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The Media Relations Maven: Your attention please
February 8, 2008
Copyright © 2008 PRSA. All rights reserved.
By Margo Mateas
President
Public Relations Training Company
A shorter version of this article appeared in the February issue of Tactics.
Unlike college papers, the rule of PR writing is that less is more. Everything in pitching boils down to how quickly you convey your point. Before you start writing, cut everything extraneous and get to the heart of the matter. Use words that convey emotion, immediacy and importance. Just like a verbal pitch, you only have a few seconds to grab a reporter’s attention and get him or her to keep reading.
Here are some tips that will get editors and reporters to not only to read your e-mails, but also respond quickly.
Use key words in the subject line
Don’t worry about squeezing your subject line into just a few words. It’s more important that your subject line is compelling and that it clearly gives a sense of urgency. Reporters scan e-mails looking for key words that jump out at them.
Key words such as, “new, now, first, only, launch, announce, largest” and other defining terms give the media a sense of the e-mail’s importance. Don’t hype. Just state what is most important in the most powerful way possible. Here are a few winning subject lines that resulted in press attention:
“New book says hormones may be making you fat” — This was used to promote a book by a chiropractor with a hormonally based weight loss program. A national women’s magazine editor responded to this e-mail three minutes after the practitioner sent it. Why was it so effective? Because instead of focusing on the chiropractor or other angles of the story, the word “new” and the phrase “may be making you fat” were prominent — and proved irresistible.
“World’s first live soccer match to be Webcast Feb. 15” — This e-mail resulted in coverage in The Boston Globe, The New York Times, Fast Company and others. It’s not often that practitioners can honestly say “world’s first," so when you can, go for it. Including the date in the subject line let the editor know the event was urgent.
“Free public hurricane seminar tomorrow night at Nauticus” — This e-mail and an accompanying phone pitch got coverage in two daily papers and on the radio less than 12 hours before the event. The event was hosted by a local TV meteorologist, but this was left out of the subject line, the writer instead favoring the subject matter and the fact that the seminar was being held at a convenient downtown museum. The words free, public and hurricane seminar were key.
Reference an article or section
Reporters will open e-mails that reference articles they’ve just written, and e-mails that reference specific sections, such as, “Leisure Weekend story idea.”
Use bullet points and links
Limit the entire pitch to three or four paragraphs at most, and use bullet points when you can. A former CNN reporter said her favorite e-mails were just a few lines, giving the meat of the story and links to more information or embedded, thumbnail photos, if applicable. Never use attachments, as they get caught in spam filters and crash servers.
Writing a powerful media pitch doesn’t take a lot of words. It takes a lot of thought and planning. Put your effort into being succinct and concise, and it will pay off.
To reach Margo directly, or for more on this topic, please visit www.mediarelationsmaven.com.
Comments
Bill Flavell says:
What effects do you believe the canned SPAM Act has had on e-mail pitching in the PR profession. Our company has switched to an opt-out and tracking system to fit law. What is your opinion on the impact of this program. www.everybodysagenius.wordpress.com
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