How do you pitch a press release to a busy editor?

1 Know your target

Before you send your press release to anyone, you need to do some research on your target media outlets and journalists. Find out what topics they cover, what tone they use, and what kind of stories they are looking for. You can also follow them on social media, read their previous articles, and check their submission guidelines. This will help you tailor your press release to their interests and expectations, and show that you respect their work.

2 Write a catchy subject line

The subject line of your email is the first thing that an editor will see, and it can make or break your pitch. You need to write a catchy subject line that summarizes the main point of your press release, and sparks the curiosity of the reader. Avoid using generic or vague phrases, such as "press release" or "new product launch". Instead, use specific and relevant keywords, numbers, or questions, such as "How X can help Y solve Z problem" or "X announces Y% growth in Q1".

3 Keep it short and simple

Editors don't have time to read long and complex emails, so you need to keep your pitch short and simple. Ideally, your email should be no longer than three paragraphs, and each paragraph should have a clear purpose. The first paragraph should introduce yourself and explain why you are contacting them. The second paragraph should highlight the key points of your press release, and why they are relevant to their audience. The third paragraph should include a call to action, such as asking them to reply, click on a link, or download an attachment.

4 Attach your press release

Your email pitch is not a substitute for your press release, but a teaser that invites the editor to read more. Therefore, you need to attach your press release as a separate document, preferably in a PDF format. Your press release should follow the standard format, with a headline, a dateline, a lead paragraph, a body, a quote, and a boilerplate. It should also include your contact information, and any multimedia elements, such as images, videos, or infographics.

5 Follow up politely

Once you have sent your pitch, you need to wait for a response from the editor. Don't expect an immediate reply, as they may be busy or have other priorities. However, if you don't hear back from them within a week, you can follow up politely with a short and friendly email. Remind them of your press release, and ask them if they have any questions or feedback. Don't be pushy or rude, as this can damage your reputation and relationship with the media.

6 Build a relationship

Pitching a press release is not a one-time event, but a part of building a long-term relationship with the media. You need to show that you are a reliable and credible source of information, and that you value their work. You can do this by sending them relevant and timely press releases, responding to their queries, thanking them for their coverage, and sharing their articles on your social media. By doing this, you can establish yourself as an authority in your field, and increase your chances of getting more exposure and publicity.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?