Most public relations professionals pitch to 100 or lower journalists

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 08, 2021, 1:21 AM UTC

PR pros must offer high-quality images, video footage, exclusive interviews, and research data to add value to their media outreach efforts.

Media relations pros are finding it easier to secure earned media coverage, as more media pitching attempts were successful between June 2020 and May 2021, according to Agility PR Solutions. More VPs and C-level executives believe that media relations has gotten easier as compared to entry-level PR pros.

69% of PR practitioners pitch to 100 journalists or lower. However, 71% of entry-level PR pros have 100 names or fewer in their media list, compared to 51% of C-level pros. 75% of agency pros pitch to 100 or fewer media contacts.

Links (57%), attached files (22%) and embedded content (21%) are the ways PR pros attach information in their email pitches. 89% of PR pros follow up on their PR pitches.

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