Hi there,
Hope this blog post finds you well. I’m reaching out to you on behalf of Communiqué PR, a boutique public relations firm in Seattle. We have broad experience in media relations and content development, and over the years we’ve learned some solid practices in sending email pitches to reporters and editors.
In today’s digital landscape, email is often the first and only communication PR professionals have with reporters. Securing media coverage for brands is at the heart of public relations, so it’s imperative to know how to pitch in a way that generates interest and trust from the journalist.
Email and pitching can each be difficult on their own, but together they form a task that requires artistry and precision. We have some insight on this topic that we think will be of interest to you, the readers. Please find below some of our key findings on how to craft successful email pitches:
- Immediately communicate the importance of your story. Journalists are pressed for time – you need to be direct in expressing the significance of your news. Start by having a subject line that reads like a headline, stating what the story is in a way that highlights the key information. For example, “Survey shows 59.1 percent of journalists prefer 2-3 paragraph pitches” is a compelling subject line. An email titled “Contributed article opportunity about journalist preferences” is going to be sent to the trash bin.
After that, use your first sentences to tell the reporter 1) who you’re representing, 2) what news your client has and 3) why this news is important to the writer and their readers. Journalists are taught to start every piece of writing with a nut graph, i.e. a concise introduction that conveys the value of the story. To successfully engage writers, PR professionals must speak in their language.
- Do your research and offer exclusivity. Every day, reporters are inundated with pitches. Thus, they’ve developed a sixth sense that detects whether a pitch has been carelessly sent or mass-produced. First off, send them the pitch specifically using the “to:” line; cc- or bcc-ing is a sign of a group send.
Perhaps most importantly, you need to research both your target publication and its writers. Read some of the publication’s popular articles and take a look at their official guidelines to get a feel for their voice. Then, identify the exact writers you need to contact for the pitch. Get to know their topics of interest and general beat. And if it’s your first time pitching to a specific reporter, start your email by indicating that you’re familiar with their work and therefore know that they are a good target for your pitch.
You could say something like, “I’ve been following your work and I thought your recent piece on the rise of Snapchat was particularly compelling. It was timely and provocative given the recent social media scandal surrounding Twitter and Snapchat. I have some related data that your readers might be interested in, and I am offering it to you exclusively.”
Cite one of their recent articles, give an intelligent comment on it and present your pitch. Then let the reporter know that you have given them the right of first refusal.
- Be considerate of their time. By now we’ve established that time is of the essence, especially for reporters. When writing a pitch email, you need make it as easy as possible for the writer to consume. Send the pitch in the morning, when they have the most time to review your proposal. Format the email so that the information is easy to see: Use bullets, bold key points, include relevant hyperlinks and break the text into short paragraphs.
Finally, end the email with action items for the journalist to consider. Be straight to the point, for example, “Would you be interested in covering this for Forbes? Please let me know as soon as you can. Thank you.”
- Build credibility. Before hitting send, you should thoroughly look over your pitch and reinforce its value. Fact-check all of your statements. Connect your client’s brand to the broader industry. Offer an interview with the related experts.
And don’t forget to proofread your pitch. Read it out loud and have a colleague look it over and give you feedback. Pitch emails are the most important part of the relationship between PR people and journalists. Make them count.
Reporters are a tough breed and can rightfully get irritated if you’re perceived to be wasting their time. As PR professionals, we must pitch effectively and respectfully if we want to maintain strong relationships with our media contacts.
Would you be interested in using some of these tips in your next email pitch? Please let us know and don’t hesitate to contact us with any questions or comments; we’re looking forward to hearing from you. Thanks for your time.
Very best,
Alexa & team
P.S. If you found this information useful, here are some additional resources on the general art of pitching and pitching pitfalls to avoid for your consideration. Cheers!