11 Tips to write an email pitch that Journalists want to read
Getting PR for your start up can be a challenging task, especially because all you have is an email to stand out and make your pitch. However, there are best practices that have proven effective by research while attracting attention towards your email.
Since journalists are busy (80–100 emails a day) and are being bombarded by pitches almost all the time, a quick glance should be enough to have them click your email and read it.
We have got some tips up our sleeves that we have learned over time while pitching to press for our clients through our PR services.
1. Story that can go Viral
Storytelling is by far a favorite in the world of marketing. This is only a natural extension. Journalists are constantly looking for stories that have the potential to reach a few thousand or eve million people. These days online content marketing is the way forward for new age media.
Within your email body, give the brief of the story in pointers and shoot out your email.
2. One Liners work
A one-sentence pitch grabs instant attention.
For instance your one liner can be a success story. And your subject line can be — “How we clocked 1 lakh downloads in just 1 month” or “From earning Rs. 10,000 a month to leading a Rs. 250 Cr IPO”.
Or, it could be as simple and straight forward as this.
3. What’s in it for them?
The perfect pitch needs to be short, to the point and explain exactly how that piece would be of mutual benefit.
- Keep the body of the email short, between 180–200 words.
- Loose the blabber and get straight to the point
- End with exclusivity.
4. Information & Invitation
Any time that you have an event and it is newsworthy, invite the press whilst informing them. It could be a webinar, an online chat, a launch or a product review. Get them involved and your start up will already offer a lot of meat for PR.
5. Keeping it Relevant & Real
Telling the journalist that you follow what they write is a good way to connect with them. However, try not to copy paste a typical template and ruin your chances by making it sound like one. Be real and type out and read what you are actually going to insert in your email.
This would be the perfect template example for this pointer.
6. Punch, power & Humor
Follow relevant journalists on Social Media and probably they will make announcements on what they are writing about online.
And then pack your story with punch, power and humor.
7. Keep it short
Shorter emails get read more simply because it takes less time. Pack in all the other details in a press release and do not forget the exclusivity hook.
A short email could also be a relationship building activity. If you let a journalist know that you read them ardently, eventually it will result in a healthy relationship.
Just drop in a tip or point of view once in a while.
8. Data Wins
Sending across a report, infographic or any kind of representation of data can be appealing for journalists. It is of real value and meaning to their readers.
The pros of sending data can be numerous.
- Repeat this activity every fortnight or month
- Own a space when it comes to data driven articles
- Never get rejected
9. Don’t pitch via a tweet or a post
The downsides of being cool and using the internet can be tricky. While you can build relationship and network on Twitter, be careful when not to use it for professional reasons. Also, it is practically impossible to give the guy/girl all the information about your news.
10. Try and be less graphical
The problem with sending images as invites or information is trying too hard to not getting yourself covered. If the journalist cannot copy paste, however beautiful your graphic was will be regardless.
11. Call to Action
Another way of having a brief email is to let the person know that is great to have a call for more details if the initial news interests them.
Also, you should now get a vibe of the various important elements of an email. To-the-point, interesting information, a word limit and invitations.
Mixing up various elements to make your own template that works for you in the long run should get you optimum PR without the support of a professional. Try and keep your calling to minimal and converse via emails. This will surely earn you brownie points.
Begin by making a list of the right publications with readers who will be interested in reading your story, reporters that write on topics related to your story, guessing email formats and then successfully writing your pitches.
P.S.: If you need help with crafting a pitch and reaching out to right type of journalists, check out our Coverage plan at Promotehour.