The Anatomy Of A Winning PR Pitch: Tips For Those In Ag And Energy

This article was originally published at Forbes.com.

In the agriculture and energy industries, it’s tempting to hit “send” on a press release whenever there’s anything new to share. But if you want to build lasting media relationships and secure meaningful coverage, it’s time to move beyond the press release. Crafting a well-thought-out pitch can turn your story into headlines that matter—not just for your company, but for your audience.

What Is A PR Pitch?

A public relations pitch is a personalized communication sent to a journalist or editor to propose a story idea tailored to their audience. Unlike press releases, which announce news broadly, pitches are more focused and persuasive, designed to address specific issues or trends in a way that resonates with the media outlet’s readers or viewers. In agriculture and energy, where niche topics and rural contexts dominate, this approach becomes especially critical.

The Trifecta For A Solid PR Pitch

Problem-Solving Focus

At the heart of every great pitch is a clear problem that needs solving. Rather than leading with your company’s product or service, identify the issue you’re addressing. Here are some examples of a good PR pitch and a poor one:

Poor PR Pitch Example: “Our electric cooperative invested $25 million in a new load management system.”

Good PR Pitch Example:

Problem: “With electricity demand hitting record highs, keeping power reliable and affordable has become more challenging for cooperatives.”

Solution: “Our electric power cooperative’s load management system is a proven solution to rising energy demand, ensuring reliable, affordable power for 250,000 consumers.”

Timely And Reporter-Specific

A successful PR pitch doesn’t just solve a problem—it resonates with the reporter and their audience by addressing their interests, timing and needs. The best pitches demonstrate an understanding of the journalist’s role and offer them a story that fits seamlessly into their beat or editorial focus.

Here’s how you can stay audience-centric:

Use Editorial Calendars: Many publications release editorial calendars that outline their planned content themes for the year. These calendars are gold mines for PR professionals looking to align their pitches with what the publication is already planning to cover.

For example, if an agricultural magazine plans a spring feature on sustainable farming practices, you can craft a pitch about your client’s innovative soil health program. By aligning your pitch with their timeline, you make it easier for the reporter to see how your story fits into their editorial plan.

Leverage Timeliness: Timing is everything. The more your pitch ties into current events or seasonal trends, the more relevant it becomes to a reporter’s audience. Think about the news cycle and what’s top-of-mind for readers right now.

For example:

• During a summer heatwave, a story about electricity load management is not only timely but urgent.
• Around planting season, stories about innovative agritech solutions can capture interest in the agricultural press.

Clarity And Impact

Newsrooms today are smaller, budgets are tight, and reporters are being asked to do more. They are inundated with information, so clear, concise messaging is crucial. Back up your pitch with data, but don’t stop there. Add a human touch with compelling stories or testimonials.

Example: Highlighting farmers’ roles in sustainable biofuels can come to life with a mix of:

• Visuals (e.g., photos or videos of farmers in action)

• Stats (e.g., biofuels reduce emissions by X%)

• Interviews (e.g., farmers sharing how biofuels benefit their operations)

Quick Examples Of What To Avoid In Your Pitch

Even the best intentions can lead to missteps. Here’s what to avoid:

Being Overly Self-Serving: Don’t make it all about your company. Instead, tie your product or service to a larger issue.

Ignoring Context: Local nuances matter, especially in rural markets. Be sure your pitch accounts for specific challenges, such as transportation or community barriers.

Data Without Narrative: Facts alone don’t make a story. Without a clear narrative, even the most compelling data will fail to connect. Always ask: Why does this matter?

Crafting a strong PR pitch takes effort, but the rewards are worth it. By focusing on solving real problems, staying audience-centric and balancing data with storytelling, your pitch can go from being just another email in an editor’s inbox to a meaningful headline.

In the ag and energy sectors, where authenticity and connection matter most, a well-crafted pitch can do more than earn coverage—it can build trust and drive impact for your audience.