Increasing workloads, tighter deadlines and the added pressure to perform in a profession where layoffs and instability are all too common: This is the strenuous, demanding environment in which journalists operate today.
Successful PR and communications professionals understand the challenges journalists face and adapt their media outreach accordingly. However, some PR and comms pros continue to make critical mistakes that ultimately lead journalists to permanently block or place them on the dreaded "do not respond" list. This can be a fatal blow to an organization's media relations efforts. It's also something that can be avoided.
Understanding what journalists don't want is just as important as understanding what they do want. For PR and comms pros looking to establish meaningful, credible working relationships with journalists, there are three fundamental mistakes to avoid when making your pitch.
Avoid the Irrelevant Spam
According to Cision's most recent State of the Media Report, 78% of journalists will block someone who continues to spam them with irrelevant pitches. As one journalist responded, "Know at least a little about me and the kinds of things I'm interested in, rather than just pitch me wildly on everything."
Journalists place a premium on receiving pitches relevant to the areas they cover, however according to Muck Rack's State of Journalism Report, only 3% of journalists report that the pitches they receive always match the topic they cover.
Before you make your pitch, read the journalist's bio, review their recent stories, and check their social media activity to ensure your topic is a good fit. Relevance should always be the top priority when reaching out to a journalist.
Journalists Are Not Your Marketing Department
Journalists are not part of your company's marketing department, so don't treat them like they are. 59% of journalists told Muck Rack that they would block anyone who sends them pitches that sound more like marketing brochures than substantive stories that would resonate with their readers.
If a pitch sounds like a glorified advertisement, don't expect a response, and don't be surprised if future pitches are completely ignored. Avoid marketing jargon and focus instead on how to add value. Does the pitch provide them with a new and unique story idea? Can you connect the pitch to a timely event that ties in with the topic they cover?
Proving yourself to be a valuable source of information, resources and access sets the foundation for a long-term, mutually beneficial partnership.
Credibility is Key
Finally, ensure you do not provide inaccurate or unsourced information in the pitch. This is particularly noteworthy when considering, according to Muck Rack, more than one-third of journalists identify mis- and disinformation as the most serious threat to journalism's future.
Providing data and expert sources in a pitch is valued by journalists, but accuracy and credibility are of the utmost importance. Subject matter experts, researchers and CEOs rank among the most credible sources of information for journalists. Studies and reports produced by academic institutions, think tanks or reputable trade associations serve as credible sources of data.
Journalism is a tough business. Avoiding actions that annoy and frustrate journalists will go a long way towards proving you understand their challenges, respect their work and can adapt to how they operate.
Matt Petteruto is principal of MP Communications.