To say reporters’ inboxes are clogged is an understatement. Reporters, especially at the top levels, can receive thousands of emails a day. I was talking to a freelance tech reporter a few months back, and she told me that somehow PR people manage to find her at every email address she uses – even her personal gmail account.
Photo Credit: Sean McEntee
So how do you make your pitch stand out?
Write an attention grabbing subject line
The best subject lines are personalized, local (if it is local reporter) and specific. In other cases, email open rates decline when you include a first name in the subject line. Not so when it comes to reporters. They receive so much spam and so many emails as a result of mail merge, that if you personalize the subject line, they know you’re sending the email directly to them. Sometimes you can keep it as simple as, “Kathy, crowdfunding story idea for you.”
If you’re contacting a reporter that writes for a local newspaper, blog or magazine, include the location, for example, “Free language learning app available to > 2.5 million Chicagoans.”
Keep your subject line specific to what the reporter covers. If you’re following up to another story they’ve written, note that. If you’re reaching out to a business reporter, include information pertaining to business, “NYC company receives $5 million from local investors.”
Structuring the body of your email
The shorter a pitch email, the better. You have 30 seconds to make an impression. I use the word paragraph lightly…these are more like sentences, but I use spacing to make the pitch easier to read.
The first paragraph should focus on why this particular reporter should care. I often note a previous story or an industry trend I know they’re covering to catch their attention. “In February, you covered…you noted the challenges related expense and time…my CLIENT addresses both of those constraints…”
The second paragraph needs to succinctly describe the quick backstory of what you’re pitching. “CLIENT is releasing a new app…HERE’S WHAT IT DOES.”
And the last paragraph should tell them what you want them to do. I always include an “ask.” It makes for a natural response – is this of interest? would you like to connect with the CEO? For example, “You can check out a quick demo here. I’d also be happy to connect you with Paul Smith, CEO of CLIENT, who can walk you through the product. Is this of interest?”
When to send the pitch
I typically send pitches between 9:30 a.m. EST and 3:00 p.m. EST. Any later and many reporters are on deadline.
Now, how do you follow up? Stay tuned…
