Account Executive Tobi Heinrichs shares five pitching dos and don’ts from a recent catch up with Sky News.
Time your pitch
Sky News has a morning meeting at 10:15 am and a planning meeting at 3:00 pm so best to pitch stories half an hour before those meetings.
Pitches should be short and concise – keep it to one paragraph about the talent and the campaign.
Send a mass mailout to the entire Sky News team and you risk ending up on their spam list of PR agencies.
They try to draw from a wide pool of spokespeople and are always looking for someone other than the typical middle-aged white men.
They like guests who are based in London so they can do in-studio interviews, but they don’t mind down-the-line interviews.
B Roll is always welcome but they have to tie it to an interview – they prefer to conduct their own interviews.
What to pitch
Topics frequently covered are: environmental issues, climate change, Brexit and stories with a national angle.
Build the relationship
Do invite them for a coffee. At the end of the day, media relations is all about relationships and putting a face to the name can be a game-changer.