Not another PR email! Most journalists are time poor and email rich, receiving hundreds of press releases and outreach messages a day from hopeful PR executives. And like so many industries, journalism is rooted in relationships and most journalists are far more likely to cover a story (or even respond to an email) if they have a rapport with the person who is pitching to them. To that end, I’m at a point where I rarely more than glance at a message if I know it is a stock wire send-out from someone I’ve never laid eyes on.
And while this may sound like boilerplate advice, it’s shocking how many people still get it wrong and how often. In essence, ask yourself, are you pitching the right topic to the right person at the right time.
Which writers actually reach your target audience?
It’s better to have a concise list of writers who you can communicate to personally and effectively than a mammoth catch-all database that gets no traction at all.
If you’re pitching to someone you’ve never met, do your homework and use what you’ve learned in your research to connect with them in a credible way. In that initial email, the personal touch can be as simple as a remark on their work and why it resonated with you. Add to that, find them on social media, follow them, read their content and share it.
Tone and style are also key.
Be concise and careful with your language. Avoid using too much jargon or marketing speak, most writers find that boring and off-putting.
There’s also such this as being too direct. I don’t want to receive something that feels like I’m churning out propaganda or doing the PR’s bidding, even if in a way I am. Some subject lines go out of their way to be clickbait-y but fall flat as soon as you scroll down and read the pitch.
Including photograph or other visuals with your press release is a must, particularly in the lifestyle arena. I always find it bizarre to get a pitch for a hotel or restaurant that doesn’t include a photograph or two.
Furthermore, the winning PR formula is complex and littered with unpredictable variables.
The writer you were convinced would cover your story might be on hiatus, or distracted by a long-term project. Now, more than ever, the average journalist, has innumerable pulls on their time. It might be a case they although they like the story and your pitch was spot on, they just don’t have the bandwidth.
And while, yes, everyone is busy, for freelance journalists time really is money. Freelancers get a set free for a story, regardless of the hours or the effort they put in. Equally, while staff writers may have the security of a constant pay cheque, they too are likely over worked, underpaid and constantly surging towards a deadline.
In that same vein, be politely persistent but only up to a point. Relentless follow up is a real turnoff. Everyone is fallible and misses a great pitch or two, so there is never any harm in following up at least once but much more than that is just doing you a disservice. Also, give journalists some space, don’t follow-up on a pitch for at least a few days (unless it genuinely is time sensitive). There is nothing more irritating than a 24-hour follow up on a tangential product launch pitch.
Play the long game.
Make helpful introductions to people in your network. The more you authentically connect with a writer, the more likely they are to make the effort back. Sure, results sometimes happen quickly, but assuming this will always be the case is a surefire path to disappointment. Even if your outreach doesn’t result in coverage, use it as an opportunity to establish and build relationships. And if you’ve had any response from the writers you’ve reached out to that means you’ve at least caught their attention. So use that to gain feedback and to hone your approach.
Be consistent and be valuable.
You are a resource that journalists can use to source information or commentary. If a writer calls or email you to get insights from one of your experts, or for intel on a project you represent, be quick to respond. Journalists remember who has clout and who doesn’t, who responds quickly and who doesn’t and who has an in-depth knowledge of their client and who doesn’t.
Creating meaningful connections with journalists is like building relationships with anyone, they take time. But if you have access to pertinent stories, have genuinely dug into your research, and write approaches that are both considered and concise, writers will pay attention.
Written by: Bridget Arsenault
A longtime journalist, she worked for Vanity Fair UK for over eight years, ending her time there as Associate Editor and London Correspondent for VanityFair.com. Bridget is the London Editor of Air Mail, a weekly publication founded and edited by Graydon Carter, the former editor-in-chief of Vanity Fair. Bridget is also a Lifestyle Editor at Forbes.com, and the UK and London Editor for Equestrian Living. Bridget continues to work freelance for a variety of international publications, including Vanity Fair, British Vogue, Travel+Leisure, House & Garden, Refinery29, and Departures.
