Follow this up with a couple more sentences to give the journalist some additional information about your story, before adding a line spacer and pasting your full press release.

Note: Avoid adding your press releases as attachments. Journalists don’t like opening attachments in fear of viruses or malware, so eliminate that problem by pasting the body of your press release below your pitch.

Second, it’s critical you personalize your pitch.

Did you know that personalized emails are 26% more likely to be opened^[11]?

Bear that in mind when you’re pitching news stories, and show some interest in the journalist’s previous work by indicating that you know they’re a good fit based on the topics they cover.

Try to build a relationship with the journalists^[12] first, rather than hitting them with a release and expecting instant coverage. Almost 15% of journalists consider this very important:

Image courtesy of Marketing Land^[13].

Sometimes, it’s worth playing the long game by getting to know your target ahead of your pitch. Engage with them on LinkedIn, respond to their tweets, and generally work yourself into their notifications — and their radar.

3. Make your subject line irresistible.

According to research by Fractl, 85% of publishers^[14] decide whether to open a pitch email based on the subject line alone.

So, how can you make sure yours gets opened? Try these tips:

• Keep it short and sweet: 75% of publishers^[15] prefer subject lines with 10 or fewer words.
• Ensure it’s unique: A powerful subject line should be disruptive, innovative, or offer a human interest angle.
• Make it super-specific: Over half of journalists^[16] want descriptive subject lines that are tailored to their previously-covered topics.
• Provide exclusivity: If you’ve got some unique data or research, shout about it! Exclusivity can help to get a journalist’s eyes on your press release.

… And one thing to avoid? Clickbait^[17]. It’s really that simple.

4. Send your press release pitch (at the right time).

Press release? Check. Pitch email? Check. Contact details? Check.