Why Your Pitch is Getting Ignored… and What to Do About it.

By Katie Arbige, Director at PRLab

 The time spent waiting for a response from a reporter regarding your pitch can feel like a lifetime. That could be because you’re probably still waiting for responses to the pitches you sent 15 months ago, 7 weeks ago, 4 days ago, and probably yesterday as well. There is nothing worse than silence. So how do we avoid the crickets?

Here are some things you might be doing that are causing your emails to go unanswered:

1. You didn’t edit your pitch. Grammar is important. If you send a pitch with typos, your pitch will go straight in the trash. Why would a reporter want to work with you if they think you can’t write? Read carefully through your pitch to fix any mistakes, before you click send.

2. You didn’t do your research. Reporters’ number one complaint about PR professionals: they always send us pitches about stories that are out of our coverage area. Before you send your pitch, do a quick Google search. Do not be the person who sends a story about Tom Brady’s stolen jersey to the reporter who covers food. This shows that you have not done your research on the publication or the reporter, and they do not like this. (Read this story about a reporter who replied to every pitch he received, for an entire week: http://www.newsweek.com/i-replied-every-pr-email-i-received-week-268871)

3. Your pitches lack a person touch. Would you want to reply to an email addressed to you as “Dear Sir/Madam?” Google and Cision are your friends. Find the appropriate reporter’s name, and address the email to them. Take the time to find out the reporter’s name and they might take the time to respond to your email.

4. You are sending your pitch on the wrong day and at the wrong time. Do not send your pitch to a reporter an hour before their deadline. Find out when the reporter’s deadline is and plan accordingly.

5. Your email is too long. Reporters are busy. Some receive hundreds of pitches each day. They will pass over email pitches that are too long. Rewrite your pitch until it is succinct and can be skimmed quickly.

6. Do not mass distribute your pitch. Sending your pitch to every reporter in the area and only changing the name will not increase your chances of receiving a response. Reporters can tell when you do this and it looks lazy. Change up the pitch for each publication.

7. Your subject line is boring. Most pitches never even get opened. The first thing the reporter sees is the subject line. Make the subject line grab the reporter’s attention. Make him/her want to read your story.

• Your subject line is overwhelming. DO NOT WRITE IN ALL CAPS BECAUSE IT  WILL LOOK LIKE YOU ARE SCREAMING AT THE REPORTER (you screamed that in your head so this needs no explanation). Also, do not use too many exclamation points!!!!!!! They already know you are excited about the subject.

 Avoid doing all these things and your chances of receiving a reply will increase dramatically. Pitching is hard, but remember that practice makes perfect.