PR pitching – 5 things you need to know before you start writing

1 – can you distil the brief and say it back to the prospect concisely?
2 – do you know who the prospect’s audience is, not just in broad terms but what they look like, where they shop, how they behave?
3 – do you know the last 5 big campaigns/stunts/ideas done in the client’s industry, what has worked recently. What do you need to avoid for sake of repetition?
4 – do you know the last 3 things the prospect did that really worked? What have they tried and failed to do well….
5 – do you understand the client’s key business problem….