Earlier this year, I came across a report by Propel that analyzed 1 million pitches sent to journalists to better understand if email pitches result in media coverage. That report found that of more than 726,000 emails sent, only 29% were opened, 3% got a response and 8% resulted in media coverage.
Yet, a new report from Agility PR Solutions found that less than 30% of PR and communications professionals reported an increase in the difficulty of earning coverage between June 2020 and May 2021. And that 38% reported that it was about the same difficulty level while a combined 35% say that earning coverage has become somewhat less difficult or much less difficult.
So, why is it that, while so few emails are opened, PR professionals aren’t finding it increasingly difficult to secure coverage?
Tailored Outreach
Agility PR Solutions’ report found that nearly 75% of respondents pitch less than 100 media contacts. Which, when you consider some individuals are reporting pitching more than 500 contacts, is quite small.
With every pitch or announcement, the press list needs to be tailored. When building a media list, it’s important to stop and ask, “Why would this reporter care?” and more importantly, “Why would their readers care?” If there isn’t a clear answer, don’t pitch them.
This approach is crucial to securing media coverage, but also to building lasting relationships that you can utilize for the long-term.
Adding Value
When asking why a reporter would care about your pitch, that’s when you should uncover the value of your offering. Are you providing them with unique data, an interview with a prominent thought leader, unique multi-media assets or a compelling story angle? If not, reconsider your pitch and determine how you can offer value.
While we often view the main goal of pitching as securing coverage (because it is), it can be helpful to shift the focus to supporting a journalist’s reporting. By treating the reporter like a client and being thoughtful about what your offer, you’ll likely be more successful in securing coverage.
PR professionals are continuing to get creative in what they are offering to journalists that may be of interest. According to the report:
- 45% of PR and communications professionals provide video footage
- 44% offer exclusive interviews
- 38% provide external links to web pages, documents, etc.
- 35% share high-quality images
New Forms of Coverage
With reporters stretched thin, many outlets are increasingly accepting and seeking contributed content. This is a great way to secure coverage that supports an organization’s key messages and highlights an executive’s thought leadership platform.
When developing a pitch, consider if the angle you’re offering would also make a compelling contributed piece. If a reporter doesn’t have the time to cover the topic, but still finds it interesting, there is still an opportunity to secure coverage.
It’s no secret that media are inundated with pitches, so in order to capture their attention and be successful in driving results, outreach needs to be thoughtful, creative and strategic.