If you’re a public relations pro, then you know that garnering media coverage for your company or your client can be an indicator of a successful public relations campaign. But it is no easy feat in the digital age – media pitching has become a complex mix of art and science. In the competitive, over-saturated world of media relations, how do you set yourself apart? Here are three quick tips to keep in mind for your next round of pitches:
Do include a short, catchy subject line
Short and sweet. This is the first thing a reporter will see in their inbox, and more often than not, will determine whether your email is even opened. Using active verbs, and clear and concise language will almost guarantee a click. Avoid prefacing your subject line with PRESS RELEASE, FWD or INTERVIEW OPPORTUNITY.
Do personalize your pitch
Now that you have the reporter’s attention, your pitch needs to follow through. Mass emailing the same email template is a red flag, and reporters can often tell if you use copy and paste. Take the time to do your research. The easiest way to make sure your email gets deleted is to contact a reporter without prior research or knowledge about their audience, what they write about, and what’s important to them.
Do build that relationship
Start the work before you begin your pitch. Every time you see an article that relates to your topic, add that reporter to a list and follow them on social media, and engage with them. Cut through the clutter, and prove you can be a trusted expert resource, and when the time comes, your chances of gaining coverage are higher if it’s a good story, relevant to their beat, and information their readers would benefit from knowing.
Not all guidelines will work for all journalists, but by following these guidelines and taking care when crafting pitches, you will inch your email to the top. Have some tips of your own? Drop us a line!