📨 Pitches

Pitches is the method’s outreach-quality engine, the gate every story passes through before it reaches a journalist. It is the pitch-side twin of Audience Story: the 6As write the article, TRUTH pitches it.

The TRUTH test originated in Paul Blanchard’s book Fast PR, and is Full Funnel PR’s standard pitch quality check across all client work.

You do not have to spell all five out in the pitch itself, there is not the time, but give enough for the journalist to see you have thought about it. Keep it readable on a phone. If it needs 500 words to explain, the story is not ready.

Three things sink most pitches, and each is fixed upstream rather than in the pitch. A lack of metrics, because journalists need numbers to judge significance, fixed by the North Star. A lack of boldness, because clients resist naming losers, fixed by Tension. And a lack of patience, because pressure for instant results produces rushed pitches and damaged relationships, fixed by the operating rhythm.

Throughout, the journalist is the channel, not the end audience.