Do’s and Don’ts for Getting Journalists to Read Your Pitch and Cover Your News

Earning media coverage for your client or brand has never been harder for PR professionals. According to a recent survey by CARIBPRWIRE partner, Cision PR Newswire, - of over 3,000 journalists worldwide, most are inundated with over 50 pitches per week. With so much competition for attention, only the strongest pitches will survive. Fortunately, we have the research to understand how to create a pitch that gets attention and earns coverage.

Do: Personalize the Pitch to the Journalist You’re Contacting

When asked to describe the “perfect PR pitch,” the majority of journalists mentioned relevance. According to one respondent: “The quickest way to get sent right to my junk folder is by pitching me something that has nothing to do with what I cover for my audience.” Personalizing your pitch to the journalist’s specific beat and interests is crucial.

Don’t: Forget That Location Is Key

Failing to consider a journalist’s location when pitching can be the difference between getting quality media coverage and getting blocked for good. For journalists who cover regional or community news, any pitch worth pursuing must have a local angle or tie-in. As one respondent summed it up, “My Wisconsin readers do not need to hear from ‘industry experts’ in California.”

Do: Keep Your Pitch Short and Sweet

According to one journalist, the ideal pitch is “brief and to the point, with clear information on who, what, when, and why.” Journalists don’t have time to read every single email pitch that comes their way (even though email is the preferred format for 9 in 10 journalists), so the faster you can make your point (25 words or less is the sweet spot for many reporters) the better.

Don’t: Underestimate the Power and Pull of Multimedia

From images, infographics, and video to web polls, livestreams, and animation, multimedia helps bring a story to life. Not only did 9 in 10 journalists use PR-provided multimedia elements in the last year, but most are also more likely to consider a pitch that offers up relevant multimedia. Be sure to include links (not attachments) that lead to a landing page, press kit, or cloud storage unit for fast and easy access to the assets journalists need.

Do: Double-Check Your Sources and Data

Journalists love it when PR teams pitch them with data and unique research. However, credibility is a critical concern for them; thus, they are hypervigilant about the data they rely on – and need their PR partners to be, too. Most journalists (62%) will even block a PR professional who provides inaccurate or unsourced information. The lesson: Be ready to stand by your sources and make sure you can back up any claims you make in your pitch.

Don’t: Make Promises You Can’t Keep

One in four journalists will block a PR professional who cancels on them at the last minute, and an equal number will do the same to a PR professional who fails to respond to them within their deadlines. Even worse is a PR professional who dodges inquiries or isn’t transparent – an unforgivable offense for 2 in 5 journalists.

Do: Add Credibility to Your Pitch with an Expert Quote

Including quotes from industry experts not only adds extra credibility and context to the story you’re pitching, but 1 in 5 journalists explicitly want PR pros to do so. Nearly half say industry experts are useful for generating content or ideas that lead to media coverage. Even better if you can set up an interview – something 1 in 2 journalists say makes their lives easier.

Don’t: Confuse a PR Pitch with a Sales Pitch

More than half of journalists will block a PR person who sends a pitch that sounds like a marketing brochure. Leave the jargon and click-bait headlines on the cutting room floor, and stick with straightforward, personalized messaging to make a lasting, positive impression.

Do: Tread Carefully When Following Up on a Pitch

Should you follow up on a pitch? One in four journalists say “no,” but most journalists (64%) say “yes.” Any more than once, however, and you’re entering tricky territory. Not only do only 8% of journalists say it’s okay to follow up multiple times, but nearly half (48%) say they would block a PR rep who follows up repeatedly.

Don’t: Be Discouraged If Your Pitch Doesn’t Get Picked Up

Some of the most effective pitches don't lead to immediate coverage, but do lead to relationships with journalists that pay off down the line – especially if you’ve taken the time to craft a relevant pitch with multimedia, expert quotes, or other value adds. Your efforts will not go unnoticed and will help you build a powerful network of media contacts you can refer to over and over again.

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