Writing personalized pitches that get to the point of your email is not an easy feat. Do you want to give up a line or two to make an intro or do you want to get straight to the point? In addition to the fact that journalists have all different types of pitching preferences.
We went straight to the source (Twitter) to ask seasoned PRos about the introductions they use within their pitches and the reasons why they think they are successful.
Check out the below recommendations and try one of them within your next pitch:
Mary Shank Rockman at MSR Communications shares her thoughts about relating to a piece of the journalist’s work:
"I read your recent piece in x outlet..." #PR pros should always have an understanding of a #journalist's beat and coverage patterns prior to pitching to ensure their pitches are relevant
— Mary Shank Rockman (@marysrockman) January 10, 2023
On the other hand, Robert Fischer at PROMO Missouri thinks a different approach is needed. Although relating to a piece of work proves to be valuable (see additional comments on this from journalists on #CoffeeWithAJournalist), he thinks it’s important to take it a step further to really leave an impression.
Journalists now expect the “I saw your piece on…” approach, which means it is no longer enough to cut through the noise.
— Robert Fischer (@_imPRessive_) January 11, 2023
It still works, but directness is going to be key moving forward. You can prove you know a journalist’s background with a highly targeted pitch.
Journalists want to know why you are relevant to them, but keep it short. And by short, we mean one link within your pitch for them to look at. Susan von Seggern, a PR consultant, is in agreeance. Here’s what she had to say:
#3, so they remember why they should listen to you. pic.twitter.com/cH5DgEApWg
— Susan von Seggern (@SusanvonSeggern) January 11, 2023
Amy Weicker, Head of Marketing at Girl Geek X, says to use social media to help warm up the connection. Post one of their articles, comment on something they post, or message them about an article that you thought was interesting. Here’s more from Amy on the why:
I don't do anything special. Get straight to it, keep it brief.
— Amy Weicker (@iwantyourears) January 11, 2023
Earlier in my career, I did the "Loved your piece on X..." bit, but I've found it unnecessary. If the pitch is highly relevant, they know you did your homework.
Also, warm 'em up on social.
Like, comment, follow.
Showing you know what journalists cover is always in style, but it’s important you don't drag on. A good pitch shows you’ve done the research in itself, but you can experiment with going a step further. Here’s what Kevin Mercuri, I'm CEO of Propheta Communications, had to say about this:
In most cases, I like to prove (in two sentences or less) that I have reviewed their prior reportage & determined that they were the right person to pitch. Doing so says, "I respect your work & the time it takes to read my pitch."
— Kevin Mercuri (@KevinMercuri) January 11, 2023
While introductions are welcomed by some, there are some journalists who would rather be spared of the discourse. Sometimes, it pays off to get straight to it, as Stephen Karaolis, founder of Pear the Agency, likes to say:
The best introduction is no introduction IMO. Just get to it!
— Stephen Karaolis (@StephenKaraolis) January 11, 2023
And to reaffirm this thought, here’s your proof from Leigh Scheps, reporter at Inside Edition:
also agreed. thanks. I don't need to read happy new year in February.
— Leigh Scheps (@LeighTVReporter) January 11, 2023
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Want additional tips for pitching journalists more effectively? Check out more PR 101 blogs on The TypeBar.
Also, see direct of pitches that worked (and landed coverage) with the Pitches That Placed series featuring pitches that have landed in publications like TechCrunch, Fast Company, The Wall Street Journal, and more.
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