Email Outreach in PR


The most important way to rise above the email masses – we send roughly 269 billion of them each day – is to make them personalized and individual. No one wants to respond to an email that was very clearly sent to dozens of other people too.
To combat that, never, ever send the exact same email to more than one person, and remember these three little words: research, research, and research.

The Perfect Pitch

Every good pitch has at least three things in common: a hook, a clear call-to-action, and an irresistible value proposition.

The Hook

Your hook is the angle you’re pitching. Generally speaking, PR pitches to journalists and influencers have either a news peg – connected in some meaningful way to a current topic or story – or a time peg – connected to an upcoming anniversary, date, or event.

The Call-to-Action

Any email – or landing page or social media post, or whatever – has one specific action you want your reader to take. A pitch isn’t any different.

Value Proposition

The most important element of a successful PR pitch is the value prop. It’s here that you make clear why they should cover this story, how it connects to some larger topic or issue, and why it would benefit their readers, followers, and publication.

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