4 strategies to earn media in a difficult news cycle
We all know it's getting tough to earn media. Here's 4 strategies you can use right now to break through difficult news cycles.
Our earned media experts at PR-it have been in the game for decades, and we’ve seen it all. Check out the top 10 reasons we’ve uncovered that could trip up your media outreach efforts.
Firstly, stop that. Journalists despise being spammed with impersonal pitch emails that have nothing to do with what they write about.
Just including the journalist’s name isn’t going to cut it.
This is not uncommon in highly regulated industries (e.g. pharma) where materials have to undergo a review process.
68% of journalists prefer pitches <200 words.
67% of journalists prefer to receive pitches between 5am and 12pm in their time zone as early in the week as possible.
Source: Muck Rack 2022 State of Journalism Report
It’s not timely or trending. There’s no surprising data. There’s no image, infographic or video.
Most companies/brands want as much coverage as possible. However, there is something to be said about quality over quantity.
Journalists get LOTS of pitches. Even if they’re interested in your story, they forget to reply. Most coverage is booked on the follow-up.
Pitching milestones that the media will not view as newsworthy:
When media coverage is earned (vs. paid), there’s no editorial control. Don’t request changes under the guise of a correction. Journalists will drop you like a bad habit.
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