Think like a journalist – Cut through the noise, don’t add to it
When it comes to public relations, it’s tempting to think the more you shout, the more you’ll be heard.
But let’s face it: journalists are drowning in a sea of pitches, press releases, and emails. Want to stand out? Don’t add to the noise – cut through it. Here’s how to ensure your emails don’t end up in the dreaded ‘trash’ folder.
Subject line is everything
Imagine your email is one of hundreds sitting in a journalist’s inbox. The subject line is your golden ticket. It should be clear, concise, and relevant to their beat.
Better yet, make it irresistible. For example: “Local startup reduces carbon emissions by 40%” is much better than “Press Release: Innovative solution to climate change.”
Get to the point
Time is a precious commodity, especially for journalists. While it’s polite to say “Hope you’re well,” skip the life updates unless you’ve built a rapport.
Dive straight into the story: what it is, why it matters, and why their readers will care. If your key message is buried under three paragraphs of waffle, don’t be surprised if it’s overlooked.
Make it relevant
Journalists can smell a generic press release from a mile away. A little effort goes a long way – tweak your pitch to suit the publication.
If you’re pitching to a local outlet, highlight the local angle. If you’re targeting a trade magazine, focus on the industry-specific implications. No need to write an entirely new release for every outlet, but small tweaks can make a big difference.
Pictures, please!
Ever notice how every online article comes with a hero image? Don’t make the journalist scramble to find one. Provide a high-quality, relevant photo with your release.
This ensures your story looks polished and reduces the risk of an unrelated (or, worse, unflattering) stock image being used. Bonus points if your image includes your brand or product in action.
Think like a reader
Before hitting ‘send,’ ask yourself: “Would I read this story?” Better yet, would it catch your attention in a busy news feed? If the answer is no, go back to the drawing board.
Frame your pitch as a compelling story, not a dry announcement. Journalists are storytellers; give them something worth telling.
Timing is key
Journalists have deadlines—and they’re not waiting around for your email. Do some homework on when they’re most likely to read pitches.
Early mornings or just after lunch often work best. Avoid sending on Friday afternoons or just before major holidays unless it’s truly time-sensitive.
Keep It Clean (and Clickable)
Make sure your email is easy to read and visually clean. Use short paragraphs, bullet points, and plenty of white space.
Include clickable links to additional resources, like a press kit or your website. Attachments? Use sparingly. Nobody wants to download a massive file that slows down their inbox.
Follow Up, But Don’t Pester
A gentle follow-up can be effective, but don’t overdo it. Wait a few days, and if you haven’t heard back, send a polite nudge.
Something like: “Hi Bob, just wanted to check if you saw my email about [subject]. Let me know if you’d like more details!” Don’t call repeatedly or bombard them with emails. Persistence is good; pestering is not.
Be a Reliable Source
If a journalist knows they can count on you for accurate information and quick responses, they’ll keep coming back.
Double-check your facts before sending a release, and always be available to answer follow-up questions promptly. Building a reputation as a trustworthy PR pro pays dividends in the long run.
When in doubt, leave it to the experts
In reality, crafting a pitch which cuts through the noise isn’t easy. It takes time, research and a knack for storytelling. If you’re juggling a million other things, why not leave it to the experts?
At Lee Peck Media, we know how to get your story noticed. From crafting irresistible subject lines to tailoring your message for maximum impact, we can help your brand rise above the noise.
Get in touch today to find out how we can tell your story the way it deserves to be told.