Although there has been a rise in PR professionals’ use of social media channels to pitch stories to reporters, a study by PR Source Code shows most journalists still prefer being contacted by email. Here’s how to get your messages opened and read.
Know your reader: It’s critical to know what reporters cover before pitching them. “Mass pitching” is a big turn-off to a journalist. In fact, it can result in their never again opening an email from you. According to Cision, “nearly a quarter of all email pitches are rejected by journalists for being “spammy and impersonal.” Try referring to one of your target reporter’s articles in your pitch. Not only will it highlight your taking the time to see if he/she is an appropriate contact, it also shows you are being considerate and pitching your story selectively. That will help build a relationship.
Make their job easier: Forbes recommends catering to the recipient’s needs. Questions to consider include: How will this email benefit the journalist? Will it turn him/her on to a story related to his beat, a story related to something that’s trending or one his editor is eager to have covered? Will it make the reporter’s job easier? If you make the email appear less designed to please your boss or client and more about something ultimately of interest to a lot of readers, you are far likelier to get a response.
Respect their time: While you should follow up a couple days after sending a pitch, avoid bombarding their inbox. Journalists receive a boatload of emails every day, and they may not get to yours right away. If they don’t respond to your follow-up, they’re probably not interested. Continuing to email or call them is inappropriate and could damage your relationship.
Getting a journalist’s attention takes a lot of preparation and skill. Experienced PR firms do research on journalists and take steps to build solid relationships with them.
Not a PR expert, but need to get your story out? Contacting a PR firm can help you reach your goal.