Using a targeted intro-letter in the press release can help grab media attention immediately

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 18, 2020, 2:43 PM UTC

But, PR professionals should first determine the newsworthiness of their update before making a pitch.

PR professionals should understand targeting the right media personnel and personalising their email pitches are equally or more important than the content of a press release. Companies should avoid newsjacking in their pitches and try not to seek media attention with an irrelevant trend.

The pitches should contain only those elements that are relevant to their target audiences’ niche. Communication experts can also use the targeted intro-letter to hook the readers and then provide the necessary information in the press release. But, they should ensure the intro-letters are short, personalised and written in a casual style.

Instead of sending bulk emails, PR professionals should research each prospect and send individual personalised emails. They should avoid burdening reporters with overly general inquiries.

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