Journalists get dozens of emails a day (if not more—depends on the journalist). Cutting through the clutter is a constant challenge for PR pros trying to get their pitches seen, let alone accepted.
Larry Parnell, associate professor of public relations at The George Washington University, recommends that PR execs ask the following questions before they click "send": Is it newsworthy, or just newsworthy to you? What type of news is it—breaking news, a feature or an evergreen piece?
Once you've settled on the brand of news you're pitching, use Parnell's checklist to increase your chances of getting your pitch across the plate:
• Single address a must. No group emails.
• No attachments: Provide links or paste in copy only if it's critical to pitch.
• Get to the point quickly.
• Call to action—what do they do if they are interested?
• Minimize follow-up calls; give them time to read/respond.
• Don’t make promises (spokespersons, access, etc.) you can’t keep.
Follow Lucia Davis: @LKCDavis