7 proven ways to find endless PR pitch ideas & get more media coverage
It’s easy to feel like you’ve run out of ideas. Run out of stories, angles and products to pitch to the press. But the truth is, once you start digging and thinking outside the box, you’ll never run empty.
Still, busy in-house eCommerce teams, fractional heads of brand and marketers don’t have time to sit and brainstorm for hours. You want quick ways to get new ideas, write strong pitches and get noticed by the right journalists.
So here are 7 simple, proven ways to find endless PR pitch ideas – and turn them into the kind of media coverage that moves the needle.
And don’t forget to download our 100+ powerful hooks for eCommerce marketing & PR. It’s the ultimate resource to help you stand out (for all the right reasons) and keep ideas flowing across PR and marketing.
1. Start with what’s already working
Have you been featured before? Got a mention in a gift guide or round-up? Start there. Look at the language the journalist used, the product they picked, the hook they ran with. Can you pitch something similar with a new twist? Or offer an updated product, a limited edition or a seasonal version?
Coverage breeds more coverage – if you make it easy for editors to say yes again.
2. Use awareness days (but make it make sense)
Every day is something day – National Sleep Day, Zero Waste Week, International Coffee Day (our PR marketing calendar template has you covered.) These dates can be a goldmine for pitching, especially if your product ties in naturally.
Journalists often plan themed content ahead of time, so flagging up how your product fits into an upcoming day can help you land a spot in a round-up or trend piece.
Hot tip: Don’t force it. “Random Acts of Kindness Day” might be cute, but if it doesn’t suit your brand, skip it.
3. Look at what journalists are writing about now
Start by checking out the latest product round-ups in titles like Stylist, Glamour, IndyBest or Men’s Health. What’s trending? Which categories are getting the spotlight? These can give you a clear sense of what to pitch – and what to steer clear of.
Go one step further and look at the structure of the features. Are they focused on products under £50? Sustainable swaps? Just-launched items? These small details are gold when it comes to framing your pitch the right way.
And don’t forget to keep an eye on what’s happening in the wider world.
Trending topics and current events = perfect newsjacking opportunities. Why does newsjacking work so well? Because it puts your brand into the conversation while it’s happening, keeping you timely, relevant and more likely to catch a journalist’s attention.
That’s why our Pro plan includes fresh newsjacking angles delivered straight to our subscribers’ dashboard every day, so the eCommerce brands can jump in with the right pitch at the right time.
4. Pitch around key retail and gifting dates
Think: Valentine’s Day, Mother’s Day, Back to School, Black Friday, Christmas. Journalists are always looking for products to include in relevant round-ups, and they usually work months in advance.
Plan your pitching calendar around these key dates and make sure you’re ready with images, product links and a quick, punchy intro that makes it easy for them to say yes.
5. Use your product reviews for inspiration
Your customers are telling you what they love – in their own words. Go through your reviews and testimonials. Are people raving about how your candles help them sleep better? How your skincare works wonders for sensitive skin?
These nuggets can become the angle for your next pitch. Real results are always more compelling than generic product claims.
6. Look beyond your hero product
Your best-seller might get all the love, but there are stories to tell across your range. What’s new? What’s niche? What’s underrated?
Pitching your lesser-known products can help you stand out in a crowded inbox, especially if they fit a more specific category or solve a problem that hasn’t been covered to death.
7. Ask your team (or your customers)
You don’t have to come up with everything yourself. Chat with your team – marketing, customer service or your warehouse crew. They often have insights you haven’t thought of.
Or turn to your audience. Pop a question box on Instagram: What’s your favourite product? What do you wish more people knew about us? Their answers might be the seed for your next great pitch.
Final thoughts
Running out of pitch ideas is normal, but staying stuck isn’t necessary. With a few go-to methods (and a little curiosity), you’ll always have a fresh angle up your sleeve.
Need help making your pitch ideas media-ready? That’s what we’re here for. PR Dispatch gives you access to journalist contacts, live press requests and expert support to help your in-house PR get results.
Ready to put your PR ideas into action? Join PR Dispatch and get everything you need to pitch with clarrity and secure the coverage your eCommerce brand deserves.