The document is Meltwater's "2025 China Brand Going Global Guide Series: Overseas Media Pitch Proposal Guide," which mainly focuses on how Chinese brands can submit pitch proposals to overseas media when going global. Its aim is to help PR professionals attract journalists' attention and get brand stories featured in the media. The specific content is as follows:
-Emphasizing the importance of humanized elements: In today's era of widespread artificial intelligence application, the professional skills, creativity, and keen intuition of PR professionals remain crucial for crafting outstanding communication strategies.
-Explaining the key role of empathy: Successful communication strategies require a deep understanding of the needs of both media and audiences. It's important to think from their perspective about how to construct story frameworks that attract journalists and audiences while conveying the brand's core message. Understanding journalists' viewpoints, past coverage, and audience interests is also necessary, and Meltwater's media relations database can provide assistance.
-Highlighting the importance of relationships with journalists: Building good relationships with journalists is at the core of quality media PR, helping to understand what makes a good story in their eyes and increasing the success rate of cooperation. Relationship building requires multidimensional management, such as understanding their working styles, contact times, and submission formats. Media social activities are also helpful, and personalized pitches yield more significant results.
-Explaining the art of storytelling: Brand story creation should follow storytelling principles, including highlighting conflict and resolution, adding humanized characters, breaking stereotypes, and keeping up with trends. Creating emotionally impactful stories is a uniquely human skill.
-Introducing the writing framework for pitch proposals:
-Identify key information: Clearly define the problems solved by the brand or product and the benefits provided. This information is the underlying message the story needs to convey.
-Conduct audience and media research: Identify target audiences and relevant media, understand the topics and pain points discussed by the audience, and use Meltwater's technology and tools to obtain information.
-Brainstorm creative angles: Avoid routine information, and through research or collaboration, find creative ideas that can attract media attention. Meltwater's tools can provide support.
-Validate creativity: Test creative ideas and seek feedback from target audiences or journalists to ensure the direction is correct.
-Explain the preparation of pitch materials and follow-up action plans: Prepare press releases that attract readers, personalized pitch emails, high-quality photos and video clips. Meltwater's AI tools can help draft initial versions; after the first pitch, provide additional content to remind journalists and increase coverage opportunities.
-Provide six tips for pitching to journalists: Think from the journalist's perspective—they are busy and under pressure, so be their helpful assistant; get straight to the point in pitches, whether it's the email subject, news headline, or opening paragraph, and hit the core of the story; use the news pyramid structure, presenting the core information first, then supplementing with background and details; fully utilize artificial intelligence to improve efficiency and handle repetitive tasks; never be pushy, maintain politeness and follow up appropriately; track work results, analyze effectiveness, and master patterns—Meltwater's tools can quantify outcomes.
-Introduce Meltwater's unique features and services: Meltwater's AI solutions empower the entire pitching process, covering media intelligence, social media listening, overseas influencer marketing, and more. With offices in many countries and regions worldwide, Meltwater serves numerous clients and, after entering China, has also helped many well-known companies.
