How to Get Your Emails Read by Reporters in 2024
The age-old advice stands: “Know my beat, read my articles, and give me the real news I can use.” Yet, the reality is that many PR professionals feel like their emails are lost in a sea of unread messages. Turns out they probably are.
As the digital landscape has evolved since 2015, it’s crucial to adapt the pitch and approach to ensure those emails don’t get deleted without a glance.
Building relationships with reporters is one of the most rewarding yet challenging aspects of PR. Finding the journalists who cover or reported on your client or company’s topic is time consuming, even with research tools like Google. It or any search engine is not 100%. The more obscure the topic, the more difficult relevant or even complimentary information is to find. But when you do find reporters with a thirst for knowledge about your topic, it can make the search worthwhile. When a public relations person can surprise a reporter with knowledge about what they do it is a good surprise. When surprised in a positive way, people are more likely to remember you and engage with your content.
Here are nine tips for effectively bonding with reporters in 2024:
- Understand Current Trends: Journalists are inundated with pitches, so knowing what resonates at the moment is crucial. Research recent articles they’ve written, their style, and the topics trending in their field. Offering timely insights or unique angles can help exceed their expectations.
- Set Realistic Expectations: Setting expectations just a bit lower than what you plan to deliver still holds true. For instance, if you’re promising a response time of 48 hours, aim to reply within 24. This not only raises your credibility but also creates a pleasant surprise.
- Communicate Authentically: The shift towards more informal communication isn’t going away. When reaching out, maintain a friendly tone and authenticity that mirrors human interaction. This builds trust and invites engagement.
- Offer Value Without Agenda: Share insights, provide industry resources, or simply send a note of encouragement even when there’s no immediate pitch at hand. These acts of kindness can positively impact how journalists perceive you over time.
- Create Curiosity with Your Pitches: Grab attention by hinting at stories or data that could intrigue someone to ask for more. Instead of being direct, use inviting subject lines or questions that prompt a desire to learn more.
- Capitalize on Storytelling: The power of storytelling remains timeless. Craft your pitches with a narrative that captivates, conveys your message, and evokes emotions. Stories invoke curiosity and encourage deeper engagement.
- Consider Memorable Experiences: Consider how you can provide experiences that linger in memory. Perhaps you can offer exclusive virtual events or a unique take on product samples that engage multiple senses, ensuring your outreach stands out.
- Refresh Your Thank-You Approach: In the age of instant communications and social media, the handwritten note will yield positive results with those who receive them. Handwritten thank you’s are unique which is why they will receive more positive reactions than a string of 100 thank you’s delivered via email.
In summary, to successfully connect with reporters in 2024, focus on exceeding expectations, being authentic, creating interesting story lines, and help the reporters do their jobs. By doing so, your efforts in public relations will yield better relationships and garner attention for clients in today’s media environment.