coverage, increased brand awareness, and a positive reputation as an eco-conscious leader.
We partnered with a high-profile organization to create a campaign that aligned with a relevant social cause. Our pitch emphasized the partnership’s unique aspects and the campaign’s broader impact. The involvement of the well-known partner added credibility and appeal, resulting in extensive media coverage. This collaboration showcased our brand’s commitment to meaningful causes, enhancing our reputation and reach.
A standout example of a creative pitch that generated substantial earned media coverage for our brand was the launch of our new product line. Instead of going with a traditional press release, we decided to take a more unconventional approach by creating an interactive game that showcased our products in a fun and engaging way. We also collaborated with popular influencers on social media to spread the word about the game and our products. The result was astounding not only did we receive widespread coverage from online publications and blogs, but the game went viral on social media platforms with thousands of shares and mentions. This led to a huge increase in brand awareness and sales for our new product line. This experience taught us the power of creativity and thinking outside the box when it comes to pitching to media outlets. By offering a unique and interactive experience, we were able to capture the attention of both journalists and consumers, leading to valuable earned media coverage for our brand. It also highlighted the importance of collaborating with influencers, who have a strong online presence and can help amplify our message to a wider audience.
In 2021 we've come up with a creative pitch for our body spray brand for which we've utilised the popular Tik Toker, who is widely popular among the youth with his bike stunts. Here We've prepared a creative pitch in which the biker wears our body spray with a tagline Smell as accelarting as me while performing a stunt. This Creative pitch has led the way to a significant earned coverage for our brand. It has proved our marketing strategy quite effective and enhnaced revenue for sure.