Posted by Media Relations on Thursday, December 15th, 2005 - Comments »
Public Relations practices are being forced to evolve with technology. The invention of email means that communications between PR pros and journalists have become easier and quicker, but also more prolific.
Understandably, journalists are annoyed when they are spammed with pitches that are a) not relevant to their beat and b) not even relevant to their publication.
In this day and age when journalists’ inboxes are filled with both irrelevant and relevant pitches, how can you ensure that your message escapes immediate deletion ?
Over the next few days, I will be posting key factors to consider so that your pitch resonates with the media.
#1 – The Subject Line
Email is now the PR professional’s number 1 channel for pitching. This means that pitching must be very focused and strategic to increase your message’s chances of survival.
The subject line is the first touch point between the journalist and your pitch. If the subject line is not attention-grabbing and engaging, then your pitch is only one click away from the trash can.
The subject line should be short, concise and appeal to the journalist’s specific interests and beat. If you are pitching an idea for a particular column or upcoming editorial calendar feature, be sure to include this in your subject line.
For Example: “Emerging Technology” – Cars That Talk
Lastly, do not use superlatives or salesy language and avoid using symbols (%*#!) that cause spam filters to interject.
Read my Media Relations Blog tomorrow for Factor #2 – Strategic Pitching