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In a recent Muck Rack journalists survey, about a fourth of respondents attributed their immediate rejection of pitches to bad timing. On average, that means one-quarter of your Media Pitches are dismissed immediately. Confusing subject lines also dramatically increase out-of-hand rejections by journalists. Imagine if you could get the timing and subject lines perfect every time. There is a way.
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Knowing the impossible
You have one shot with a media pitch sent via email. No matter how much in tune you are with an individual journalist unless they tell you what they are focused on, it's impossible to get your media pitch timing precisely correct. However, there is an opportunity to deliver the exact story a journalist wants to cover exactly when they need it. If the timing of your media pitch aligns differently with the individual journalist's need at that moment, or your subject line needs to be clarified or understood, you've missed your opportunity.
70% of journalists say they start their story ideas through online searches. They start with a specific search enquiry and then drill down to see what online content fits their needs. This is where your online newsroom should be doing the work to create more media connections.
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Keyword research
Journalists are seeking readers and viewership for their stories. They are using the same tools your Marketing team use to find where to focus their attention. They use Keyword Research and trending tools to find where to focus their attention. They know that if their storylines and themes fit with their readers' research online, they have a greater chance of increasing readership. The same principles apply to your online newsroom. Keywords/phrases and trending topics research allow you to create subject lines that fit with what journalists are researching online.
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Expanding the reach of your journalist network and database
It's common knowledge that the majority of journalists now cover multiple beats. Many journalists have at least four beats. Journalists can't be complete experts and stay abreast of everything happening for each beat, which is why they have become so dependent on online searches.
Suppose you have an online newsroom solution that allows you to optimise individual media pitches for organic search discovery. In that case, you have a greater chance of connecting with your existing media database and extending your reach to an entirely new audience of journalists and media representatives. The best online newsrooms will even have features that incentivise journalists to add and update their contact information and opt-in to receive instant notification on breaking and new stories.
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Perfect pitch timing every time
You may be looking at your media pitches from the wrong direction. Rather than limit who receives your pitch to those on your media database, you think bigger and expand your focus to those in both traditional and new media, looking for the exact type of story you want to be covered. Search engines like Google have played a significant role in connecting us with the world and vice versa. Those same principles apply to how 70% of journalists discover story ideas, a fact that PR professionals can no longer afford to ignore. If you want to perfectly time your pitch to journalists, meet them where they are; online, looking for stories. Let journalists come to you.
