PRfect Pitch focuses on interviewing media professionals and event managers who PR agencies pitch regularly on behalf of their clients. As the name implies, successful pitching is key in achieving results as a public relations professional, and we are here to share the tips and tricks that will make or break your pitches.

Through conversations with industry experts, the podcast discusses how and when to pitch a story to editors and producers. They in turn learn which PR sources can be trusted to bring them interesting stories that resonate with their specific audiences. 

Our 11th guest was Forbes retail contributor, Sharon Edelson. Prior to joining Forbes, Sharon spent 17 years as a senior editor at Women’s Wear Daily. In this episode, you’ll hear Sharon talk about the journey through her journalism career, how her positions have evolved over the last 30 years with the rise of digital media and what she does to prepare for her interviews.

Here are four major takeaways from her talk with our founder and CEO, Nicole Rodrigues:

Don’t be a gatekeeper, be a bridge

In Sharon’s 30 years in journalism, she’s found that it has become harder and harder to gain access to potential interview subjects. As PR professionals, it’s important that we act as facilitators when a journalist is trying to gain access to our clients. In order to achieve this, we make ourselves and our clients as accessible as possible.

When you act as a gatekeeper for your clients, rather than a bridge between them and media professionals, it hinders a relationship that could bear greater fruits in the future. Stay connected with journalists and give them as much access as your client will allow! 

Introduce some spontaneity

There’s no question that preparing your clients for their interviews is important, but it’s equally key to leave some room for spontaneity. When your client sounds too rehearsed, it strips them of the kind of authenticity that media is often looking for.

Sharon, and other journalists, are looking for candid conversations during their interviews. While it’s expected that PR professionals prepare their clients with talking points prior to an interview, we must also prepare them for a certain level of improvisation. Ultimately, that’s what often leads to great writing and content.

A good pitch opens the door

Sharon has worked with many PR representatives throughout her career, and has seen a wide variety of pitches come through her inbox. She encourages us to stay concise and logical with our pitches, and to not be afraid to follow up on subjects that fall into her wheelhouse.

If Sharon sees a pitch that she ultimately decides to pass on, but that is well-written, she will leave the line of communication open. That’s why the introductory pitch is so important: a great first pitch can open the door for future collaborations.

It’s also why we say batch pitching doesn’t work. PR is about building meaningful relationships with the people that keep us in business: the media! The thoughtfulness you put into your first pitch can determine your client’s relationship with a given outlet.   

Don’t forgo the phone/in-person interview

Remember the days when it was normal to grab coffee with friends and colleagues? Well, we are slowly getting back to it. This means there will be opportunities to meet some of the journalists you reach out to, in-person! There is incredible value in connecting with people in person, and Sharon wants us to keep this in mind: there is nothing better than making a genuine, long-lasting connection.

Although it’s become harder to meet up with people face-to-face, the COVID-19 pandemic has shined a light on other ways to stay connected with people throughout the globe. Utilize the resources that technologies have provided us with, and get to know the folks on the other end of your inbox.

This feels like it might go without saying, but it’s also important to connect your clients with interviewers over the phone or in-person as well. Sharon tells us never to do a whole interview via email. The authenticity we spoke of earlier will get lost, and the content could get dry.


Do you have tips and tricks for PR professionals that you want to share? Whether it be about pitching, media relations, podcasting or more, we’d love to hear your thoughts! Drop a comment on this interview with Sharon on YouTube, which can be found here

You can also listen to this season of PRfect Pitch via Apple Podcasts, or your preferred podcast platform.