Most, if not all, PR professionals are often left wondering if their pitch was opened and what the targeted reporters thought of it. Well, now we have some insight into whether or not journalists are opening email pitches or filing them away.
Recently, a report by Propel analyzed 1 million pitches sent to journalists to better understand if email pitches result in media coverage. Not only did the report analyze if emails resulted in coverage, but when pitches were opened, if they got a response and when journalists are pitched.
Below are some of the most interesting findings from the report:
- 8% of PR pitches result in media coverage
- Of more than 726,000 emails sent, only 29% were opened and only 3% got a response
- Most pitches are sent between 9-11 a.m.
- About 82% of pitches are opened within the first four hours of it being sent
So, with this data in mind, here are a few best practices when developing and distributing pitches.
Ask for Feedback
If you receive a response from a reporter, understand the value in that, even if they don’t want to pursue the story you presented. If a reporter turns down your story idea inquire as to why. This will do two important things. First, it’ll provide you with information about what didn’t work about the pitch. Perhaps there wasn’t enough supporting data or it wasn’t timely enough. Second, it will demonstrate to the reporter that you are committed to sharing story ideas that are valuable to them and tailored to their beat and interests. Building relationships with influential reporters is a key component of successful media relations.
Get Creative
Of course, story ideas require unique angles, controversial perspectives and more to be of interest to a reporter, but you also need to get creative in your pitching strategies and presentation.
Try pitching a reporter at different times of the day or test out different types of formatting for your pitches. This will give you an opportunity to determine if a specific style, pitch length, time or element seems to be more effective in capturing reporters’ attention.
Additionally, ask your colleagues what has worked best for them. Among all individuals conducting media outreach, there should be a trove of information to help inform what will be most effective.
Don’t Underestimate the Power of a Subject Line
If less than 30% of emails are opened, then there is no doubt that the subject line is crucial. Subject lines should be clear, concise and compelling. An effective subject line will likely be the difference between an opened vs. an unopened email, so give it just as much thought as the pitch itself.
Monitor Coverage
If there are a few select reporters that are highly relevant to a particular client, monitor their work closely. It will not only help you understand the topics that interest them and the style of their writing, but you may also find opportunities to send the journalist a one-off idea, source or stat relevant to their most recent piece. Not all outreach should be in the form of a formal campaign.
Media relations is a key foundation to public relations strategies. In order to be effective in capturing media’s attention and building relationships, it is critical to present ideas and resources that are valuable to each reporter.