Every so often, a journalist explains in public what the PR industry keeps getting wrong. A recent thread on r/Journalism asked what journalists want from PR people. One editor of local newspapers answered in a few short lines. Releases from the big distributors go straight to the trash. A disguised sales pitch is unacceptable. And everything important should be in the body of the email.
After 30 years in public relations, I would add little to that advice, except to explain why it is right and how to apply it. One editor doesn't speak for an entire profession, but I have heard the same message in newsrooms throughout my career.
Be relevant to what they actually cover
For the editor in that thread, "local" meant the community those newspapers serve, not a vague region. That is the first test for any pitch: why should this reader, of this publication, care about this?
A journalist's day is a constant exercise in saying no. If your story has no clear connection to their beat or their readers, it won't matter how well it is written. Before writing to anyone, read their last five articles. If you can't explain the connection in a sentence, don't send it.
Don't disguise a sales pitch as news
The same editor put it clearly: everyone needs to make money, but don't hide a sales pitch inside a news story. Journalists spot this instantly, and it costs you more than one rejection, because they will remember the sender next time.
A simple way to test your own text is to remove your company's name. Is there still something a reader would want to know? If what remains is just a list of benefits, you have an advertisement, not a news story. Some messages are advertising, and there is nothing wrong with that, but they belong in a paid space and should be labeled as such.
Put the essentials in the email body
The editor asked for everything important in the body of the email, even if short: who, what, where, when, how and why. Attachments only get opened if that hook works. It's an old rule, and it still holds.
| Element | Do | Avoid |
|---|---|---|
| Subject line | The news itself, in a few plain words | Slogans, capitals, "press release" alone |
| First lines | Who, what, where, when, how, why | Company history and scene-setting |
| Body | Short text that can be read on a phone | "Please see attached" and nothing else |
| Attachments | PDF, DOC or RTF, with images as separate files | Images embedded in a text document |
| Contact | A person who can answer questions today | A general mailbox nobody checks |
That last detail about images comes directly from the comment, and any journalist who has tried to extract a photo from a Word document will sympathize. Offer separate files, in a usable size, with a caption and credit.
Use email, and keep it personal
Asked about the best channel, the editor's reply was one word: email. Don't phone to ask whether they received your release, and don't send the same message through three channels. Write to one person, mention why the story fits their work, and follow up once at most if you have something new to add.
A mass mailing with a personalized first name fools nobody. Five well-chosen contacts will usually do more for you than 500 addresses from a purchased list.
A simple pitch template
- Subject: state the news in up to ten plain words.
- Opening: one sentence on why this matters to their readers.
- Facts: who, what, where, when, how and why, in a short paragraph.
- Evidence: a figure, a named source or a customer who is willing to speak.
- Next step: your name, phone number and what you can provide, such as an interview, data or images.
Our guide on how to write a press release covers the structure in more detail, and our article on press release distribution services explains where wires do and don't help.
When journalists aren't the right route
Earned coverage is valuable because a journalist chose to write about you, but that also means nobody can promise it. Sometimes a brand needs a message to appear in a particular title by a particular date, for a launch, a new market or a client report. That is a different need, and it calls for a commercial placement that is clearly separate from editorial pitching.
Linkingpress works in that second category. You choose from 63,214 outlets in 141 countries, and our team can prepare the text. It doesn't replace good media relations, and it should be labeled according to the outlet's rules. PR agencies can use it alongside their press work, and brands can use it when they need certainty. Contact us if you would like a press release with guaranteed placements.
Habits that get you ignored
- Sending news that is already old. If it has been public for a week, it is no longer news.
- Offering an exclusive to five people at once. They talk to one another, and they remember.
- Answering late. A journalist on deadline needs an answer today. If nobody can respond, don't send the story yet.
- Quotes written by committee. A sentence that says nothing is never used. Offer an opinion or a specific fact instead.
- Asking to approve the article. Editorial independence is the reason their coverage has value. Offer to check facts, not to edit.
Frequently asked questions
What do journalists want from PR people?
Relevant stories for their readers, the essential facts in the email itself, a reachable contact and honesty. They don't want sales pitches presented as news or mass mailings.
How long should a pitch to a journalist be?
Short enough to read on a phone in under a minute. Include who, what, where, when, how and why, and offer more material on request.
Should I attach a press release to my email?
You can, but put the key information in the body too. Editors often open attachments only after the text has caught their interest.
Should I phone a journalist to follow up?
Generally not. If you have something new to add, send a single short email. Many journalists prefer email and find repeated follow-ups a reason to ignore a sender.