Aaron Orendorff’s wrote an interesting article about the new book of Joe Pulizzi and Robert Rose Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit. Aaron Orendorff is the founder of iconiContent and a regular contributor at Entrepreneur, Lifehacker, Fast Company, Business Insider and more.
Effective Email Pitches: How to Get the Media’s Attention in Professional Way
Have your ever thought about some special tricks that can make reporters read and publish your news story?
Everyone knows that it’s rather difficult to get your press release noticed by the media and break through the wall of disregard. But if you know some inside hooks, you can turn the corner. In our previously published post we have reviewed the most common ways how to find journalists’ emails and send your press release into the right hands. In today’s blog entry we are going to flesh out the main and most effective pitches’ suggestions which help you to attract the media’s attention and get some assurance that your press release will come out. The most important thing is to catch journalist’s eye by creating a personalized email pitch which has to be written in effective and professional PR manner. Without further ado, we are offering to look through some proven advices which help you to pitch journalists and publish your press release successfully:
- Subject line is always important
- Get personal
- Keep it brief and straightforward
- Provide reviews and giveaways
- Avoid any attachments
Tell a reporter exactly what he/she can expect by reading inside a pitch email. Here you should generate an interest and drive a reporter into the story. Avoid “spammer words” like “free”, “congratulations”, “now only”, “click here”, “hot offer”, etc. as well as dollar signs and exclamation marks.
It would be great if you could have got to know more about the reporter and what topics he usually covers. Read what he/she writes, probably your news will not suit to his/her scope of work. The second thing is that you need to email your pitch as a journalist is the only person who receives it. Never use “bbc:” line, because it gives impersonal feeling to the person who reads your email. Also keep your pitch casual and avoid official "Mr." or "Mrs.", address him/her by the name, communicating with him/her as if you were friends.
Several sentences will be enough. A pitch doesn’t suppose to tell the whole story, it’s just a hook, so make sure you are clear what you want from a journalist. Remember the golden rule — keep it short and simple.
This is not strictly necessary, but if you have this opportunity - use it. It always works, especially when you know that your press release is not that newsworthy and needs some additional support. To get a journalist interested in your news, offer a giveaway contest, free trial, discount or special promo which might be useful and attractive for him/her.
An email pitch must not contain any attached word documents or image files. Attachments can overload your email and slow down an editor’s computer. If you have additional information, it’s better to provide a link.
Additionally, include a link to your press release in case a reporter wants to read the whole news story. Don’t forget to provide him/her with social media links to your company’s accounts, so a journalist can find out more about your business. Have your Pressroom up-to-date, so other people can visit and trace your publishing history as well as find your contacts and other back-up information. Using PRNEWS.io service just will take you few moments to set your own Pressroom and organize all your stuff to be ready to successfully publish your press releases. Once you have taken advantages of the listed suggestions, double check your press release before sending and make sure it corresponds to all the pitch rules.