Getting into the press can catapult your business to new heights, but with inboxes overflowing and journalists stretched thin, making your pitch shine can be a challenge. The good news? It’s not impossible. By following a few golden rules, you can cut through the noise and increase your chances of landing that coveted coverage.
Here are three things to remember when pitching to the press:
Go with a Stand-Out Headline: Avoid Getting Lost in the Inbox Weeds
Journalists receive hundreds of emails daily, so your subject line needs to work hard for you and your success. Think of it as the first impression your pitch makes which means, if it’s boring or vague, it’ll likely be ignored. Your headline should be concise, compelling, and hint at why your story matters now.
Instead of:
“New Product Launch from XYZ Company”
Try:
“How This Eco-Friendly Gadget is Transforming Busy Mornings for Parents”
Make sure your headline offers a hook that makes the journalist curious to learn more, and whether it’s a unique angle, surprising stat, or trending topic, your headline should promise a story worth reading.
Get Their Name Right: Show You’ve Done Your Homework
Nothing kills your chances faster than addressing a journalist by the wrong name or using a generic greeting like “Dear Editor.” Personalisation shows respect for their work and proves that you’ve taken the time to understand who they are and what they cover.
Before hitting send, double-check:
- The spelling of their name (and don’t forget to check for preferred pronouns).
- The publication they’re currently writing for.
- Recent articles they’ve written to ensure your pitch is relevant to their beat.
This extra effort can make the difference between your email being deleted or read.
No Attachments: Keep It Clean and Clickable
Attaching large files like images, videos, or press releases to your initial email can be a major turn-off. Not only do attachments clog inboxes, but they can also look suspicious, triggering spam filters. Instead, keep your email clean and concise, and include hyperlinks to resources hosted on your website or a cloud service.
For example: “We’ve included a link to our full press kit [here], where you’ll find high-resolution images, detailed product specs, and recent press releases.”
This approach not only keeps your email streamlined but also makes it easy for the journalist to access more information if they’re interested, without feeling overwhelmed.
Pitching to the press isn’t just about having a great story; it’s about how you present that story. By crafting a killer headline, getting the details right, and keeping your email lean and linkable, you’re already ahead of the game. Remember, it’s not just about getting noticed—it’s about being remembered for all the right reasons.
So, next time you’re about to hit ‘send,’ take a moment to review these tips.
Ready to get into the press and share your story?
Let’s talk about how we can make it happen!
Natalie
Natalie Trice Publicity
Get into the press, get famous
