A very small number of PR pitches lead to actual press coverage

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 10, 2021, 6:19 PM GMT+0

In most cases, pitches are left unread in the inbox.

While it may have become easier over the years for PR professionals to get in touch with journalists, getting them to read emails is a challenge. According to a study by Propel that analysed over a million pitches sent to journalists, only 8% of all pitches led to coverage. Similarly, journalists opened only 29% of 726,000 emails and responded to a mere 3% of the emails.

Along with building media lists and nurturing relationships with reporters, focus must be on pitching high-quality ideas to journalists. Though most pitches reach journalists’ inboxes between 9 and 11 AM, identify when specific journalists prefer receiving pitches.

82% of opens occur within the first four hours of the pitch being emailed. Beyond this four-hour window, it is unlikely that the emailer will hear back. Thereafter, PR professionals must either move on or patiently follow up with the journalist.

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