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In the rapidly evolving media landscape, securing journalist attention through effective pitches has become a top concern for organisations concerned about maximising their public relations efforts. Here are seven strategies that you can use to increase the likelihood of a journalist responding to your pitches, according to public relations management platform Propel.
With journalists responding to only 2.99% of pitches in Q2, it’s crucial to expand your pitching efforts beyond traditional outlets. Recent closures and layoffs highlight the need to explore alternatives such as social media platforms and niche publications that align with your organisation’s goals.
Tuesdays emerged as the most active day for pitching (27.27% of pitches sent) and the day with the highest response rate (27.73% of responses). Align your pitching schedule to optimise engagement by targeting journalists when they are most receptive.
Subject lines containing 1-5 words earned the highest response rate (4.57%). Although subject lines of six to nine words had a lower response rate, they had an average open rate of 3%. Craft concise and attention-grabbing subject lines that pique journalists’ curiosity and compel them to click.
Pitches between 51-150 words garnered the highest response rate (6.53%), indicating the preference for concise and to-the-point pitches. On the other hand, pitches between 501-1,000 words saw a mere 1.81% response rate. Keep your pitches succinct, highlighting key information that captures journalists’ interest from the start.
Funding round pitches experienced significant changes. The volume of pitches mentioning pre-seed and seed funding rounds surged by 551.16% compared to Q1. However, response rates for various funding rounds saw declines. Tailor your funding round pitches to align with the evolving investment landscape and focus on presenting unique value propositions.
Journalists are inundated with pitches, so standing out is crucial. Rather than blasting generic pitches to a large number of recipients, concentrate on personalized and well-researched pitches that demonstrate your understanding of the journalist’s beat. Prioritize quality coverage over quantity to make a lasting impact.
It’s vital for communications professionals to adapt and embrace the changing media landscape. Stay informed about emerging trends, evolving journalist preferences, and the growing influence of niche publications to tailor your pitches effectively.
Crafting pitches that catch journalists’ attention requires a strategic approach in today’s media landscape. Stay nimble, stay informed, and adapt your pitching strategies to navigate the changing PR landscape successfully.
