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PR Tips: How to Make Journalists Love and Value Your Pitches

January 16, 2019

With social media having us all tangled into digital world, the traditional PR practices are being neglected. From the dawn of times of PR, the key to success was keeping your contacts happy and willing to go back to you. Now, that all leads to social media, the original ways are being treated with less respect and attention, although their importance has not lessened. For that reason we have prepared a list of PR tips to make journalists love you.




1. Charm them with a subject line


Journalists get tons of pitches. Your goal is to stand out from the crowd. You need them to open that email. And there is no other way but come up with a captivating subject line.


The trick is, there is no right or wrong way of writing one. Trial and error, monitoring, experimenting – those are ways of learning what your contact wants to learn. Sometimes it can be as simple as adding publication’s name, sometimes it must be a cry of despair. One thing we can count as one of the PR tips is that it must be short, precise and make them curious.


2. Make them feel unique


No one likes receiving a generic message, be it on a dating app or business. Mass mailing is sure a convenient technique time wise, but not too result driven. You must remember a journalist you try approaching is a person. Therefore, they have an ego that needs an occasional stroke, and this is one of the most common PR tips.


Getting the name right is the start. Nothing do journalists hate more than having their name misspelled. Though that alone won’t gain you many brownie points. Research the person you are contacting. Get familiar with their work. Let them know you are familiar with it via compliments, masterfully building them around the topic to pitch. Make the human factor work for you.


3. Structure, grammar and readability


Unsurprisingly, journalists get very touchy when it comes to written pieces. While their demands regarding data and how much of it you reveal differ, some things are true to everyone.


If your email is filled with links, grammatical mistakes, unorganised information and weird layout, odds are the journalist is mad for wasting their time reading it. The generic structure of a press release is always a welcome sight for it suggest a stable layout, optimised length and strict categorisation of top priority information.


4. Stay up to date


Journalists are chasing news and trends, and so should you. They use pitches to stay up to date with all that’s going up in the world or their specific sector, and your job is to provide them that. This means, your eyes must be wide open to deliver your contacts the content that is fresh and crisp.


The old day ways still work like a spell for they grant first hand information, but they demand great efforts. Calling needed people, chasing them around, analysing newspapers to come up with a spin-off of the most trending story or simply being at the right place at the right time – all these are likely to make you sweat for that precious content. However, nowadays you can simply follow trending pages of Twitter or set up Google Alerts for keywords you are interested in. Media monitoring, old or new way, is the best way to stay atop of the game.