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.
[4 minute read]