More than 90 percent of journalists say it’s the best way to pitch a story idea. That raises the question: What’s the best way to make your email pitches resonate?
Here are six pieces of advice:
1. Personalize your pitches.
Each email should be unique, crafted specifically for the journalist you are pitching.
As Michael Grothaus writes in Fast Company:
When you reach out to a journalist, you’re asking them to dedicate their time researching and writing about your company. So why wouldn’t you show them the same respect and get to know what they cover and the kind of stories they’re interested in?
Tailoring your emails is about respect, but it’s also about effectiveness. Generic, bulk pitches simply don’t work. Ninety-five percent of them go unanswered, so go above and beyond to grab attention.