Once Ritz Communications found the appropriate authors to tell Emmi Solutions ’ stories, it targeted publications with a pitch meant to showcase the articles as valuable news. Ritz’s Patty Keiler and Elisabeth Ritz share specific tips for getting Emmi’s stories told: • Do your homework. “To determine hot or relevant topics for the articles, we scoured the marketplace and reviewed recent coverage and checked out upcoming editorial calendars,” says Keiler. • Stay focused on your brand’s message. “While we used hot topics as a platform, all of the articles focused on Emmi,” says Keiler.
Throw the Right Pitch
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