How to successfully email pitch to Journalists

– 13th August 2018 –

Rach Hallett - Digital PR Account Manager

 

Pitching to the Media

So, you’ve started your digital PR journey and you’re well on your way to building up your backlink profile. The ideas are there, the content is ready, and you’ve got a huge list of names of potentially interested parties… the next step is actually getting it out to the press. 

If you think about how many emails journalists will receive each day, it’s worth taking a moment to learn how to make sure that you’re moving from their inbox to article. Here are the top tips from upriseUP on how to successfully email pitch to journalists: 

 

Do your research 

The first aspect of getting your story, product, or service noticed is making sure that the right people are finding it.  

Build up a targeted list of the influencers and journalists in your industry and make sure that you aren’t spamming people with press releases that are completely irrelevant to their publication. 

You might initially think it’s beneficial to get what you’ve worked on out to hundreds of different people – but more often that not, effective pitches are more personalised and targeted. 

 

Remember the little details 

When you’re writing an email make sure that you’re paying attention to the details and to the people that you’re in communication with. 

Nothing will put someone off more quickly than being given the wrong name or getting the publication they write for, wrong! 

 

Keep it simple… 

Journalists are busy people and their inbox is always going to be heaving with press releases, pitches, and interesting opportunities. They don’t have time to read everything, so make sure that you get the fundamental points across with a skim of the email. 

Make sure that you quickly get to the point of your story, why it would work for their publication and audience, and any relevant details attached. 

If they’re interested in taking it further, then that’s where you can build on the details and start writing longer emails! 

 

But stand-out! 

As we said above, journalists skim emails. The biggest grab from your pitch will be in your email header. Make sure that your subject line quickly summarises the most interesting aspect of your story. 

 

Ignore the traditional rules 

‘Rule of thumb people’ will warn you to not email on Monday or Friday, as you’ll get lost in a sea of emails or ignored. We’re calling nonsense on that. 

If everyone else is playing by that rule, then make the most of the opportunity and get into an empty inbox! 

If the idea or content is good enough, then they will pay attention and will work on quickly turning it around! 

 

Be willing to follow-up or pick up the phone 

If you feel that the journalist would benefit from having a few more questions answered and you’re looking for a successful pitch, then be prepared to follow-up or give them a call. 

Don’t be afraid to chase for the coverage if you think it’s worth getting. If you aren’t hearing anything? It might be time to reframe how you’re selling the story in the first place. 

 

Nurture the relationship 

Once you’ve managed to place a story, congratulations! You’ve got the coverage, and hopefully gained a valuable backlink, but don’t just leave it there! 

Building and nurturing a relationship with a journalist means that you could potentially contact the same person in the future with other things they might be interested in. 

Thank them for the work you’ve done together and acknowledge their help! You never know how useful that relationship could be in the future. 

 

If you want to know more, or want to discuss a how we can help you with your digital PR strategy, then please do get in touch. As always, we love to hear from you.

 



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