Pitching for accounts – art or science?

I gave a guest lecture to undergraduates on Westminster University’s PR Degree yesterday. The topic – Pitching – Art or Science?

After some discussion we agreed that it was a healthy balance of both, with analysis and research skills along with the need for creative insights and ideas to cut through the huge amount of competitive noise that PRs have to contend with.

In the hour I had I covered what I considered to be the key issues for a successful pitch including making sure you have a good go an understanding the covert expectations of the prospects as well as the overt ones. They might strike a chord with you, or remind you of some of the things we sometimes miss out in the rush to complete the pitch in time.