Three Questions to Ask Yourself Before Sending an Email Pitch

By Rachael Chappa

Crafting a media pitch can often be equated to creating a work of art. Conveying details of a news story, maintaining brand awareness and trying to convince a reporter that your client’s story is relevant to their readers in just a few short paragraphs takes time and devotion. However, in the end, putting those puzzle pieces together to form that perfect pitch is more than worth it when your client receives ideal placement.

Is there a key to getting the press to pay attention to the email pitch that you painstakingly spent so much time and effort putting together?

Here are three questions to ask yourself before hitting the send button:

1. Is this news timely?

Providing a pitch on a topic that a reporter is currently interested in, or about to begin work on, is ideal. If possible, follow the journalist on social media. Take notes regarding the topics they tweet about to get a sense of what they are currently working on. Familiarize yourself with editorial calendars for long lead publications. You wouldn’t want to pitch a food magazine a Thanksgiving story in October when they are likely cooking up stories about turkeys in June. For online sites or dailies, take note of current events, holidays and world news. Formulate pitches based on these happenings.

2. Is this story relevant to the publication’s target audience?

Do the necessary leg work. Watch the show you are pitching, listen to the radio broadcast and read past articles. Take note of the demographic they are writing for, look at the types of ads, writing style and pieces being published. Sending a reporter an idea that isn’t applicable to their readers can create a precedent for them to avoid your pitches in the future.

3. Does my subject line do my pitch justice?

Subject lines are almost as important as the pitch contained within. Reporters receive hundreds of emails per day. Having a catchy, but relevant subject line can be the impetus to open your note and find out more. This is especially true if you don’t already have a relationship with the journalist you are reaching out to. Subject lines don’t have to be long, but they should give the recipient a sense of why you are reaching out to them and more importantly, why they should care.

Maximize your pitching power and get the attention your client’s news deserves. Get in. Get Going.


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