PR professionals should pitch stories to journalists through personalised emails

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 22, 2020, 6:23 PM UTC

Over 90% of journalists prefer one-on-one emails, while phone calls were the least-liked method, according to Muck Rack’s “The State of Journalism 2020” survey.

The survey found that a lack of personalisation and bad timing are the primary reasons why journalists reject relevant PR pitches. PR professionals should take time to understand a journalist's niche and be familiar with their work to personalise their pitches.

PR professionals should limit their pitches to 2-3 paragraphs while highlighting the most newsworthy information. They can keep the background information for the follow-up. Sending PR pitches at the top of the week, especially Monday, can help get better results. 

83% of journalists think “it’s OK” if the PR follows up within a week. But, they should avoid following up too soon and wait for 3-7 days before following up to get an effective response.

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