[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-sophie-everett-package-pitch-story-journalists":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":19,"acf":29,"head_links":352,"breadcrumbs":353,"reading_minutes":85,"category":360,"head":362},"2017-09-15T15:12:17",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">Sophie Everett is the Head of PR at \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.prodo.com\u002F\">Prodo\u003C\u002Fa>\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> and her talk focused on how \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">to package and pitch a story to journalists as part of the ‘Online PR’ series of talks at Brighton SEO.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>She started by highlighting the five ways to get your news story out there, which include:\u003C\u002Fp>\n\u003Col>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Personal connections\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Press release via email\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Social media\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Inbound PR – showcasing your story on your own channels \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Word of mouth\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>Sophie went on to discuss the importance of spending time on your press release pitch before sending it out. I’m going to go over the key points.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Prepare your press release pitch.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Keep the press release to 400 words tand no more\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Include a contact number and email at the top\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Distil your story – bring all the information into 400 words\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Include spokesperson comment\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Keep to three key messages into a press release\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Encapsulate story into the first paragraph\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It’s important to evaluate whether or not you have produced news-ready content.  \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Journalists are extremely busy and won’t necessarily have the time to re-write your content. To ensure coverage then, you should intend on mimicking the style of the publication so it’s easy for them to copy and publish it with very few amends. For example, The Sun has reading age of 9 – so keep the language as simple as possible for the consumer press.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Make sure to always double check you content. Pass it around as many people as possible to get it checked for small grammatical and spelling errors.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Images and video\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">A picture paints a thousand words – Select one and include a dropbox link to the others\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Don’t forget video content – think about what interviews you can work into the story\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Finding the right people\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Half the difficulty of pitching a press release successfully is to do with finding the right people. Utilise media databases such as \u003Cspan style=\"font-weight: 400;\">Gorkana if you have access to them, or otherwise spend time on each target publications website to find the details and particular editor who will feature your story. Sophie recommended \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.holdthefrontpage.co.uk\u002F\">Hold the front page\u003C\u002Fa> as a free tool which will allows access to a whole directory of publications.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>When?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Think about the timing. Monday and Tuesday are great times to pitch, usually between 9 and 10 in the morning.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Plan and predict ahead of wider events; some huge event that could throw your story off or might get lost.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>How?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Personalised emails are great, but be realistic about time restraints\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Think about using the BCC field if necessary\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Many journos state the preference of not being called – but the 5% that uptake based on a call will be your best coverage\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Preparing for a phone pitch\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Col>\n\u003Cli>Take your first paragraph of your press release and put it into a way that flows naturally into conversation\u003C\u002Fli>\n\u003Cli>Prep a FAQ sheet so you’re ready\u003C\u002Fli>\n\u003Cli>Practise and rehearse out loud and practise with a colleague\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cstrong>Top tips for pitching via phone with the journalist\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">When you’re making the call, listen to what the journo us saying\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Receive their feedback, make sure you’re reactive in what you promise to the journalist\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Don’t make too many notes on the phone\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Always follow up and respect the deadlines\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Don’t take rejection too hard – take the criticism and see if there’s any patterns emerging\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Finally, Sophie’s end point was don’t fall at the last hurdle – remember to monitor for coverage and links. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>@ProdoSophie\u003C\u002Fp>\n",false,"standard",[10],45,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17,18],101,95,[20,21,22,23,24,25,26,27,28],"post-3310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr","collections-brighton-seo",{"page_content_modules":30,"hero":81},[31,36],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Brighton SEO: Sophie Everett – How to package and pitch a story to journalists",[],{"acf_fc_layout":37,"reduced":33,"top_overlap":38,"bottom_underlap":38,"disable_observer":-1,"heading":39,"cta_text":40,"cta_link":41,"items":42},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[43,57,69],{"type_key":21,"title":44,"excerpt":45,"to":46,"postedAt":47,"readingTime":48,"image":49,"authors":50,"category":54},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. 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At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[77],{"name":78,"image":79},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},{"type":82,"style":83,"heading":34,"date":4,"updatedAt":84,"reading_minutes":85,"image":86,"imageAlt":34,"categories":87,"collections":271},"blog-post","light","2022-02-07T16:48:36",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMIsI7nI2-050720211625523262_WhatsApp-Image-2017-09-15-at-16.11.16.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[88],{"id":10,"count":89,"description":90,"link":55,"name":56,"slug":91,"taxonomy":92,"parent":93,"meta":94,"acf":95,"head_links":96,"resource_count":97,"yoast_title":98,"yoast_meta":99,"yoast_json_ld":144,"_links":243,"path":55},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",0,[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[100,102,105,108,111,114,117,119,121,123,126,129,132,135,138,141],{"property":101,"content":98},"title",{"property":103,"content":104},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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