The Business of Pitching
The Public Relations Perspective
1st Edition
Published on 5. January 2026
Book
Paperback/Softback
336 pages
978-1-138-47858-9 (ISBN)
Description
The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of GBP13bn and employs around 85,000 people in the UK alone.
This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs.
The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.
This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs.
The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Postgraduate and Professional Practice & Development
Dimensions
Height: 246 mm
Width: 174 mm
ISBN-13
978-1-138-47858-9 (9781138478589)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Persons
Kevin Read draws on three decades of practical and academic experience. As Chairman of Bell Pottinger Engage, he established a business of more than 70 consultants with a turnover of GBP7m in fees. He is also a visiting lecturer at the University of Greenwich and a senior examiner for the Chartered Institute of Marketing.
Dr Nicky Garsten has spent nearly two decades working as a journalist, senior in-house practitioner, and PR Consultant at MS&L (a global consultancy in the Publicis Group). She now directs the BA (Hons) degree in PR and Communications at the University of Greenwich and is a Senior Fellow of the Higher Education Academy.
Dr Nicky Garsten has spent nearly two decades working as a journalist, senior in-house practitioner, and PR Consultant at MS&L (a global consultancy in the Publicis Group). She now directs the BA (Hons) degree in PR and Communications at the University of Greenwich and is a Senior Fellow of the Higher Education Academy.
Content
Introduction Part I.TAKING ON A PITCH: MINDSET AND UNDERSTANDING 1. No half measures 2. The real brief Part II- PRE-PITCH PREPARATION: MARSHALLING THE INGREDIENTS 3. Fresh take 4. The golden thread 5. Core elements 6. The pen holder 7. The visual and the spoken 8. Theatre 9. Team rehearsal Part III - AT THE PITCH: MANAGING THE ROOM 10. Entering and opening 11. Landing the story 12. Closing and questions Part IV - PITCH FOLLOW UP: SECURING A WIN 13. Follow up 14. Closure and getting started Part V - PITCH REVIEW: REFLECTION AND BUILDING A WINNING CULTURE 15. Scoresheet 16. Shared learning 17. Reflections and conclusion