How do you pitch your press release to journalists and influencers?

Press releases are not as useful as they used to be. This age of digital communications has definitely changed the need for press releases. It's more about relationships. They are still very useful when used as a tool or supplement to the actual pitching that you're going to send. I put information in the press release that allows me to have a short pitch with more specific and detailed information in the release. This includes details on an event or story, quotes, high resolution images, high-resolution and additional people that may be involved. I am a Prowly ambassador and love their media database. After spending quality time compiling and vetting a customized media list for the story, I customize each pitch to that journalist.

Precision Matters: Prioritize media outreach by meticulously curating your list. Research outlets and journalists aligning with your story using tools like Cision, Muck Rack, or HARO. Scrutinize their style, tone, and past articles via social media and websites. Target the top 10-20 based on authority, reach, and relevance to enhance your press release's impact.

Crafting Your Pitch: Compelling Subject Line: Keep it short (5-7 words) and highlight the newsworthy aspect of your press release. Avoid generic lines like "Press Release: [Your Company Name]." The Hook: Briefly explain your news in the first sentence, emphasizing what's newsworthy and relevant to their audience (e.g., "A groundbreaking discovery in metal alloys could revolutionize [industry]"). Offer Value: Explain why this news matters and how it impacts the metal industry or its audience. Contact Information: Include your name, company name, title, phone number, and email address for easy follow-up. additional data/resources that complement your press release and provide even more value to the journalist or influencer.

Being quoted as an industry expert in a news article can be more valuable than having a complete press release published. Identify relevant key events where your comments might be useful. Prepare different versions for every possible option (eg interest rates going up, down or unchanged). Forward the relevant comment to target journalists and media as soon as the event happens. With much of news now AI generated or by journalists under huge time pressure, a well-written, interesting quote is highly likely to be picked up and used in articles.

Let journalists know that you take an interest in their work and follow it closely. If they know you're paying attention to them, they'll pay attention to you.

Here's a template you can use for your next pitch email: Subject: Unleash Curiosity with Our Groundbreaking [Topic] Dear [Recipient's Name], Greetings! I'm [Your Name], and I hope this message finds you well. I am reaching out to share an exciting development that aligns with your interest in [specific topic]. Our latest [project/event/achievement] encapsulates [brief description], promising a fresh perspective on [industry/niche]. Enclosed, you'll find a concise press release detailing the essence. I believe this story would resonate with your audience due to [unique angle or value]. Your insights would be invaluable. Best regards, [Your Name] [Your Position] [Your Contact Information]

Another important aspect to add to your pitch email is a section listing people/experts available for interviews. This is a major green flag for journalists when they know you already have the spokesperson ready and available to speak on the topic.

As the name suggests, a good PR professional builds relationships like no other. Have an honest, sincere exchange that is facilitative for both parties. Journalists are interested in PR professionals who prioritize them, understand their work, and provide them with the best news. Knowing and cultivating a good mailing list is what defines the success of your pitches.

Don’t scattergun - tailor the pitch. Get a name if you can, or send it to a section rather than to the editor generally. Pitch your preferred publications/sites first and consider whether you should offer them exclusivity. 1. Keep it under 2 pages 2. Get it proofread 3. Send in working hours Be polite, be punctual, be reliable. Once your pitch is out there, be ready to respond. Check your messages and email at least twice every weekday for media interest.

Pitching to journalists is like dating. You send a love letter (press release), hoping they'll notice. Tools track opens like stalking your crush's Instagram. When they respond, don't play hard to get. Engage on social media—it's the modern bouquet of roses. Be genuine; no one likes a desperate suitor. After the article drops, don't ghost. Send a thoughtful "thanks" and hint at a second date. Building media relationships is a dance. Missteps? You might step on some toes. Play it smooth, and you might just get the headline prom dance. Remember, in the press game, subtlety is your wingman.

Customize your media list to the genre or industry the journalist features. This will ensure placement, with a tailored press release sent to the right journalist.

Building relationships with journalists is as important as crafting the perfect pitch. Journalists, like anyone else, are people first, and are more likely to engage with sources they know and trust. Only send them information that seems relevant for them. And don't be offended if they turn down your story. Most important: only attach a press release if there really are news to tell.