This is a chapter from #PRstack: AI tools for marketing, media, and public relations, the latest #FuturePRoof publication. You can buy a copy of the complete book from Amazon in Kindle and print formats. The Kindle version doesn’t include images due to format limitations.
OnePitch by Sarah Pekala | Practitioner
OnePitch utilises AI to optimise the public relations pitching process by helping create targeted media lists, providing feedback to improve pitch quality, and tracking interactions, saving time and boosting pitch success.
Every public relations practitioner at an agency or solo publicist can attest that researching journalists, creating media lists and crafting unique pitches make up a large percentage of their work. Grabbing a journalist’s attention with a compelling pitch is also getting more challenging. We’re constantly competing for their time and attention in their inboxes. One of my favourite tools for public relations practitioners is OnePitch.
OnePitch is a SaaS tool that aims to connect the right journalists to the right pitches. OnePitch helps media relations practitioners across the pitching process find relevant journalists, craft the perfect pitch and track that pitch’s success.
Find relevant journalists
The ability to create unlimited media lists is a game-changer for public relations practitioners in an agency environment like mine. I represent up to seven clients simultaneously across many different industries. I’m juggling at least seven different media lists at any given time, which takes time to create and update regularly. OnePitch creates custom media lists with journalists’ email, social profiles, recent articles and resources. I also receive a match score, which tells me with a percentage point how closely their beat matches my needs.
OnePitch utilises AI to optimise the public relations pitching process by helping create targeted media lists, providing feedback to improve pitch quality, and tracking interactions, saving time and boosting pitch success.
Every public relations practitioner at an agency or solo publicist can attest that researching journalists, creating media lists and crafting unique pitches make up a large percentage of their work. Grabbing a journalist’s attention with a compelling pitch is also getting more challenging. We’re constantly competing for their time and attention in their inboxes. One of my favourite tools for public relations practitioners is OnePitch.
OnePitch is a SaaS tool that aims to connect the right journalists to the right pitches. OnePitch helps media relations practitioners across the pitching process find relevant journalists, craft the perfect pitch and track that pitch’s success.
Find relevant journalists
The ability to create unlimited media lists is a game-changer for public relations practitioners in an agency environment like mine. I represent up to seven clients simultaneously across many different industries. I’m juggling at least seven different media lists at any given time, which takes time to create and update regularly. OnePitch creates custom media lists with journalists’ email, social profiles, recent articles and resources. I also receive a match score, which tells me with a percentage point how closely their beat matches my needs.
Tracking the success of a pitch
What makes OnePitch unique is that not only does it help me write better pitches, but it also helps me track a pitch after I click ‘send.’ Because I can send my pitches directly through the tool, it collects data like email opens, clicks and responses on the app. This data is key for knowing how my pitch landed with the journalists. If they open it four times in 24 hours, for instance, that’s usually a good sign that they may be interested. It can be hard to keep track of every single interaction you’ve had with a journalist daily. I can track every interaction by sending all my pitches through OnePitch vs. in my email directly, giving me better data for reporting to my clients.
OnePitch has a free version, but it’s limited. The free instance of OnePitch allows you to write one pitch, get up to 10 journalist matches for the pitch and create one media list; all fine if you’re an internal communications lead at a company with one big announcement moment or data to pitch. But OnePitch shines once you sign up for the unlimited subscription, which gives you access to all their features for $50 per month — well worth what you get from it. Beyond the inexpensive price, their customer support and educational materials are a huge plus. Their brand creates helpful podcasts, articles, and Twitter content, building community amongst its users.
Sarah Pekala, senior account director, BAM
https://www.linkedin.com/in/sarah-pekala/
Sarah Pekala is a senior account director at BAM, a public relations and communications agency that moves stories forward for venture-backed startups and venture funds that challenge, change, and create entire industries. Before BAM, Sarah was content marketing lead for multiple VC-backed startups, focusing on executive thought leadership and corporate communications.