I’ve realized that journalists are inundated with generic AI pitches. So, how do we stand out and actually land the coverage we need? It’s all about reusing winning structures for our outreach campaigns.
Picture this: Every digital PR team has experienced the scenario where we gather around new data, unsure of how to pitch it. Someone eventually sends out a pitch just in time, and thankfully, it lands in a prominent publication. We celebrate the victory, but often, we overlook the hidden treasure right in front of us—our winning pitch.
We tend to forget that these pitches are not just one-off successes. They are templates that we can adapt for future campaigns. Whether it’s a data study, product launch, or an expert quote, we can replicate the effective elements using AI, rather than starting from scratch.
Statistics show us that almost half of journalists receive six or more pitches daily, yet they rarely respond because many pitches lack relevance. With AI, pitch volumes are increasing, but so is the mediocrity. The key is not to generate more pitches but to refine what we know works.
Let me introduce you to the ‘DPR duplication method.’ It’s straightforward: rinse, reuse, and repeat. Take a successful pitch, analyze its winning structure, and use AI to model this structure for future campaigns.
One of my favorite pitches was sent to an editor at PR Daily. It started with a personal touch referencing her dog, and smoothly transitioned into a compelling data study. It was a hit, earning a same-day response. That’s what makes the method so powerful—it works across various pitch types and audiences.
The anatomy of a winning pitch is fascinating. It starts with a subject line that feels personal, an opening hook to build rapport, sequential stats that tell a story, and a CTA focused on the journalist’s readers. Each component can be replicated to maintain our uniqueness in the industry.
Why invent something new when you can evolve from what’s already proven successful? By duplicating the structure of our best work, we maintain our voice and relationship-building, ensuring pitches are relevant and engaging.
To get started, revisit your last successful pitch, dissect its components, and prompt AI to duplicate each one for new campaigns. Remember, it’s not just about repeating—it’s about enhancing and refining. Rinse, reuse, repeat.
Inspired by this post on Search Engine Land.
