3 mistakes when pitching multiple reporters with the same pitch
We keep repeating — please do not use the spray and pray technique, do not send the same pitch to dozens journalists from some contact base you managed to get on Reddit.
Reporters will see you winged it the second they open the email. Even if your startup idea is great and you have already proven it by achieving decent milestones, you’ll quickly ruin your relationship before it starts.
But you spray anyway, right?
Fair enough, you are trying to get as much coverage as possible. Or, what is more likely, you are trying to find one journalist who will finally reply.
Makes sense. Due to a crazy amount of pitches in the inbox, many reporters don’t bother to respond to any of them.
But before you hit the send button, make your blank pitch look like it is somehow tailored.
To make your email more vibrant, let’s see what are the main pet peeves and how to avoid them.
1. Spray and Pray pitches are not relevant to the beat
As you already know, reporters have their beats. If they cover sustainability, they won’t open your pitch about a new marketing SaaS platform or another crypto rollercoaster. This will only make them roll their eyes and hit delete without opening.
Another indicator of mass pitching is a clickbait subject line, like “We launched something really awesome! Open this email to find out and be the first one to write about it!” Please, just don’t do it. It is 2022, and those subject lines won’t fool anyone.
Here are two things you can do:
- don’t use existing media bases, they are 100% obsolete. Make your own list of journalists who cover the topic you pitch - or reach out to us to craft you one;
- make your subject line compelling and informative. Read this to find out how to craft the best subject line.
2. Blank pitches starting with “Hi” and barely containing the name
This is how one can tell your pitch addresses many and probably has already reached inboxes of all other media. Why a reporter should spend their time reading something when it even hasn’t their name?
Or even worse, when it starts with Sir/Madam or Dear Media Representative. Those are the worst you can use.
If this looks like spray and pray, why bother to investigate a story, if everybody already has it? This is not how journalism works.
What you can do: simply put the first name, overwise don’t really bother to waste your time on setting up this email distribution. And use these PR tools to make the most of your pitch.
3. Mass pitch kills media relations
Should it be so? Not always.
What you can do: track who opened your pitch, then follow-up with more relevant information and tailor your emails so reporters see you are really trying.
But don’t overdo it! Try to be more human and respect boundaries.
Remember, a reporter is trying to find what will be a great read for their audience, so make your story interesting and try to fit the news agenda.
Not ready to invest your time? Hire PR Guy for just $149. From crafting an eye-catching pitch to finding all the relevant media contacts and telling you when to follow-up with journalists, PR Guy will guide you through the journey of pitching to success.
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