Getting press coverage plays a significant role in building brand awareness and driving leads. But it starts with successful PR outreach to engage media. Crafting effective PR emails to pitch your story and connect with journalists is crucial for securing earned media placements.
This guide will cover how to write compelling PR outreach emails to boost coverage. We’ll explore:
Apply these strategies for pitching stories, product launches, executive commentary, and other campaigns to maximize publicity value. Let’s dive in!
Reaching out directly to targeted media via email serves several purposes for earning press coverage:
Personalized outreach enables forging direct connections and relationships with reporters covering your niche.
News coverage builds brand awareness far more than advertising. But you have to pitch stories successfully.
3rd party validation through press drives buyer trust and can significantly impact lead generation.
Earned backlinks and media mentions enhance your domain authority and search visibility.
News articles publish your content and messaging to massive audiences exceeding your owned channels.
Well-crafted emails are the first step in an effective PR campaign. Let’s look at tips for maximizing outreach success.
Follow these best practices when designing your PR outreach emails:
Personalized greetings and tailored angles based on the reporter’s beat increase engagement.
Know exactly what you want to achieve - a product review, Q&A, expert contribution, etc.
Open with a compelling stat, news tie-in, or intriguing question to capture attention fast.
Demonstrate within 2 sentences how your story benefits their audience - solves a pain point, provides useful intel, etc.
Establish yourself or your brand as industry authorities on the topic being pitched.
Get to the core pitch in the first few sentences or paragraphs, 3-4 max. Avoid long-winded backgrounders.
Chunk content into short paragraphs with subheadings. Bullet key details. Optimize for skimming.
Offer 3-4 proposed story approaches tailored to their specific publication.
Include images, charts, video links, or other multimedia assets to bring your pitch to life.
Wrap up by clearly stating next steps and providing contact details for following up.
Here are some adaptable PR email templates and pitch examples to model:
Subject: Story Pitch - [Your Angle]
Hi [Name],
I hope your week is going well! As a [Your Industry] reporter for [Publication], I thought you would be interested in [News or Story Angle] based on [Tie To Trending Topic or Event].
In particular, your readers would benefit from expert perspective on [Key Takeaway] and actionable advice for [Overcoming Main Challenge].
As the founder of [Your Company], I’ve helped over [X] companies improve [Relevant Metrics] through [Your Solution]. I would be happy to share industry data on [Topic] and provide commentary on the business impacts of [Trend] as a follow-up article.
Let me know if you would like me to send over more details on potential story angles. I'm also available for a quick phone call to discuss further. Looking forward to hearing your thoughts!
Best,[Your Name][Your Company]
###Q&A or Interview Pitch
Subject: Interview Source Offer - [Your Expertise]
Dear [Name],
With [Upcoming Event or Trend] on the horizon, I know [Readers/Viewers] are looking for insights on [Relevant Topic]. I wanted to offer myself as an expert interview source, given my [X Years] of experience in [Field].
Some potential angles we could cover include:
I have contributed commentary to [Credible Publications] and would be happy to provide supporting data, relevant anecdotes, and action-oriented advice for your audience. Please let me know if an interview or Q&A resonates with you - I'm very flexible on timing. Looking forward to your thoughts!
Best,
[Your Name][Your Company / Creds]
Subject: Trend Insight - [Your Angle]
Hi [Name],
I hope you're having a great start to the week! With [New Study or Finding] reporting that [Interesting Stat], I wanted to offer some analysis on what this means for [Your Niche] and the key takeaways for your readership.
Here are some potential angles for an opinion piece or commentary:
I’ve contributed [X Articles] to [Credible Publications] on [Your Expert Topics] and am confident I can provide an insightful breakdown of the trends. Please let me know if you would be interested in coverage - I can draft some sample commentary or speak further by phone.
Best regards,[Your name][Your Company]
Subject: Product Review Offer - [Your Product]
Hello [Name],
I wanted to reach out because I think your audience would benefit from reviewing our new [Product], given its potential to help [Target Audience] [Solve Problem].
[Product] provides [Summarize Key Benefits and Differentiators]. It's the first solution of its kind to [Highlight Unique Value Proposition].
I'd love the opportunity to send some sample units for you and your team to test. I'm confident your hands-on experience will demonstrate how [Product] can enhance workflows and results for your readership.
Some potential review angles could include:
Let me know if you'd be open to reviewing [Product]! I'm happy to jump on a call or email more details. Looking forward to your thoughts.
Best,[Your Name]
[Your Company]
Avoid radio silence after sending your initial pitch. Use these practices for effective PR email follow-up:
Give them adequate time to assess your pitch before you first follow up. Don’t hassle reporters.
Open by briefly summarizing your initial story angle or interview offer, so they remember context.
Add a compelling stat, development, or additional info related to your pitch that gives a fresh angle.
Propose adapting your pitch into a roundup, listicle, Q&A, or different format if relevant.
It often takes multiple follow-ups before a journalist is ready to engage. Persist respectfully over months if needed.
Your objective is forging an ongoing relationship beyond one-off coverage, so personalize outreach.
With persistence and compelling pitches, a 20-30% response rate is possible. Don’t get discouraged by non-replies - follow up.
Steer clear of these common PR email mistakes:
Personalized and tailored emails have a much higher success rate than spray-and-pray spamming.
Sloppy writing undercuts your credibility. Always proofread carefully.
Avoid exaggerated hype around your news. Let the value speak for itself.
Get to the core pitch within the first paragraph. Don’t make them hunt for it.
Paste or summarize the key pitch in the email - don’t make them open attachments.
Avoid demanding language like “you must cover this”. Permission and relationship focused.
Keep emails concise at 3-5 paragraphs maximum. Avoid sprawling backgrounders.
Wait 7-10 days after your initial outreach before your first follow up.
Open and response rates above 20% are strong. But focus more on securing meetings and long-term journalist relationships.
Use subject lines highlighting relevant stats, value, or urgency. Personalize.
Persist with 2-3 follow-up emails over a 2 month window before moving on. But look for new angles.
With targeted pitches, persistence, and relationship-building, you can become a go-to industry source for reporters. Apply these PR email best practices to increase awareness and coverage of your brand’s offerings and expertise.