Journalists prefer brief email pitches

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2021, 2:55 AM UTC

Include supporting materials like data, references, visuals in the pitch email to help journalists cover a story.

Journalists now prefer to receive all relevant information in one pitch email, rather than receiving multiple pitches for the same story, according to Muck Rack. PR pros must be mindful of this. Condensing information in a single email, saves the reporter’s time and simplifies the process for them.

Further, writing shorter pitches with links to resources is recommended, as many reporters may not have time to read lengthy pitches. Testing out different pitch lengths, time/day sent, formats and more can help PR professionals conclude what works best for each journalist.

Ensure the pitches are timely and relevant to the journalist’s work. PR professionals must wait at least a week before sending follow-up emails, as most journalists prefer follow-ups email one week after the initial message.

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