PR pros shouldn’t expect success every time they pitch a story—having three out of 10 pitches result in a placement is considered a good average—but a good PR professional will want to increase his or her chances of success in every way possible.
“Engaging journalists on Twitter is a great way to stand out from the masses of PR pros clamoring for their attention,” PR pro and media-relations trainer Michael Smart says. “Once they recognize your name, it’s more likely they’ll open your email when you send them a story idea.”
Building those relationships is fruitless, however, if you send a journalist a pitch they couldn’t care less about.
Here are five types of pitches reporters don’t want to receive:
1. New hires, expansions and mergers . Your PR firm has hired two all-star account directors and is expanding into a new office. Congratulations, but how is this news for reporters?