Being featured in the media can be an effective and free way to gain exposure for your brand and boost SEO rankings, so the benefits to a company can be enormous.
Luckily for brands looking to gain coverage, journalists and bloggers welcome PR outreach. They see it as a mutually beneficial system where they can get valuable content in exchange for brand exposure.
However, the competition and standards are incredibly high when it comes to pitching, which is why brands need to make their outreach stand out from the crowd.
No one wants to be ghosted by a journalist or publication which could benefit their brand after putting in hard work.
Unfortunately, PR outreach can be gruelling for businesses trying to make their mark in the media landscape and don’t know where to start.
If done wrong, you could fall into the dark abyss of a journo’s junk box, which is not only a massive waste of time and effort but also a slap in the face.
When it comes to outreach, there are plenty of best practices beginners can use to increase the chances of catching a journalist's eye.
Simply put, the better the outreach, the better the chances of landing in the press.
There are a few tips I recommend brands use to make their PR outreach stand out:
Build a strong rapport
Building relationships with journalists is no easy task; establishing a trusting relationship takes time, effort, and hard work. Partnering with a PR agency is a great way to speed up this process, as they already have established relationships with journalists and publications.
Journalists will be more inclined to open the emails of people they know and respect and are more likely to publish them. In addition, journalists who think a brand is trustworthy are more likely to approach them for expert comments in their field in exchange for a high authority link.
Never underestimate personalisation
Personalised responses are much more likely to catch a journalist's attention, so always make sure to use their name and spell it correctly. A pitch that has been tailored will not only help with relationship building but also build trust.
A simple, ‘I enjoyed reading your recent article about…’ could go a long way in PR outreach. Sometimes it is the little things that will make you stand out from the crowd.
Journalists are looking for newsworthy stories, so the vibe of any outreach email should be enticing and catchy. The headline, pitch and overall angle must be straightforward and unique to capture a journalist's attention so they snap up the story. Pay attention to the email subject line, as this is the first thing the journalist will see to decide if they love or hate the idea.
Include a graphic
It may seem straightforward, but including accompanying graphics, images or other content, makes a story more exciting and adds a bit of a wow factor. Naturally, everyone is drawn to a bold and memorable image, so adding them in during outreach is always a good idea. If your company doesn’t have a graphic designer, it is worth reaching out to PR agencies who offer the service.