Nine Tips to Get the Media to Read Your E-mail

Unfortunately, reporters ignore most of those messages. Here are some techniques for getting their attention.

Pitch the right person.

Even with so much contact information online, reporters still say PR people target the wrong people. There’s no excuse for that. Check the beat lists, which are often online. Or do a database search on the publication or reporter.

Focus on one idea.

Less is more in a pitch. Your goal is not to give the reporter all the information needed to do the story. Your goal is to interest the person into pursuing an article. The reporter may ask you for information or invite you to contribute an article on the topic. You can always present additional facts and angles later.

Pitch people more than products.

Show the product or service in actionhelping businesses be more productive, doctors save lives, and teachers educate the next generation. These types of human interest stories are much more compelling than a listing of features and benefits.

Another angle is to craft a story around the product’s development. What were the challenges? Who was involved? Who came up with the idea? Give reporters a plot and you’ll increase the chances they’ll “bite” on your story idea.

Make your e-mail subject line work for you.

To avoid the dreaded “delete” key, include important keywords in your subject line.

Even better, refer to the reporter’s past articles or coverage. A simple “about your story on…” can dramatically increase the chances your e-mail will be read.

Begin with WIIFM.

When you come down to it, everyone wants to know one thing: “What’s in it for me?” Answer that question in the first paragraph of the pitch. Provide the facts—the who, what, when, where, why and how—right away.

Go heavy on data.

Reporters love statistics. Give them timely information from reputable sources. That will help establish you as an information source. You can bullet the facts in your e-mail.

Avoid attachments.

They will probably get stripped out anyway. Instead provide links for the reporters to get the information off your website.

Write well.

Proofread the e-mail carefully. Use correct grammar, spelling and punctuation.

Have a good online news room.

Increasingly reporters rely on online news rooms for their research. Make sure yours is complete, easy to search and accessible. Include high-quality, downloadable visuals.

In short, make it easy for the reporter to cover your story. Do as much of the research and creative thinking as possible. That’s the easiest, most effective way to get media attention.

Some ideas for this article were taken from Bulldog Reporter’s Journalists Speak out on PR, August 15, 2007, “Personalize or Perish: Targeted E-mails, Zinger Headlines, Bulleted Stats Make Pitches Sing” and August 22, 2007, “Pitch Blogs, Use RSS: Business 2.0 General Business Editor and Blogger Fortt Talks Tips.”

©2007, Communications Plus

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—Kay Paumier, Communications Plus