How to Use Education to Make Your PR Pitches More Effective
Finding Themes & Relevance That Get Media Attention
Great PR isn't just about sending product samples and hoping for the best—it's about telling a story that matters.
Journalists and editors don't just want another "new product" pitch.
They want stories that align with trends, cultural moments, and audience interests.
The best PR pitches educate, connect, and provide value.
In this post, we'll cover:
How education strengthens your PR messaging
How to find relevant themes that make your pitch stand out
How to position your product as part of a bigger story
Let's turn your brand's expertise into press-worthy content.
Why Education Makes Your PR Pitch More Effective
Journalists don't want to promote products—they want to inform and engage their audience.
What Happens When a PR Pitch Lacks an Educational Angle?
It reads like a sales pitch, not a story.
It feels like every other "new product" announcement in their inbox.
It doesn't give the journalist a compelling reason to cover it.
The Fix? Position your pitch as a valuable educational resource.
Example:
Instead of pitching:
"We just launched a new hyaluronic acid serum—would you like to try it?"
Turn it into an educational story:
"With hyaluronic acid searches up 250% this year, many consumers don't know how to choose the right formula. Our brand founder can explain the difference between molecular weights of hyaluronic acid and how they impact hydration—let us know if you'd like expert insight for an upcoming piece."
Why This Works:
It ties into a larger consumer trend.
It offers valuable expert commentary.
It educates instead of just promoting.
Key takeaway: The more useful your pitch is, the more likely it is to get coverage.
How to Find Themes That Make Your Pitch More Relevant
Great PR isn't just about your brand—it's about how your brand fits into current conversations.
How to Identify Strong PR Themes:
1. Tap Into Industry & Consumer Trends
What beauty, wellness, or fashion trends are shaping the conversation?
How does your product or brand fit into this trend?
Example:
If "skin cycling" is trending in skincare, a brand with exfoliating or repair-focused products could pitch:
"Dermatologists recommend skin cycling for healthier skin—here's how to incorporate our gentle resurfacing serum into your nighttime routine."
Why This Works:
It connects your product to something already being talked about.
It positions you as a thought leader, not just another brand launch.
2. Tie Into Seasonal & Cultural Moments
What's happening in pop culture, beauty, health, or lifestyle this season?
How does your brand fit into seasonal buying habits or challenges?
Examples:
Back to School: "The best 5-minute beauty routines for busy college students."
Winter Dryness: "How to winter-proof your skin with moisture-locking ingredients."
Post-Holiday Reset: "Detox skincare: What actually works vs. what's just a marketing gimmick?"
Why This Works:
It makes your pitch timely & relevant.
It helps journalists plan content around seasonal editorial calendars.
3. Use Data & Consumer Behavior Insights
Journalists love statistics, consumer behavior shifts, and new research.
If you have internal data or can reference industry stats, your pitch becomes more credible.
Example:
"Searches for 'clean fragrance' have tripled in the past year—but what does 'clean' actually mean in perfume? Our fragrance expert can break down the myths vs. reality of clean scent formulations."
Why This Works:
It leverages a growing consumer curiosity.
It makes your brand the authority on the topic.
Key takeaway: Journalists want data-driven angles, not just product promotions.
How to Position Your Product as Part of a Bigger Story
Journalists don't want a generic press release—they want a compelling narrative.
How to Make Your Product Part of a Larger Conversation:
1. Offer Expert Commentary (Founder, Chemist, Dermatologist, Stylist, etc.)
Media loves quotes from industry experts, not just brand reps.
Position your founder, product developer, or in-house expert as a go-to resource for media.
Example:
Instead of saying:
"Our new serum hydrates better than competitors."
Pitch:
"Our formulator has spent 10 years researching hydration tech—here's what most brands get wrong about moisturizers."
Why This Works:
It provides valuable insight beyond just product features.
It makes your brand a go-to authority, not just another product launch.
2. Tell a Compelling Founder or Brand Story
Media loves human interest angles—what's the story behind the product?
If your brand solves a personal or market gap, make that part of the pitch.
Example:
"Our founder struggled with hormonal acne for years and couldn't find a solution—so she created her own. Here's how she formulated our award-winning serum based on clinical research."
Why This Works:
It makes the story relatable and engaging.
It gives journalists a personal angle to feature.
3. Tie Your Brand to a Social or Ethical Mission
Many media outlets prioritize sustainability, inclusivity, and ethical sourcing.
If your brand has a genuine mission, highlight how it makes an impact.
Example:
"Fast fashion is one of the biggest contributors to waste. Our brand is changing that with a closed-loop recycling system that lets customers return old clothing in exchange for credit toward new sustainable pieces."
Why This Works:
It elevates your brand beyond just selling products.
It makes your company part of a bigger cultural movement.
Key takeaway: People connect with brands that have a purpose—use that in your PR messaging.
Final Thoughts: Smarter PR Through Education
Media coverage is easier to secure when your pitch is relevant, educational, and valuable.
To make your PR strategy more effective:
Find trending themes & position your brand as an expert.
Tie into seasonal, cultural, and consumer behavior insights.
Offer educational angles, founder stories, and expert commentary.
Want to Refine Your PR Pitch? Here's Your Next Step:
Comment below: What's your biggest challenge with PR pitches? Let's discuss.
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