Grouped vs Individual Pitches

I loved meeting lots of you last week during Roxhill’s first Beauty Club, where we writers shared the inner workings of our world. I had great questions from PRs for my section on pitching digital beauty ideas, and one struck me as something I should cover off here. In fact, I can’t believe I haven’t done so before.

‘What is your preferred way to receive pitches for multiple brands – each individually or as a group pitch?’ asked Isobel. The answer might feel like crucial information if you’re agency-side, juggling lots of clients. But even if not, you might represent multiple brands in-house – so I hope this will be of interest to almost all of you.

Well, I believe it’s better to group pitches by theme as opposed to per client (unless you’re releasing news – in which case keep it focussed). So, for example if the theme was gifting, list all your suggestions, from all relevant brands, in one email. If it was 2024 trend predictions, do the same. Etc.

My reasoning is firstly one of efficiency and convenience – for both of us. Streamlining communications saves time for you and reduces clutter for us. The volume of emails sent our way can be overwhelming (and often results in pitches being overlooked or lost), and so any way to consolidate them is a positive. Also, by grouping pitches via multiple brands you’re not only presenting us with variety and options – maximising potential for coverage – but you’re demonstrating context and industry insight, with awareness of the wider market within that sector.

That all said, there’s always a balance to strike, and I wouldn’t advise cramming too much into one email as it could overwhelm the recipient, and/or dilute its focus. Aim for a curated edit and a concise execution!

But let’s also acknowledge that it’s impossible to judge someone’s personal preference when it comes to pitching, and that, frustratingly, one person’s heaven may be another’s hell. So (as ever with these columns), please only read this as my opinion. Though I do hope it helps.

Check out the three things Hello Dame learnt at Beauty Club and consider joining us at our upcoming sessions.