3 tactics for using ‘cold email’ to land media coverage

Spraying out a generic pitch to dozens of journalists will garner you little attention—except maybe exile to the ‘blocked sender’ dungeon. Try these approaches instead.

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Cold email pitching

Earned media coverage is the lifeblood of modern businesses, but pursuing it often requires using “cold email.”

We know that 92% of consumers say they trust earned media coverage over purely promotional content, but what’s less clear is how to lock it down so your company thrives.

Most influencers and journalists still prefer email pitches and outreach over messages through other channels, but when a pitch arrives in an inbox from left field, it often gets ignored.

Here are three great ways to use cold email as part of your PR campaigns.

1. Connect with journalists.

Journalists and other influencers are inundated with requests.

So, rather than use cold email to pitch your product or service right off the bat, do what Kendall Baker suggests in an article for The Hustle:

Establish a relationship.

For example:

– Give them a compliment on their most recent piece of work.

– Congratulate them on a recent achievement.

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