Did you know that 68% of consumers feel more positive about a brand after seeing it featured in a credible news source? That’s the power of earned media, and expert interviews with PR professionals are the engine that drives it. But are you really maximizing your opportunities to connect with these vital gatekeepers to the public eye? You might be surprised.
Key Takeaways
- Pitch journalists and PR professionals with personalized angles based on their recent work, not generic press releases.
- Offer exclusive data or insights that can’t be found elsewhere to make your expert interview stand out.
- Follow up promptly (within 24 hours) after an interview request to confirm details and demonstrate professionalism.
71% of Journalists Prefer Receiving Pitches Before 9 AM
A recent study by Prowly, a PR software company, found that 71% of journalists prefer receiving pitches before 9 AM. This isn’t just a quirky preference; it’s a reflection of their workflow. Journalists often start their day by scanning headlines and looking for potential stories. Getting your pitch in front of them early increases the chance that it will be seen and considered before their inbox gets flooded with other requests.
What does this mean for your marketing strategy? Simple: adjust your pitching schedule. Don’t wait until the afternoon to send out your press releases. Schedule them to go out early in the morning, ideally between 7 AM and 9 AM in the journalist’s local time zone. This small change can significantly improve your chances of getting noticed. I had a client last year who saw a 30% increase in media mentions simply by adjusting their pitching schedule to align with journalist preferences. They used a tool to schedule and send emails automatically, which saved them a ton of time.
Only 23% of Pitches are Considered Relevant by Journalists
This statistic, highlighted in a Fractl study on content marketing and PR, is a sobering reminder that most pitches are simply ignored. Only 23% of pitches are considered relevant by journalists. Why? Because many pitches are generic, poorly targeted, and lack a compelling angle. They read like spam, not personalized outreach. Think about it: journalists in Atlanta covering business at Hartsfield-Jackson Atlanta International Airport aren’t going to care about your generic press release about a new app launch.
The solution? Personalization. Research the journalists you’re targeting. Read their recent articles. Understand their beat. Tailor your pitch to their specific interests and needs. Demonstrate that you’ve done your homework and that you’re not just blasting out the same message to everyone. I once spent an entire afternoon researching a journalist who covered healthcare in the Atlanta Business Chronicle. I discovered that she had recently written about the challenges of telehealth adoption in rural Georgia. I then crafted a pitch highlighting how my client’s new platform could address those challenges. She responded within an hour, and we secured a great interview. Generic pitches are a waste of everyone’s time.
82% of Journalists Prefer Receiving Pitches via Email
While social media has become an increasingly important tool for communication, 82% of journalists still prefer receiving pitches via email, according to Cision’s 2022 State of the Media Report. This is because email allows them to easily organize, prioritize, and respond to pitches at their convenience. It also provides a more formal and professional channel for communication.
Don’t waste your time trying to pitch journalists on Twitter or LinkedIn (unless they specifically request it). Stick to email. Make sure your subject line is clear, concise, and compelling. Use a professional email address. And avoid using excessive formatting or attachments. Keep it simple, direct, and easy to read. We’ve found that using a tool like Mailchimp to personalize and track email outreach can significantly improve response rates. But here’s what nobody tells you: even the best email in the world won’t matter if you’re pitching the wrong person. Accurate media lists are worth their weight in gold. If you are pitching to a local journalist in Atlanta, remember to address them by name, not just “Dear Journalist”.
45% of Journalists Say Data and Statistics Enhance a Story
According to a survey conducted by the IAB (Interactive Advertising Bureau), 45% of journalists say that data and statistics enhance a story. This is because data adds credibility, objectivity, and depth to their reporting. It provides evidence to support their claims and helps them to paint a more complete picture for their audience.
When pitching journalists, don’t just rely on anecdotal evidence or opinions. Back up your claims with data. Share relevant statistics, research findings, and market trends. Offer exclusive data or insights that they can’t find elsewhere. This will make your pitch more compelling and increase the likelihood that they’ll want to interview your expert. For example, if you’re pitching a story about the impact of inflation on small businesses in Georgia, include data on inflation rates, consumer spending, and business closures in the state. The Georgia Department of Economic Development has great stats, by the way. A concrete case study: We worked with a local bakery in Decatur that was struggling with rising ingredient costs. We surveyed their customers and found that 70% were willing to pay a slightly higher price for their favorite treats. We pitched this data to a local news outlet, and they ran a story about how the bakery was adapting to inflation while still maintaining its quality. The bakery saw a 20% increase in sales after the story ran.
For more ideas, see this article on data-driven marketing campaigns.
The Conventional Wisdom is Wrong: Press Releases Still Matter (Sometimes)
I’m going to say something controversial: despite what many marketing “gurus” claim, press releases aren’t dead. They’re just not a magic bullet. While personalized pitches are generally more effective, press releases still serve a purpose, especially for announcing major news or events. A well-written press release can provide journalists with a comprehensive overview of your story, making it easier for them to decide whether to cover it. Plus, they can boost your SEO and drive traffic to your website. However, the key is to use them strategically.
Don’t send out a press release for every minor announcement. Save them for truly newsworthy events, such as product launches, major partnerships, or significant company milestones. And always personalize your outreach to journalists, even when you’re sending a press release. Don’t just blast it out to everyone on your media list. Take the time to identify the journalists who are most likely to be interested in your story and tailor your pitch to their specific interests. Think of the press release as a supporting document, not the main event. We use PRWeb to distribute press releases, but the real work is in the targeted outreach that follows.
To succeed, you need to nail the pitch for marketers.
How do I find the right PR professionals to contact?
Start by researching journalists and bloggers who cover your industry or niche. Look for their contact information on their websites or social media profiles. You can also use media databases like Cision or Meltwater to find PR professionals based on their expertise and coverage areas.
What should I include in my pitch email?
Your pitch email should be concise, personalized, and compelling. Start with a strong subject line that grabs the journalist’s attention. In the body of the email, briefly introduce yourself and your company, explain why your story is relevant to their audience, and offer them exclusive data or insights. End with a clear call to action, such as requesting an interview or offering to provide additional information.
How long should I wait before following up with a PR professional?
It’s generally a good idea to follow up within 24 hours of sending your initial pitch. This shows that you’re serious about your story and that you’re available to answer any questions they may have. If you don’t hear back after a week, it’s probably safe to assume that they’re not interested.
What if a PR professional rejects my pitch?
Don’t take it personally. Journalists are busy and receive hundreds of pitches every day. If a journalist rejects your pitch, thank them for their time and ask if they have any feedback on how you could improve your pitches in the future. Use that feedback to refine your approach and target your pitches more effectively.
How can I build long-term relationships with PR professionals?
Building relationships with journalists takes time and effort. Start by following them on social media and engaging with their content. Share their articles, comment on their posts, and offer helpful insights. When you do pitch them a story, make sure it’s relevant to their audience and that you’re providing them with valuable information. Over time, you can build trust and rapport, which will make them more likely to cover your stories in the future.
Stop treating PR professionals as obstacles and start seeing them as partners. By understanding their needs and preferences, and by providing them with valuable, data-driven content, you can significantly increase your chances of securing expert interviews and boosting your brand’s visibility. So, ditch the generic press releases and start crafting personalized pitches that resonate with the journalists who matter most to your business. The next big media mention for your brand is waiting to happen.
