POWER PITCHING AT 100: HOW CIJ GROUP REDEFINED BRAND-JOURNALIST CONNECTIONS
CIJ Group’s Power Pitching format has emerged as a pragmatic response to mounting pressures across UK newsrooms, as brands and PR agencies seek faster, more direct routes to editorial coverage. The company’s 100th event, held in March, marks a milestone not only for the business but for a wider shift in how media relationships are being conducted.
Launched in 2019, Power Pitching was conceived as a way to compress traditional media briefings into highly structured, time-efficient sessions. The model has since evolved into a predominantly virtual format, allowing dozens of journalists and multiple brands to interact within tightly scheduled windows.
Each session follows a rigid format: PR teams are given six minutes to present to small groups of journalists, in what is often described as a hybrid between speed-dating and Dragons’ Den. The structure is designed to maximise exposure while respecting the increasingly limited time available to editorial teams.
The efficiency is central to its appeal. In a typical hour-long session, up to 25 national consumer journalists can hear from seven brands. The format has proved particularly effective during peak retail periods, with expanded “bumper” events aligned to key seasonal moments such as Mother’s Day, Father’s Day and Christmas, when demand for product-led editorial coverage is at its highest.
As part of its centenary event, CIJ Group has launched a promotional competition offering one brand, retailer or consumer PR agency the chance to win a free Power Pitching session of their choice. Entries must be submitted by 27 March 2026, with the initiative positioned as both a celebratory gesture and a means of introducing new participants to the platform.
The company has also used the milestone to highlight the most active participants since the format’s inception. Among retailers, M&S, Moonpig and MenKind recorded the highest attendance. In the brand category, Cricut, Wonderbly and Learning Resources were the most frequent participants, while Hatch PR, Cavendish and Wire PR led agency engagement.
The scale of adoption points to a broader recalibration in PR strategy. More than 300 brands and retailers have participated in Power Pitching events, spanning sectors including home and garden, food and drink, consumer technology, beauty, toys and lifestyle. High-profile names such as M&S, Pokémon, Moonpig, Bloom & Wild, Wayfair, Schuh and The Range have all used the platform to secure media exposure.
CIJ Group has simultaneously expanded its media network, building relationships with more than 1,200 journalists across national publications and broadcast platforms, including The Times, Good Housekeeping, Mother & Baby, Mumsnet and ITV This Morning. The breadth of this network has been instrumental in sustaining the format’s relevance and reach.
For PR agencies, the value lies in guaranteed access. Associate Director at Hatch PR said: “We love working with the team at CIJ Group and have seen great success from the Power Pitching events. With how busy journalists are across the board these days it’s great to get face time with them whenever you can, and the Power Pitching events are the perfect opportunity to keep them up to date with all the latest news and products from clients.”
From the media perspective, the format addresses a growing operational constraint. A producer at ITV This Morning said: “Power Pitching is brilliantly organised and a great way to showcase new products for the coming season, the best and most productive use of an hour.”
Courtney Rogers, Founder and Managing Director of CIJ Group, said: “Reaching our 100th Power Pitching event is an exciting milestone and reflects the incredible support from brands and retailers who continue to be part of these events. We’re thrilled to celebrate the moment with Toys & Games and Homes & Gardens events taking place this week and hope to keep helping innovative brands get their products in front of the media which supports PRs to achieve impactful coverage.”
The underlying trend is clear. As editorial teams operate with fewer resources and tighter deadlines, traditional, time-intensive media briefings are giving way to shorter, outcome-driven formats. In that context, CIJ Group’s Power Pitching model reflects a broader industry pivot towards speed, access and efficiency as the defining metrics of modern media relations.
