Despite many protestations otherwise, the press release is not dead.
Press releases remain a useful means of sharing key company news, communicating with the broader market, and generating interest among journalists that ideally leads to attention from prospects and customers.
This blog post will offer several key tips for pitching press releases to media, such as including an attention-grabbing subject line, a newsworthy angle that ties in to current industry trends and targeting the right journalists.
Craft an attention-grabbing subject line: The subject line is the first — and often only — chance to capture a journalist’s attention. A compelling subject line should be concise, informative, and engaging without sounding like clickbait. It’s crucial to clearly communicate the value of your news in as few words as possible.
While “Exciting News from XYZ Company” may work as the headline of a social media post, for a subject line that will attract a journalist’s attention, try something more direct like “XYZ Company Launches AI Tool to Improve Hospital Workflow Efficiency.”
Additionally, personalization also goes a long way. Consider referencing a journalist’s recent work or interests in your subject line or introduction to demonstrate relevance and effort.
Lead with a newsworthy angle: Journalists are looking for stories that are timely, relevant, and meaningful to their audience. When crafting a pitch, ask yourself: Why should this news matter right now? Is it part of a broader trend? Does it address a timely issue? For example, tying your announcement to a current event or growing industry concern — such as cybersecurity in healthcare or the rise of health-at-home — can significantly boost the chances of media pickup. A good press release pitch should make the connection between your news and the larger narrative obvious and compelling.
Target the right journalists: Mass emailing a generic press release to hundreds of media contacts is unlikely to yield results and may even harm your reputation. Instead, take the time to identify the right journalists for your story. In general, the best pitches are highly targeted and personalized. Research each journalist’s recent stories, preferred topics, and audience.
This information helps you tailor your message and increases the chances of a positive response. Using tools like media databases and journalist profile platforms can streamline this process, allowing marketers to build curated lists based on beat, outlet, and past coverage.
Make it easy to cover your story: Once you’ve caught journalists’ attention, don’t make them work to understand your news. Provide all essential information clearly and concisely in the body of the email. Include a strong opening paragraph, bullet points with key facts, the full press release, and any relevant visuals or multimedia.
It’s also helpful to offer interview availability with subject matter experts, quotes, or additional background context upfront, so journalists have everything they need to write a story without chasing down more information.
Follow up but don’t spam: Following up after your initial pitch is a standard and sometimes necessary part of media outreach. That said, there’s a fine line between being persistent and being pushy. Wait around 48 hours before sending a polite follow-up email. Keep it short, reiterate the relevance of the news, and offer to provide any additional information.
Avoid sending multiple follow-ups if you don’t hear back. If journalists are interested, they’ll respond. Maintaining professionalism and respecting their time will preserve the relationship for future pitches.
Conclusion
Successfully pitching press releases to media requires more than blasting an announcement to a generic list. By focusing on personalized, timely, and targeted outreach, while also making journalists’ jobs easier, marketers can increase the odds that their news will get the coverage it deserves.