The Art of Pitching to Journalists for PRs
There’s a certain excitement which comes with drafting the perfect news-worthy press release and having it featured in magazines, newspapers and online media outlets.
As a public relations professional, pitching to journalists is a core part of the role – but getting it right isn’t as easy as it might seem. Securing coverage is an art form which takes time, knowledge and expertise to hone. Read on for some pointers to polish your PR pitch…
1. Keep it relevant
A report by PR Week shows that 25% of journalists won’t pick up a pitch if it’s not personalised or relevant to them. Simply taking 10 minutes to understand the topics covered by the journalist, the publication they write for and whether their audience is the right fit for your story is key. So, do your homework before and come prepared with a carefully crafted email.
2. Create an attention-grabbing subject line
Want a journalist to actually open your email? Creating an interesting subject line is the perfect way to make a big first impression. A couple of things to keep in mind: keep it short and keep it simple. Journalists want to know exactly what the email is about before they read the contents, so summarise your news in a simple sentence. Cut straight to the hook of your story and avoid fancy language – Prowly suggests a subject line of 49 characters or less will boost your open rates with the media.
3. Keep your pitch concise
Journalists are inundated with a range of news stories from eager PRs, battling to get their pieces featured in the newspapers, making competition for coverage fierce. So, provide the key details journalists are looking for.
Research from Press Gazette found that 91% of journalists prefer pitches under 300 words, meaning a concise pitch will go a long way. Provide the 5 W’s (Who, What, When, Where and Why) with images attached to your email, to increase your chances of capturing their attention.
4. Timing is key
While there’s no hard and fast rule as to when you can reach out to journalists, being mindful of when you pitch is crucial. Generally, Fridays are the least favourable days to pitch to press. Journalists are often scrambling to meet weekend deadlines or wrapping up their week, meaning your pitch is likely to get lost in their inbox or ignored altogether. Instead, aim to pitch earlier in the week – Tuesday to Thursday is ideal. Avoid the Monday rush when journalists are catching up from the weekend and aim to send your pitch in the morning when they’re most likely to be checking their inbox.
5. Don’t be afraid to follow up
Don’t feel disheartened if your pitch isn’t picked up straightaway – most journalists receive a whopping 63 pitches a day, and so your email might have got lost in the post. Give them a few days to sift through their inbox, and, if you haven’t heard back, follow up! Briefly reiterate your pitch’s main points and any new developments that might make it even more newsworthy – a gentle nudge is all it takes to get your story back to the top of their inbox.
Bonus tip: it’s important to note that many journalists simply don’t have time to respond to all their emails, so if you don’t hear back after one follow-up then leave it there. No relentless follow-ups!