The sun is shining, and the days are long, which means summer has arrived! For baseball fans, summer means exciting games, ballpark snacks, and watching their favorite team take part in America’s Pastime. (The Scooter Media team recently got in on the action with a fun day cheering on our Cincinnati Reds at Great American Ball Park!)
But did you know that baseball also offers a ton of valuable media pitching lessons for PR pros? Here are a few examples of how baseball and PR share the same playbook:
#1: Pitch Placement is Important
For a pitcher, throwing strikes is the goal. They need to be strategic about where they are throwing to stay in the strike zone. In PR, making sure you are pitching to the right people in the right place is essential to getting quality coverage.
Just like pitchers and catchers study each batter’s approach, a strong PR pitch starts with researching the reporter and outlet you’re targeting. For coverage of a nonprofit’s ribbon-cutting or fundraising event, you don’t want to invite a dining reporter. Identify reporters who focus on nonprofits, or cover issues closely related to the organization you are representing.
By identifying the right contacts who will care about your news, you will maximize your chances of media coverage — and minimize your chances of striking out.
#2: Fundamentals are Key
In baseball, whether the players are fielding a ground ball, turning a classic 6-4-3 double play, or laying down the perfect bunt, mastering the fundamentals first is key to a great game. In PR, following best practices and fundamentals also helps to ensure your client or organization is getting the best coverage possible.
Reporters receive an overwhelming number of inquiries each day. To help your pitch pass muster and stand out, here are some of the key fundamentals to make sure you’re following:
- Clearly state the story, your unique angle, and why the news would be of interest to the reporter’s audience;
- Highlight what elements and access can you provide (e.g. interviews, exclusives, behind-the-scenes content, etc.);
- Avoid industry jargon;
- Don’t attach documents (they can trigger spam filters);
- Use bullet points to make the pitch more digestible;
- Include a link to high-resolution visual assets
- Provide links to more information about the organization or topic.
Practicing these fundamentals will go a long way in helping you get your story across the plate.
#3: Resilience = Success
In the 2024 Major League Baseball season, Bobby Witt Jr. of the Kansas City Royals led the league with a batting average of .332. That means he only got a hit in approximately 30% of his at-bats! While that may seem like a low number, that is very successful in baseball and shows the importance of resilience, something that rings true in PR as well.
When pitching a story (especially one that you are distributing to a broad list of media contacts), the chances of all those contacts covering the story are very low. While you hope to get as many placements as possible, it does not always work out that way.
However, that does not mean you’ve struck out. Don’t leave runners on the bases — or story opportunities waiting! Continue to follow up with added value, future relevant stories, or adjust your messaging to better connect with that reporter or outlet. You may also need to adjust your media list so you can continue pitching into the strike zone. Eventually, you may find the right fit at the right time.
As you devour some ballpark hot dogs and cheer on your favorite team this summer, consider these valuable media pitching lessons you can learn from baseball to boost your PR game.
For a deeper look into capturing media placements, check out our other Scooter Media blogs:
