Written by Wallace Cortazar, Founder & CEO of Cortazar Communications
When it comes to media outreach, crafting the perfect pitch isn’t just about having a newsworthy story – it’s about understanding the psychology of the person reading it. Journalists are inundated with hundreds of pitches daily, so breaking through the noise requires a strategic approach rooted in human behavior and decision-making patterns. By leveraging cognitive biases, storytelling tactics and psychological triggers, PR pros can craft pitches that resonate and get results.
1. The Power of Cognitive Biases in Pitching
Cognitive biases shape how we process information and make decisions. Here are three key biases PR pros can use to their advantage:
The Familiarity Effect
Journalists are more likely to engage with something that feels familiar. This means consistently engaging with them before pitching – whether through social media interactions, thoughtful comments on their articles, or past collaborations – can make your pitch stand out when it lands in their inbox.
The Scarcity Principle
People tend to value things that are rare or exclusive. Highlighting limited access, exclusive insights or first-to-market innovations can make your pitch more compelling.
Social Proof & Authority
Journalists are more likely to trust sources that are credible and validated by others. Including data points, expert endorsements or previous media coverage in your pitch reinforces its legitimacy.
2. The Storytelling Formula that Hooks Journalists
Journalists thrive on storytelling and the best pitches mirror the elements of a great story. Use this simple storytelling formula:
- Hook: Start with an intriguing statistic, question or bold statement that grabs attention.
- Conflict: Identify a problem that your story addresses.
- Resolution: Show how your client, product or brand provides a unique and compelling solution.
Example: “Did you know that 70% of consumers say they prefer brands that take a stand on social issues? Our brand is disrupting the fashion industry with its latest sustainability initiative; and we have exclusive insights on how it’s shaping the future of ethical fashion.”
3. Emotional Triggers That Make a Pitch Irresistible
People respond to emotion more than facts alone. Here’s how to add an emotional pull to your pitch:
Urgency & Relevance
Tie your pitch to current events, trends or timely industry conversations. Journalists are more likely to cover stories that feel pressing.
Human Connection
Incorporate real people – founder stories, customer testimonials or behind-the-scenes narratives – to make your pitch more relatable.
Curiosity & Surprise
Avoid generic subject lines. Instead, pique curiosity with something unexpected:
- “Why This Trend Is Dying Faster Than You Think”
- “The One Fashion Rule Stylists Are Breaking in 2024”
Final Takeaway: Think Like a Journalist
The key to successful pitching lies in shifting from a “What do I want to say?” mindset to “What would make this journalist’s job easier and more interesting?” By understanding their psychological triggers, crafting compelling narratives, and appealing to their decision-making biases, you increase your chances of landing that coveted media coverage.
About Wallace
Wallace Cortazar is the Founder & CEO of Cortazar Communications, a boutique PR consultancy specializing in fashion, beauty and lifestyle brands. With a track record of securing top-tier media coverage, she helps brands craft compelling stories that resonate. Visit Cortazar Communications for more PR insights.
