Creativity in PR isn’t about chasing every trend, it’s about knowing when (and how) to show up with something worth saying. Few people understand that balance better than Tsai-Ni Ku, an account supervisor known for turning sharp insights and cultural moments into top-tier coverage in The New York Times, The Wall Street Journal and People Magazine.
In this Expert Insights, Tsai-Ni proves that the most creative pitches start with authentic messaging, a deep understanding of the audience and the confidence to listen before speaking.
What’s your process for coming up with a creative angle for a pitch? Where do you get inspiration?
I get pitch inspiration from social media. I enjoy scouring social media channels because it shows the general public’s opinions, and it gives honest, unfiltered feedback, which we can use to appeal to our audiences and be more relevant.
My process is seeing which topics are trending and sharing relevant ones with my team to brainstorm. I don’t always see the direct connection, but talking with others can spark more ideas and angles for pitches.
What’s the biggest mistake brands or other PR pros make when trying to be creative in pitches?
As PR pros, we always use the phrase “cut through the noise,” but just because a topic is trending that’s related to your client’s industry doesn’t mean you always have to contribute. For example, a client in the AI space can contribute to current discussions about using AI in the workforce and to improve productivity, but so can many other companies.
It’s important to insert a client into the conversation when they have something interesting or relevant to say. Sometimes, it’s more important to listen and understand than to have a say.
How do you come up with a creative pitch even if you don’t have much to work with or if it’s an industry that isn’t inherently attention-grabbing?
Every pitch hinges on how well you know your client, regardless of industry. As PR pros, it’s up to us to understand our client’s product/service and know what makes them special.
Just because a client is in a certain industry, it doesn’t mean that they can only speak to that industry. We have had CEOs of CRM companies speak about quantum computing. This is why it’s important to have a relationship with company spokespeople; it can help you understand their history and open avenues that may not have been obvious.
What’s your most creative pitch and how did you come up with it?
My most creative pitches have been on topics not often recognized on national news, but that are very relevant to specific groups, like Gen Z on people who use TikTok. We often forget that reporters are just like us. They see the trends that we see, like the recent quarter-zip sweater trend, and they’re just as curious as we are. If I’m wondering about something, chances are the reporters would like answers to it too.
I held off from joining TikTok for the longest time, but I find that TikTok content creators are a lot more personal than those on other social platforms. I started getting “day in my life” videos from TikTok caretaker creators, and I was able to repurpose that topic into a wider angle for a healthcare client.
What’s the best feedback you’ve received from reporters as a result of your creative pitch?
The best reporter feedback will always be, “I’m interested, please schedule a briefing.” However, a friendship is even better! Reporters value a relevant pitch more than anything. Often, the creativity is showing the connection of your news to the reporter’s beat. This helps turn a company spokesperson into a go-to source for a reporter, resulting in more coverage for the client.
What media coverage that resulted from your creative pitch are you most proud of?
The best coverage that came from a pitch was this NY Post article about flu season’s effect on skin. When pitching the reporter, we used the “winter uglies” social media trend, which refers to a decline in skin appearance and quality that happens during the colder months, to add a timely element, while positioning the client as an expert on how to beat it. Reporter Reda Wigle ended up using the client’s commentary throughout the article!
More than coverage, establishing a good relationship with a reporter brings me the most pride. Reporters receive multiple pitches a day, and earning a spot as someone who they trust is the biggest win!
