What Do Journalists Want To Hear From Email Pitches?

What Do Journalists Want To Hear From Email Pitches?

How many emails do you think you receive on any given day? For many of us the answer is: Too many! People flip through their emails while hitting the delete button. Email pitches bombard us relentlessly. Important emails end up being trashed that shouldn’t be. But why are these emails ending up in the garbage? They simply don’t catch our interest. If your company is sending out email pitches to journalists that are going unanswered, that must change. But how? This is a problem that’s facing more and more businesses today. Increasing junk and spam emails aren’t helping either.

Reporters and Journalists

Journalists and reporters aren’t your typical email user. They get a ton of emails daily related to the work they do each and every day. Many of these emails received are crucial to their job – some, not so much.

Companies shoot email pitches off to journalists all the time looking for press coverage. A new product. An expanded service. These journalists must comb through the pitches for the ones that piques their interest. How do you get the journalists’ eyes on your pitch and keep their finger off the delete button?

Journalists and reporters are busy to the nth degree. They just don’t have time to do everything they need to do in a day. Emails often take a backseat to content partnerships, app updates, press releases, etc. Add to that the fact that they they’re keeping up with releases, attending events, staying abreast industry goings-on, researching stories, and they’ve got very little time to look at their email.

When emailing a journalist, keep in mind the following things:

Don’t Beat Around the Bush

As busy as journalists are, they just don’t have time – get to the point. Keep your greetings to a minimum and formal. Want to do it faster? Skip the greeting – your pitch will sell you.

Keep your opening statement to this: Why you’re emailing them, what your product/service is, why it’s a good fit with their readers, and who you are as a company or organization. Every word counts – you’ve got a very small window of opportunity.

Personalize Your Email

Send a direct email to the publication’s contact that’s most relevant to your service or product. Don’t use generic emails or mass emails to journalist groups. Commend individuals for their recent success or work. Use their first name. This message is going to a person, so make it personal.

It’s Important to Be Relevant

The What and Why you’re emailing them are equally important to journalists. Whatever you’re pitching should be relevant to them and their publication. Research the publication before starting that personalized email. Is what you’re pitching one of the domains or topics they cover? You wouldn’t email a technology journalist about your sports team, right? You’d email a sports journalist, natch.

Some Quick Tips:

  • Don’t be pushy but do follow up.
  • Avoid emailing attachments, unless asked.
  • Don’t send at the start or end of the week.
  • Do send on Thursdays, Wednesdays, or Tuesdays (many favor this day, by the way).

A PR Company Familiar with Journalists and What Makes Them Tick

No one knows better than JOTO PR Disruptors that what greases the marketing wheels of an organization is a lubricant we call Anti-PR! Marketing campaigns can be a real disappointment without it. By bringing you the JOTO PR Disruptors Online News Room, we average 2 to 3 media placements (e.g. segments, articles, opportunities) for every client, every month.

The tired old sales pitch is gone. We make your services, your products, and your company look great. Your company can reap the benefits of maximum news coverage with news stories published worldwide. Find out how we can help you and your company get the attention of the right journalist. Contact us today!

Advice Disclaimer. This information is not intended to be a substitute for professional public relations or legal advice. Do not disregard professional legal advice or delay seeking professional PR or legal advice because of something you have read here. Contact an attorney to obtain advice on any particular legal issue or problem. Use of this Web site or any of its e-mail links do not create an agency-client relationship between JoTo PR and the user.