Pitching
PR outreach operations
Set up a shared PR outreach workflow for pitch approval, send records, duplicate checks, replies and requests to stop contact.
PR outreach operations are the checks between approving a story and closing the last journalist conversation. Give each pitch a named owner, keep a shared record of what was sent, check for earlier contact before every send, and act on replies and stop requests before another message goes out.
Build one working record
Use a shared outreach record that everyone sending pitches can update. For each proposed contact, record the story and pitch version, intended recipient, reason for approaching them, channel, owner and planned send time. Record actual sends and replies as separate events, so a scheduled pitch is not treated as sent.
The record should answer three questions quickly: who has been approached about this story, what was sent, and what can happen next? Track the conversation separately from any contact restriction, so closing a story does not erase a request for no further pitches.
| Point in the workflow | Check before moving on |
|---|---|
| Approve | Is this the current pitch, and is the proposed contact relevant? |
| Queue | Has this person, address or publication already received the angle? Is there a contact restriction? |
| Send | Did the message leave the sending system, and to which address? |
| Respond | Does the reply request information, decline the story or limit future contact? |
| Close | Are open requests handed over and further sends stopped where appropriate? |
A sent record does not establish delivery, readership or consent.
PR Outreach Workflow: Key Stages
- ApproveIs this the current pitch, and is the proposed contact relevant?
- QueueHas this person, address or publication already received the angle? Is there a contact restriction?
- SendDid the message leave the sending system, and to which address?
- RespondDoes the reply request information, decline the story or limit future contact?
- CloseAre open requests handed over and further sends stopped where appropriate?
Put a decision gate before sending
Check the person and angle, not just the address. Colleagues may hold different addresses for the same journalist, and an agency and in-house team may each have the same contact on their lists. A shared queue lets the owner resolve those conflicts before sending.
Check the proposed message’s classification and any applicable requirements before sending; calling it a PR pitch does not settle those questions. If the classification or basis for sending is unclear, hold it for review.
Honour a clear request to stop receiving pitches regardless of the message’s classification.
Treat replies as instructions
Route replies to someone who can act on them. A request for information needs an owner. A correction to a journalist’s name or beat should update the contact record. A decline closes the current angle; it does not necessarily rule out an unrelated future approach.
A clear stop request calls for an immediate pause and a restriction visible across the sending tools and teams involved.
Leave silence as unanswered. Do not mark a contact interested or consented because a message was sent, opened or left unanswered. Any follow-up needs a specific editorial reason and a fresh check for duplicates and restrictions. If it is a covered commercial message, assess its legal basis as a new send.
Handling Journalist Replies: Best Practices
- ProsTreat all replies as actionable instructions; route promptly to responsible owner.
- ConsDo not assume interest from silence or unopened messages; avoid automatic follow-ups without fresh review.
Keep the operation proportionate
Record only information needed to prevent repeat mistakes and fulfil legitimate requests. Limit access, correct stale details and review records that may no longer be needed.
At campaign close, reconcile the queue with sent messages and unresolved replies. Report only what the record establishes: messages sent, responses received, requests fulfilled and restrictions applied. Review coverage separately.
Make privacy controls usable at handover
For an organisation covered by the Australian Privacy Principles, outreach records form part of its wider practices for managing personal information. APP 1 requires reasonable steps to put practices, procedures and systems in place to support compliance and to handle inquiries or complaints about that compliance.
Keep the privacy policy current and clearly expressed. It must describe the kinds of personal information the organisation collects and holds, how it collects and holds that information, and the purposes for which it collects, holds, uses and discloses it.
The policy must explain how an individual can access their personal information and seek its correction, and how they can complain about an APP breach and how the organisation will deal with a complaint. If the organisation is likely to disclose personal information to overseas recipients, the policy must say so and, where practicable, identify the countries involved.
Make the policy available free of charge and in an appropriate form. If someone requests a copy in a particular form, take reasonable steps to provide it in that form. Ensure campaign handovers direct inquiries and complaints to a team member able to respond.
Privacy Compliance Requirements under APP 1
- Reasonable steps for complianceImplement practices, procedures and systems to support APP adherence.
- Privacy policy must includeTypes of personal information collected, how it’s held, purposes, access and correction processes.
- Overseas disclosuresMust be disclosed in policy if applicable; identify countries where practicable.
- Accessibility of policyAvailable free of charge and in requested format when requested.
In this guide
- Recording who received each pitchKeep a precise PR pitch record of addresses used, pitch versions, send times, replies and failed sends.
- Avoiding duplicate outreach to the same journalistPrevent duplicate pitches with checks for known addresses, story angles, reservations and live conversations.
- Respecting a request not to receive further pitchesAct on a journalist's request to stop pitches by pausing sends, recording its scope and updating relevant outreach lists.
- Tracking replies without treating silence as consentClassify journalist replies, keep unanswered pitches accurate and assess each follow-up as a new decision.
