Some prefer to communicate with the media via email, while others find it easier to reach out through WhatsApp or simply give journalists a call. There’s been long-standing debate across generations in the PR world about which approach works best.
Having spent some time in this industry, I’ve picked up a few tricks. It’s easy to get caught up in trying to include every detail of the client’s message. But as PR professionals, our main goal is to grab the attention of busy journalists and spark their interest in our client’s news.
Journalists don’t have time to read everything—a publication can easily receive over 1,000 emails a day. The challenge is to make yours stand out.
Your email should be as short as possible to make sure you get your message across – it’s an email, not a novel! Grab the journalist’s attention to ensure they pick up the phone to call you for further information.
Determine what the ‘perfect pitch’ is. What is the one thing you want the media to think after reading your email? Make sure you always include a few background materials related to your pitch.
Infographics, designs, and images can be incredibly effective. Anything that catches the eye!
Personalizing emails to journalists you’ve built relationships with is easier than it sounds, but it’s often overlooked. Make the effort—it pays off.
Your subject line should be short and impactful. Media outlets are flooded with articles every day, so a well-crafted subject line helps them quickly decide whether to open your email or not.