Subject Lines That Work and Pitches That Don't

[0:07:50] AM: Yeah. Subject lines, the AI revolution needs a green makeover. Unlocking the
secrets of consumer psychology and tech innovation. Overcome the positive syndrome of these
techs.

[0:08:04] BB: For you, what stood out for those?

[0:08:05] AM: The first one, "The AI revolution needs a green makeover," that was one that
spoke out to me, because I was doing a story on the carbon impact of AI data centers. I was
interested in the solutions to that, it just so happened that I got this pitch with the subject line
and it immediately caught my attention. It was a source that was exactly what I was looking for.
It was both like timely. Also, relevant to my story.

[0:08:36] BB: Okay. Is there subject lines you see, Aaron, you go, “Oh, please, no. Please.” Any
or anything where you're like, “No.” This drives me crazy with pitches?

[0:08:48] AM: Yeah. I got a lot of pitches unrelated to what I write about. It’s about what I'm
thinking off the top of my head is here are five tips to overcome imposter syndrome. I don't write
about the how, the wellness, anything like that. I also get pitches for different products, because
should maybe it's mentioned this earlier, but on top of AI, I also write about climate change and
sustainability. It's usually more on the business and tech angle, but I tend to see pitches of
sustainable swimwear, or sustainable cups, and lots of products that I frankly have no interest
in. Yeah, please don't send those to me.

[0:09:29] BB: No, we don't want to see those. Okay.

PR Pet Peeves

[0:12:29] AM: Yeah. One thing that I've encountered is when PR professionals over promise.
What I mean by that is there's been incidents where I've been offered an interview. I say, yes,
and I take it. Then it turns out they're not available by my deadlines or they can't do it anymore
for whatever reason. It's an issue, because I tend to base my deadlines around getting access
to sources. So, if I pitch an editor being like I have this interview secured, my deadline is in two
days and I can't get it, then the story gets it's done.

[0:13:06] BB: Yeah, exactly. Yeah. This is a pet peeve I've heard numerous times on the show
is like, you're like, “Oh, my gosh. I have this person. This person. This person.” Then you're like,
“No, you don't.” Because you can't get me that person until three weeks later.

[0:13:18] AM: Exactly.

[0:13:19] BB: Yeah. Okay. What else did you want to add?

[0:13:20] AM: Yeah. I cover business and tech and sometimes I get pitches that are too product
focused. I think the tricky thing about being a business journalist is that you have to balance the
line between writing about the business, but also not doing marketing for them. So, when I do
tech stories, I want to understand why it's important as supposed to how the product, why the
product is great or what the product can solve, because it's not really my job to try to do for
marketing.

[0:13:53] BB: Introduce that. Yeah, exactly. Anything else?

[0:13:57] AM: Please don't pitch me through signal or text.

[0:14:00] BB: Oh, oh, yeah. No, no. First of all, how do you find your text? What? No.

[0:14:05] AM: I do have my number.

[0:14:07] BB: Oh, no. Aaron, that's why then.

[0:14:10] AM: Yeah.

[0:14:12] BB: It's your own fault, sir.

[0:14:14] AM: Yeah. It was helpful when I was at Business Insider getting scoops and sources
would reach out to me about like things happening within the company that's I hear less from
those people now. It's more PR people's just texting me saying, “Hey.”

Rapid Fire Pitching Preferences