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How to successfully email pitch to Journalists

How to successfully email pitch to journalists

Pitching to the Media

So, you’ve started your digital PR journey and you’re well on your way to building up your backlink profile. The ideas are there, the content is ready, and you’ve got a huge list of names of potentially interested parties… the next step is actually getting it out to the press. 

If you think about how many emails journalists will receive each day, it’s worth taking a moment to learn how to make sure that you’re moving from their inbox to article. Here are the top tips from upriseUP on how to successfully email pitch to journalists.

Don’t forget to share this post on Twitter, Facebook and LinkedIn if you enjoy our top tips!


Do your research 

The first aspect of getting your story, product, or service noticed is making sure that the right people are finding it.  

Build up a targeted list of the influencers and journalists in your industry and make sure that you aren’t spamming people with press releases that are completely irrelevant to their publication. 

You might initially think it’s beneficial to get what you’ve worked on out to hundreds of different people – but more often that not, effective pitches are more personalised and targeted. 


Remember the little details 

When you’re writing an email make sure that you’re paying attention to the details and to the people that you’re in communication with. 

Nothing will put someone off more quickly than being given the wrong name or getting the publication they write for, wrong! 


Keep it simple… 

Journalists are busy people and their inbox is always going to be heaving with press releases, pitches, and interesting opportunities. They don’t have time to read everything, so make sure that you get the fundamental points across with a skim of the email. 

Make sure that you quickly get to the point of your story, why it would work for their publication and audience, and any relevant details attached. 

If they’re interested in taking it further, then that’s where you can build on the details and start writing longer emails! 


But stand-out! 

As we said above, journalists skim emails. The biggest grab from your pitch will be in your email header. Make sure that your subject line quickly summarises the most interesting aspect of your story. 


Ignore the traditional rules 

‘Rule of thumb people’ will warn you to not email on Monday or Friday, as you’ll get lost in a sea of emails or ignored. We’re calling nonsense on that. 

If everyone else is playing by that rule, then make the most of the opportunity and get into an empty inbox! 

If the idea or content is good enough, then they will pay attention and will work on quickly turning it around! 


Be willing to follow-up or pick up the phone 

If you feel that the journalist would benefit from having a few more questions answered and you’re looking for a successful pitch, then be prepared to follow-up or give them a call. 

Don’t be afraid to chase for the coverage if you think it’s worth getting. If you aren’t hearing anything? It might be time to re-frame how you’re selling the story in the first place. 


Nurture the relationship 

Once you’ve managed to place a story, congratulations! You’ve got the coverage, and hopefully gained a valuable backlink, but don’t just leave it there! 

Building and nurturing a relationship with a journalist means that you could potentially contact the same person in the future with other things they might be interested in. 

Thank them for the work you’ve done together and acknowledge their help! You never know how useful that relationship could be in the future. 


If you want to know more, or want to discuss a how we can help you with your digital PR strategy, then please do get in touch. As always, we love to hear from you.

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    Traditional PR vs. Digital PR: What’s the difference?

    Traditional vs Digital PR

    PR is Evolving

    As an industry, Public Relations is one that is continuously in a state of flux.

    At its core, PR methods (both traditional and digital) rely on creating mutually beneficial relationships between brands and their audience, helping to create opportunities for visibility and to gain publicity for the fantastic work that you do!
    However, there’s been a change over the past few years as the digital landscape continues to expand. Traditional PR methods are now having to make room for the rise of a social media driven world, heavily impacted by the changes that Google has made to its search algorithm.

    Currently, it’s no longer enough to get your name in the paper and it’s not enough to make a few calls from the press office. The industry now needs to start paying attention to building in a digital PR strategy.

    But what is a digital PR strategy? What will you be doing that’s different to the traditional ways we conduct PR?

    Well, today we’re going to break down for you the differences between traditional and digital PR:

    Traditional PR’s aren’t digital natives

    Traditional PR professionals have more than likely developed their skill set to manage reputations, to build relationships and most importantly to gain space in print media.

    As the tide has changed and digital becomes the source of most people’s information consumption, it’s fundamental that traditional PR’s begin to learn what channels are accessible to them.

    Digital PR agencies are more aligned with what’s going on, the importance of domain authority and are well acquainted with how to gain links that add value to other areas of digital marketing.

    They’re digital natives, who live and breathe social media, how to craft stories for online audiences and they see the value in smaller but more powerful influencers in helping build a brand identity.


    There’s been a change in the channels

    Although most digital PR agencies will have some understanding of traditional forms of media coverage, there’s much more of an emphasis on the channels and methods of reaching an audience.

    While traditional PR may have been more heavily focused on media outreach and publications, in a new age of digital there’s a whole realm of micro-influencers, bloggers, Youtubers and previously unexplored channels, who can be hugely beneficial to help share your brand message.

    Much in the way that you would traditionally plan-out your audience targets, there’s another level to finding them online, to seeing what and where they’re searching and to incorporate other means of strategic storytelling.


    Digital PR is helping your SEO team

    After Google’s Penguin update back in 2012, backlinks are still seen to be one the biggest parts of the ranking algorithm. By securing high-quality placements on top ranking websites, a digital PR agency can make your messages much more attractive to Google and other search engines.

    Visibility and ranking on search engines will be improved when you gain high-quality backlinks from high-ranking sites… so in other words, getting your PR coverage right, from a strong site, will have a positive impact all round.


    It’s easier to keep tabs on how you’re doing

    Traditional PR with a heavy focus on print media meant that it was often difficult to track your hard work and efforts, however, with digital PR there are an abundance of useful tools to follow where backlinks are coming from, and where your story and value is being utilised.


    So – which is better?

    Ultimately, there is still a place for traditional PR when it comes to connecting industries with their audience. Digital PR borrows many traditional methods and although there is still absolutely a place for traditionally tracking down the best place to tell your story, without the incorporation of a digital PR strategy, there’s a whole marketplace to be tapped into, that you might not have even considered.

    If you want to know more about our digital PR services you can click here, or if you want to discuss how we can help you with your digital marketing strategy, then please do get in touch, as always, we love to hear from you.

    For regular digital marketing news and updates, follow us on Twitter or subscribe to our newsletter.

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