Pitch Perfect: parallels between Public Relations and Online Dating

A year and a half ago I ventured into the chaotic beauty of public relations, as I like to call it. In that time, I've sent out at least 10,000 pitches to publications. In that same time, being a 27 year old, single woman in a stereotypical Indian family, I've also become a seasoned connoisseur of the matrimonial websites where I scan through at least 10,000 profiles per month in search of my one true love.

Reflecting on my journey thus far, it struck me like a confetti-filled tornado that my professional escapades perfectly mirrored the unfolding drama of my personal life.

If you too, like me, are a public relations professional navigating the jungle that is online dating, there are a lot of valuable lessons to be learnt and applied at your job.

I know what you're thinking - "What pearls of wisdom can this whippersnapper, armed with a colossal 1.5 years of experience, drop on us about media relations?"

Spoiler alert: prepare to be underwhelmed yet maybe mildly amused. Its the middle ground I aim for.

Your pitch note is like your dating profile bio

You ever swiped right on someone with a bio that reads "Are you from Tennessee? Because you're the only ten I see!"?

Yeah, I didn't think so either.

When you're sending out an interview pitch to a journalist, aiming to score some spotlight for your client, the importance of that pitch email can't be overstated. Your client might be pulling off miracles like turning water into wine, but if your pitch note is as cliché as the Tennessee pickup line, you can bet the journalist will swiftly dispatch it to the depths of their spam folder abyss.

When you're online dating, you want to include things in your bio that reflect your best traits, give a little hint of your personality and a strong key takeaway. Something that gets them stopping in their tracks and wondering "Is she mysterious or did she overhsare? Either way, consider me sold!"

And that is how you earn your right swipe with the journalist. Your pitch needs a captivating subject line, a standout stat or data that will then bolster your key message(s).

Never build a relationship on lies

Don't you just hate it when someone claims to be a certified couch potato, but suddenly, they're proposing a rendezvous at the crack of dawn for a mountain expedition. It's like enrolling for a cooking class and getting parachuting lessons instead. I signed up for a date, not survival training!

Lies get you nowhere. This holds true even in public relations, a field that's frequently cast in a shadow for its perceived reputation of tidying up someone else's mess.

If you catch your date in a lie; it doesn't matter if the lie is big or small - it gives you that same feeling you get when you find a raisin in your chocolate chip cookie. Like, is nothing sacred anymore?!

But, I digress.

This might be a shocker, but journalists genuinely appreciate it when you are honest with them. When crafting your press release, interview pitch, or byline, sure, you can sprinkle in some fancy words and clever phrases. But it's a whole other ball game when you hit them with, "My client is the first person in the world to teach squirrels synchronized swimming."

Even Pinocchio would raise an eyebrow to that.

Your client does great things? Great. Just have the facts ready to back your claims when the journalist comes back with a follow-up question. Because if your 'date' catches you in one lie, the dating 'pool' becomes a 'pond' real quick.

Know your target audience

You're not always going to be the right fit for someone - for instance, if you're in search of a serious, committed relationship and they're leaning towards a more casual vibe, it's just a case of misaligned targets.

Establishing connections with your local media is a gradual process. It involves trial and error to identify your target audience. You might approach a business journalist for a client working in a multinational corporation, only to find out they specialise in covering startups and SMEs. However, each interaction teaches you something new, sharpening your focus for the next target in line.

Eventually you go out on enough dates to find out exactly what you want and the kind of person you are looking for. Likewise, after a year of sending pitches, you're sure to identify the journalists who will say yes and those who will gracefully decline your offer.

Conclusion

Let me be upfront – a conclusion? Not in my writer's toolkit today. Maybe it's a touch of laziness or perhaps the sense that there are more metaphorical 'dates' ahead to unravel the mysteries of public relations.

But its uncanny how my job mirrors my personal life – both involve weaving through the intricate dance of forming connections with humans, all in pursuit of that happily-ever-after outcome.

Now, who says work can't be a rom-com?