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Send a pitch email the right way

By Marjorie Comer

Don’t make this distribution mistake when pitching to the news media


Someone typing on a computer.PR and marketing departments get busy. They know they need to share their company’s news with the media but far too often, they simply get caught up in day-to-day tasks. When your PR and marketing departments get busy, then they can get lazy about distributing news to the media. Here’s a mistake your team may be making, why it’s a mistake, and the right way to handle it. 



The mistake? Sending bulk emails to media outlets – not sending individual emails to reporters you’re pitching to. 


Why? Mass mailing reporters from different media outlets is a bad idea. Sending mass mail and/or distributing a news release to multiple outlets is a turn off because the reporters believe it’s a cattle call, which isn’t something your marketing department should be doing. 


The right way! Personalized individual emails truly work the best when it comes to pitching to an outlet and a member of the news media. A personalized pitch email helps focus on what your company is interested in and offers a one on one interview. It also shows a reporter that you value his or her time. 


Another helpful tip? Find something you can connect with a reporter about or can relate to them about in your outreach. 


Getting media coverage for your company can seem daunting, but it doesn’t have to be. Don’t let fear of rejection impact the way you pitch. Although outlets may cover the same story, they often like to believe they are the only outlet to cover that issue. It’s important to connect with the media by creating and establishing relationships with reporters, and one way to do this is by sending individual emails. To learn more about how to build relationships with the media, download Axia’s e-book “Learn Media Relations from the Media.”


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marjorie-newClients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.


Photo by Startup Stock Photos from Pexels

Topics: media relations, earned media, owned media

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