The skinny on email pitches

You know the key elements to a pitch, but when you present those elements over email, it is very different than presenting them over the phone. Even if you are already a golden source, if you screw up an email pitch, you might screw up your chances for getting used.

When pitching over an email, it is important that you do it right. A reporter is not going to turn you down because you pitch via email, in fact it is a great way to pitch, but only if you do it the way that they want to see it. Here are some tips to make sure your email pitch gets the attention it deserves:

1. Keep it short. Email pitches have got to be very, very short. The shorter the better. The golden rule that should never be broken is to never have more than one screen of copy. A reporter is not going to want to scroll down to get to the details of what you are pitching. So, keep it brief.
2. Use bullets. If you can, use bullet points to delineate your information, make it shorter, and clear. You can also boldface certain words or phrases that you really want to jump out at the reporter. The easier you make it for the reporter to get your pitch, the more likely it is for them to use it. Also, a lot of reporters use bullets in their stories to present a list of ideas. People like them, they are easy. So use them.
3. Use a punchy subject line. You want to have a subject line that really catches their attention. NEVER put in the subject line "news release" or "something for you," or anything that doesn't give them any idea what your pitch is about. Be specific and clear. The more specific you can be in the subject line the better. So, say something like, "Do your taxes the right way." Or, "Stop losing hair."
4. Never attach anything. Reporter will not open an attachment, no matter how great it is. This is essential to an email pitch. Unless a reporter asks you to send an attachment, don't. Attachments take too long to open. These people are busy, they are not going to spend time trying to get to your pitch. Also, because of the risks of viruses, etc. most newsrooms have strict rules about opening attachments, so even if they wanted to, they can't.
5. Put your info in the body of the email. You want to get your pitch on their screen as soon as they open their email, so include it in the body of the email. If you can't do this, then include a part of it, then a link to more information in the Media Room at your website.
6. Be honest. When pitching to a reporter, you have to tell the truth. So, never say your pitch is high priority if it is not. That is annoying, and will not bode well with getting a reporter to go for your pitch.
7. Use an email signature. Include your name, company name, address, telephone number, and fax. Use the word expert in your signature if you qualify as one. So, for example, if you are a dog trainer, your email signature would say, "Jane Doe, Animal care and training expert"

Now that you know how to properly prepare an email pitch, you should try sending a few out, and see the results. You will probably get more success however if you better learn the secrets of getting a reporter's attention. Tomorrow look for some more great tips for snagging and keeping a reporter's attention.