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by The Notified Team on Aug 28, 2024 6:00:00 AM
Pitching stories is a core aspect of public relations - but it’s not as simple as it might seem.
If your pitches aren’t getting the traction you hoped for, it might be time to take a closer look at what could be going wrong.
Drawing from a recent webinar by PR expert Michelle Garrett, this blog will guide you through journalists’ pet peeves and share tips on how to avoid them.
Let’s dive in!
Media Relations Pet Peeves
1. Misspelled Names
Misspelling a reporter’s name is particularly frustrating and can be very annoying. It can also come off as careless and disrespectful.
How To Avoid
Always double-check the spelling of a journalist’s name before sending your pitch. Review their social media profiles to confirm the correct spelling. Take a moment to carefully review your email to ensure all details are accurate.
2. Delayed Follow-Ups
This means forgetting to follow up on questions on time.
When you pitch journalists, they may ask follow-up questions and expect prompt responses due to their busy schedules. Timely replies demonstrate professionalism and respect for their time. Delays can hinder their ability to cover your story effectively.
How To Avoid
Even if you’ve reached out to multiple journalists, make sure to monitor your inbox regularly so you can respond quickly to any inquiries. Prompt replies help maintain a good relationship and ensure your story stays on track. Set reminders to follow up on any questions or requests from journalists. For instance, if a journalist asks for additional information, aim to respond within 24 hours.
3. Lack of High-Resolution Visual Assets
Journalists follow strict guidelines and can’t publish just anything. The content they feature must be noteworthy and fit editorial standards.
High-quality images, videos and more are essential for journalists to produce engaging and credible stories.
How To Avoid
Always provide high-resolution multimedia in your initial pitch. And if you want to increase your chances of coverage, ensure that it isn’t too salesy or full of branding and logos.
Also, be sure to provide links to download multimedia assets – any attachments could send your pitch to the Spam folder.
4. Using Multiple Contact Methods
Bombarding journalists with multiple forms of communication can be overwhelming and frustrating.
Many journalists have specific preferences for receiving pitches. Some may prefer email as their primary method of communication, while others may not appreciate receiving the same pitch through multiple channels - such as phone calls or social media messages.
How To Avoid
Often, journalists will list their preferred pitching methods on their social media profiles, so it's important to do your research. If they specify email, use that method exclusively. Choose one communication channel and stick with it. For instance, if you start with an email pitch, wait for a response before considering follow-up through another channel. This shows respect for their time and preferences.
5. Ignoring Media Outlet/Journalist Coverage Areas
Sending pitches that don’t match a media outlet’s focus or the reporter’s coverage area wastes both your time and theirs.
How To Avoid
Research the media outlet’s coverage area and ensure your pitch aligns with their focus. For example, if you’re pitching a local event, make sure it’s relevant to journalists who cover that specific geographic area.
Pro Tip: If you don’t have the time to research journalists’ beats manually, consider using a media database.
6. Irrelevant Pitches
Sending pitches on topics that journalists don’t cover is a big red flag - it shows you haven’t put in the effort to research what they’re interested in and can come across as lazy. If your pitch doesn’t align with their focus, it’s likely to be ignored.
“Don't pitch ANY reporter about a topic they've never covered, ”advises Garrett.
How To Avoid
To make a strong impression, check the media outlet's site, review the journalist’s social media profiles and read their work. Make sure to put in effort to find the best fit for your pitch. This not only demonstrates that you value their work but also increases the chances that your pitch will catch their eye.
7. Misleading Subject Lines
A distracted or misleading subject line can seem unreliable and may cause your email to be ignored or blocked. Journalists are busy and need clear, specific information right away.
If your subject line doesn’t clearly show what your email is about, it might be dismissed as spam or simply overlooked.
Always be straightforward and precise in your subject line to ensure your email gets noticed and opened.
How To Avoid
Be specific and clear about the content of your pitch. For example, instead of "Quick question" use something such as: "Exclusive Insight on New Cybersecurity Trends for Your Upcoming Feature."
Watch the Webinar To Learn More PR Best Practices
For more insights on crafting pitches journalists appreciate – as well as additional press release writing tips - watch the full webinar on demand!
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