Today on the PRmoment Podcast we’re talking to Amy Dowling, head of markets communications at Tui about the PR pitch process from a client’s point of view.

We’ll cover the issue of client ghosting and discuss why it happens. Amy will also share her 11 step process of how to run a PR pitch. Finally, Amy will give her top tips for PR agencies on how to pitch better.

If you haven't heard already I’m pleased to say we’ve now launched our PR Masterclass: The Intersection of Data, Planning and Measurement event. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications.

The other big news in public relations is that the PRmoment Awards 2025 are open.

All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite.

Also, thanks so much to the PRmoment Podcast sponsors the PRCA.

Here’s a summary of what Amy and PRmoment founder discussed:

Amy recently ran a consumer PR pitch process which has been described by those involved as “robust, fair and on time.”

Amy explains why the pitch process is so important from the client’s perspective.

4 mins Amy talks us through her 11 stage pitch process.

1. Align stakeholders - What is your ultimate goal? What are your broad comms and business objectives?
2. When do you want the work to start? Work backwards from a timeline perspective. 
3. Define your budget - perhaps bronze, silver or gold alternatives.
4. Develop your long list of relevant agencies (Perhaps up 10-12 agencies)
5. Post initial agency approaches, research and understand any potential conflicts. Which may rule some agencies out.
6. Align with procurement: make sure they understand what you are looking for.
7. Chemistry or tissue session with the agencies on the long list. These agencies should have been sent a pre tissue pack in advance.
   
   After the chemistry session the long list is cut down to 4 agencies. All those who were not successful were given written feedback within a week.
   
   “Sometimes you don’t know what you don't want until it’s there. Or what you do want, until it’s in front of you.”
   
   
8. The brief for the pitch is issued. (Approx. 4 pages: Including budget, objectives, do’s, don'ts, context. insight, audience, business background etc)
9. Workshop briefing session feedback session: Agencies meet the PR lead for the brand and marketing teams to sense check and ask questions.
   
   4 weeks between the workshop and the pitch
   
   
10. Procurement submission for the agencies - DEI, business health etc. Procurement scores this documentation, which is in addition to and alongside the creative pitch process.
    
    “As a sector, if we could standardise the procurement form it would save agencies a lot of time.” Ben Smith
    
    
11. The pitch and a decision within 10 days. Feedback was given by telephone, again within 10 days.