Kate Engler’s Post

Journalists receive countless pitches every day, so how do you ensure yours stands out? One key is to offer something of value—whether it’s exclusive information, expert quotes, or a fresh take on a trending topic. Your pitch needs to offer more than just a story; it needs to offer something that adds value to the journalist’s work and their audience. This approach makes your pitch not just another email, but an opportunity they can’t ignore. Looking to stand out? Read the full blog for tips on making your pitches irresistible:

Ever wondered what makes a journalist stop at your pitch and say, "This is interesting!"? In an industry where some journalists receive over 500 pitches a day, it’s crucial to understand what defines a newsworthy story: 1. Timeliness: Is your story relevant to a current event or trend? 2. Impact: Does it affect a large audience or have significant consequences? 3. Novelty: Is it unique, innovative, or unexpected? 4. Human Interest: Does it connect with people on a personal level? The more elements your story possesses, the more newsworthy it becomes. Start analyzing your business today to identify stories that could capture the media’s attention. Want to know more? Dive deeper into what makes a story newsworthy in the full blog here: https://lnkd.in/gxYrns3U

97% of all pitches to journalists go unanswered, according to Propel PRM's analysis of 500,000 pitches. That's depressing...so how do you get into the top 3% of pitches journalists respond to? While there's no magic formula, a few things can make a big difference. 1. Keep your subject line short. 2. Keep the pitch short. 3. Keep your pitch targeted to each journalist, not a generic blast email. 4. Write your pitch based on what the journalist needs. Look at their previous articles and see the type of content they share with their audience. Pitch them what their audience would want to read. https://lnkd.in/gCrnyh7A #mediarelations #reputationmanagement #publicrelations

5 red flags when pitching media 🚩 Here are five “no-nos” for those who want to keep their #media relations on the rise. ▪️ “Spamming” with irrelevant pitches. Year after year, most #journalists say that only a quarter (or less) of all emails they receive are relevant to them. So, if you don’t want to get blocked, do your homework and tailor your pitch to each media contact before you hit “send.” ▪️ Treating journalists as if they were your sales rep. Your clients and media readers are different audiences. The media aims to provide people with real news about what’s going on the market, and they are looking for data and information they can craft into newsworthy stories, not for a #marketing brochure. ▪️ Telling journalists how to do their job. Unless something is factually wrong in the article, nothing changes. Don’t even think to ask a journalist to edit phrasing or the title. ▪️ Using buzzwords. The pitch must be informative, so choose your verbiage wisely. Words like “leading,” “unprecedented,” “exciting,” “unique,” “cutting-edge,” “revolutionary,” “game-changer,” and/or “ground-breaking” don’t add value. ▪️ Following up repeatedly. Many journalists need two to three days to comprehend the material you sent them. Some of them don’t want to receive follow ups at all.

Sending an article instead of a media release? You might be missing out on valuable coverage. In publicity, a media release is designed to grab attention, like the irresistible smell of a sausage sizzle, not the fully cooked meal. 🍽️ Journalists want the pitch, not the final product. At our MasterClass, journalists always emphasize the importance of emailing your media release first. It’s all about building the right connection. Curious about crafting the perfect pitch? Read the full blog here!

Imagine owning a business where 75% of customer requests were for something you didn’t even stock. Frustrating, right? That’s exactly how journalists feel when irrelevant pitches flood their inboxes. PR NewsWire’s research found that 68% of media approaches are unsuitable for the audience they serve. Journalists are in constant competition for eyeballs and eardrums, and they need relevant stories to keep their audience engaged. Want to make sure your pitch doesn’t end up in the trash? Do your homework. Know the outlet, understand their audience, and align your message with what matters to them. The best pitches are the ones that resonate! Curious to know more? Check out the full blog for tips on how to get journalists hooked:

💡 TOP TIP THURSDAY 💡 When you think about creating a pitch, you probably focus on crafting a message that gets attention, is informative and supplies media contacts with all the information they need to convince them to get more interested. Every word counts and converting interest into media coverage is always the goal. But with so much effort and attention directed at the pitch itself, it can be easy to overlook a key bit of text when it’s time to send it out—the subject line. Crafting an attention-grabbing subject line is crucial when pitching to journalists. It acts as the gateway to your story and can make or break your pitch. With inboxes flooded daily, a subject line that is clear, concise and directly communicates the value of the story stands out. A strong subject line also builds curiosity without sounding like clickbait. Journalists prioritise pitches that are both relevant and timely, so highlighting a current trend or providing a unique perspective can increase the chances of getting a response. Keep it under 10 words, focus on the newsworthy aspect and make sure it resonates with their audience. Good luck 🍀

When it comes to media pitching, research is everything. Before you craft your pitch, take the time to understand the journalist's recent work and interests. Have they covered topics similar to what you're pitching? Are they active or on a break? By thoroughly researching, you tailor your pitch to resonate with the journalist, significantly boosting your chances of success. It’s not just about sending out pitches; it’s about sending out the right pitches. Want to elevate your pitching game? Read the full blog for more insights on how to get your story noticed:

Should you ask a journalist for a link? 🔗 My answer is: Yes In the world of Digital PR, building relationships with journalists is crucial. The worst thing they can say is no. Here’s my formula for making the ask: 1. Say Thank You: Kindness goes a long way. Acknowledge the fact they covered your story with a simple thank you. It’s a small gesture that makes a big difference. 2. Timing is Everything: Ask for the link within the first 24 hours. Journalists are busy and quickly move on to the next story. Catch them while your story is still fresh in their mind. 🧠 3. Make it Easy: Provide them with all the necessary information. If your Digital PR release includes data and you’ve created an on-site asset, share that link. Mention that it could be of interest to readers who want more details about the study. 4. Be Detached: Structure your email in a way that doesn’t come off as desperate. My go-to phrase is: “Hope this is something you can do, if not, no worries at all. Have a great week/weekend.” Happy pitching! #DigitalPR #DigitalPRtips

When pitching to the media, building trust with journalists is key, and there are a few subtle mistakes that can erode that trust quickly. One common misstep is being overly controlling. Once you’ve shared your story, trying to manage how the journalist covers it—whether it’s pushing for changes in their write-up or suggesting headline edits—can damage the relationship. Another mistake is following up too aggressively. While it’s okay to check in once or twice, bombarding them with emails asking for updates or publication dates only creates friction. They work on their own schedules, and trust that if your story is compelling, it will get the coverage it deserves. Lastly, make sure you’re genuinely providing value in your pitch. Offering an exclusive or insights into industry trends adds value to the journalist’s work. If it feels like a one-sided transaction—where you’re just looking for publicity—journalists will be less inclined to engage with you.