Big P Energy

Preparing for the Big Pitch

This past week, I found myself in a place familiar to many PR pros — standing (or sitting as the case may be) on the edge of a huge opportunity, heart racing, palms and pit slightly sweaty, ready to pitch for what could be a game-changing client.

But this wasn’t an ordinary pitch.

I was co-pitching alongside other PR professionals — some I’d worked with before, others I’d just met — all coming together virtually from different corners of the country to present to an international brand. We were one of the shortlisted agencies selected. The prize? A significant multi-year contract. No pressure, right?

Even with years of experience under my belt, I’ll admit: I was nervous.

But here’s the thing about nerves — they’re not the enemy. In fact, I’ve come to believe they’re often a secret weapon if you know how to work with them. So this week, I’m sharing a few takeaways on preparing for high-stakes pitches or presentations, and turning those jitters into your competitive edge.

PR Toolbox

1. Embrace the nerves

First, let’s normalize it: feeling nervous before a big presentation or pitch means you care. Instead of trying to suppress the butterflies, I focus on channeling them. I kept telling myself it was excitement not nervousness. Before the pitch, I practiced some deep breathing, mentally reviewed my strengths that I’d bring to the project, and reminded myself that nerves can sharpen focus and bring extra energy to the room (or screen).

2. Over-prepare, then prepare some more

For this pitch, preparation meant everything. Not just rehearsing my part, but anticipating possible client questions, reviewing the brand’s backstory, competitors, and pain points, and syncing with my co-pitchers to ensure we were aligned. We practiced for an hour every day in the week leading up to the pitch. I also created a few “cheat sheets” — key messages, data points, and reminders — to keep within arm’s reach during the call. And I’m glad I did because at one point, the presentation skipped ahead of the topic I was speaking to so I was able to continue on without the presentation slide directly in front of me.

3. Coordinate like a pro

Co-pitching virtually has its own set of challenges. We spent time beforehand clarifying who would cover what, agreeing on handoffs between speakers, and running through timing. That extra level of coordination made us feel like a unified team, and hopefully that was evident in the client’s eyes since it was something we were specifically being graded on.

4. Focus on connection, not perfection

The temptation is to aim for a flawless presentation, but clients respond best to authenticity and connection. I reminded myself to be conversational, listen actively, and stay present rather than rigidly following a script. Mistakes happen but showing you can handle them gracefully often matters more. And feedback that my team members gave when we were practicing is the specific examples I had from different experiences and relationships really resonated so I tried to lean into that in an authentic way. (This also showed the client that we were just delivering empty words or promises, that we had something tangible to back it up.)

5. Reflect and learn

After the pitch, I took 15 minutes to jot down what worked, what I’d do differently, and what surprised me. Whether we win the contract or not, this reflection turns each pitch into a building block for the next one.

As we wait for the client’s decision (fingers crossed!), I was reminded why I love this work: it stretches you. It keeps you sharp. I’m also still pretty new to this process so while it can be uncomfortable, you only grow when you lean into the discomfort. And yes, it reminds you that a little bit of nervous energy can sometimes lead to your best work.

Trends to Tackle

Storytelling over slides
Increasingly, brands aren’t just evaluating strategy in a pitch, they're looking for the story of how you’ll help move their business forward. It’s no longer enough to rely on beautifully designed decks; clients want to feel the narrative thread and vision behind your proposal. Here are three ways this is showing up in successful pitches:

1. Start with the “why”

Instead of diving straight into tactics, strong pitches open with why the client’s brand matters, what’s at stake, and how your team’s vision aligns with their goals. This creates an emotional connection right from the start.

2. Use real examples, not just case studies

Rather than rattling off awards or past wins, the most effective teams share specific, relatable stories of how they solved a similar challenge or sparked impact for another client — giving the prospective client a picture of what partnership feels like.

3. Paint the future

Strong storytelling isn’t just about looking back; it’s about helping the client imagine where they can go. Great pitches invite the client into a future vision: “Here’s what success could look like — and here’s how we’ll get you there together.”

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What are your go-to strategies for calming nerves or getting prepped before a big presentation? I’d love to hear so hit reply or share in the comments. I see and appreciate every single one!

Lynn