logo
De ses bureaux de Toronto et Montréal, deux des plus grandes villes du Canada, et forte de ses expériences nord-américaine et mondiale, l’équipe Torchia propose des programmes et services intégrés et adaptés à d’éminentes entreprises, petites ou grandes.
Copyright Torchia Communications 2017
A Portrait of a Pitch – Torchia Communications
With offices in Toronto and Montreal, and with extensive North American and global experience, the Torchia team delivers integrated and ad-hoc Public Relations programs and services to leading organizations, small and large. Torchia Communications remains a highly regarded Canadian Public Relations firm.
Torchia, Torchia Communications, CPRS, USPR, Public relations, PR, Montreal, Montreal Public relations, Montreal PR, Montreal public relations firm, Montreal public relations company, Montreal public relations agency, communications agency, media relations, Toronto, PR firm, Montreal PR firm, Toronto public relations agency, Toronto PR, Toronto public relations firm, Toronto public relations company, Toronto PR firm, press release, press kit, start up, Montreal start up, Toronto start up, media, Toronto Media, Montreal Media, Relations Publiques, RP, relations publiques Montréal, RP Montréal, relations médias, Translations Services, Crisis management, Reputation Management, reputation, crisis communications, Sponsorship Optimization, sponsorship, Internal Communications, Content Marketing, Event Planning, Media Training, communication stratégique, Gestion de problèmes, gestion de crises, Optimisation de commandites, commandites, Communications internes, marketing de contenu, Services éditoriaux, services de traduction, traductions, Médias sociaux, médias numériques, Gestion d’événements, événements, tournées de presse, Formation média, montreal business,
304
post-template-default,single,single-post,postid-304,single-format-standard,do-etfw,ajax_fade,page_not_loaded,,qode-title-hidden,qode_grid_1300,side_area_uncovered_from_content,footer_responsive_adv,qode-content-sidebar-responsive,qode-theme-ver-10.0,hide_inital_sticky,wpb-js-composer js-comp-ver-4.12,vc_responsive

A Portrait of a Pitch

 

Pitching a story to media can be a daunting task. It always is, at first, but should not remain that way. The change comes when one considers the underlying significance and important role of a pitch. And the change can mean the difference between fear and confidence (in the pitcher), or poor and excellent relationships (between the media and the pitcher and his/her organization).

If a pitch remains superficial and rigid – i.e.: focused on a very specific sales pitch and not much else – then it is destined to fall short of its full potential and will most certainly provide a series of ensuing difficulties for the PR professional. If, however, the ‘pitcher’ and the company he/she represents are more open to true dialogue, the pitch can be a sure path toward true-mutual discovery, harmony and long term benefit.

 

Sincere or Insincere Outreach

The difference lies in the full intention of the outreach. Has the outreach been orchestrated solely for the coverage of a corporate announcement or message, with little openness for anything beyond that? Or is the company sincerely interested in becoming a trusted partner in the news-making business, knowing that this will yield immeasurable medium or long-term benefit? If the latter is true, them the pitcher and the organization should be more than happy to entertain story angles that are not part of the pitch campaign (to address any topic of interest to the media). It also helps, of course, if the company that is underwriting the pitch can commit to ongoing communications with media – versus merely waiting for the next PR blitz. That means embracing requests from media in between campaigns and, not to be neglected, communicating most (if not all) noteworthy corporate developments to media through the use of a newsroom or newswire. As you can gather, this implies a consistent and transparent approach to corporate communications and media relations. It also requires a bit more time, energy and resources. But it makes all the difference in the world

In my experience, media and other stakeholders (even employees) can sense a one-way communication campaign from a mile away!  Having a short-term, myopic and inflexible approach to a pitch is usually indicative of a manipulative or at the very least self-serving attitude toward PR – and relationships. It is not fertile soil for a pitch and, due to its flawed approach, places a lot of pressure on the PR professional, yielding weaker results along the way as well.