The do’s and don’ts of contacting journalists

Learn the best methods of establishing relationships with media representatives

Email is a terrific way to pitch to journalists. Most people use this tool to communicate – it saves time and it’s efficient. So how can you ensure that media representatives open your email pitch instead of instantly deleting it? While there’s no definitive answer, you can increase your chances of connecting with journalists if you follow these do’s and don’ts in your emails:

Do be sure to use an engaging, brief subject line. Your subject line is critical in capturing your reader’s attention. Ideally, it should have fewer than six words and contain relevant information that will pique the journalist’s interest.

Do follow up. Send follow-up emails to journalists soon after your initial correspondence to confirm that they received your message and to inquire if you can be of assistance to them.

Do send your emails at the right time.Media representatives receive thousands of emails every day, and they’re particularly inundated on Monday mornings. Generally, Tuesdays, Wednesdays and Thursdays are better days to send your pitches. Some journalists also check their email in the evenings and on weekends. You might have better luck during those times.

Don’t send bulk emails. Contact each media representative individually. Sending a large number of emails all at once may trigger the recipients’ spam filters. It’s usually fine to send up to 200 emails in an hour.

These are general tips for successful media pitching via email. If you want to achieve even better response rates and establish mutually beneficial relationships with representatives of the media, a public relations firm that specializes in media relations can prove invaluable. Contact Axia Public Relations and download Axia’s complimentary e-book “Learn Media Relations From the Media” for more ways to build strong relationships with the media and increase your positive news coverage.

Clients love Jason’s passion, candor and commitment as well as the team he has formed at Axia Public Relations. He’s advised some of America’s most admired brands, including American Airlines, Dave & Buster’s, Hilton, HP, Pizza Hut and Verizon. He is an Emmy Award-winning, accredited public relations practitioner, speaker, author and entrepreneur and earned his certification in inbound marketing. He founded the PR firm in July 2002. Learn more about Jason.