Many PR and communications pros prefer email for contacting journalists.
Reporters can receive hundreds of pitches a week. It’s not surprising when they don’t respond.
If you’ve emailed a pitch with no success, what other tactics can you employ? Here are three alternatives:
1. Social media:
Plenty of journalists have taken to social media to cultivate contacts and promote their stories online. If you follow a reporter on Twitter and have an
established relationship, start there. If you are new to social media, introducing yourself to a journalist on Facebook or Twitter is a perfectly
acceptable way to pitch.
Avoid getting too personal. Do tailor your pitch to a journalist’s beat or expertise, but don’t rely heavily on researching their personal interests. Keep
it professional if you mention anything particular. You don’t want to come off as creepy.
2. Pick up the phone:
Do you remember a “call list?” Many junior PR pros haven’t even heard of one. Although most journalists say they despise being pitched by telephone, it can
be effective if practiced “strategically.”
RELATED: Sharpen your PR prowess with pros from CNN Digital, The New York Times and more.
If you choose to call a reporter, you’ll likely be forced to listen to their voicemail. Use this to your advantage: Prepare something to say ahead of time.
Keep your script brief, and be sure to include your email address. After your hang up, it’s wise to cover your bases by immediately emailing your pitch.
3. Find out other ways to get your news out:
Despite your well written pitch and appropriately-timed follow-up, it’s always possible you’ll be ignored. Now what? Turn to publishing the news yourself.
To do that, consider writing a press release, blog post, LinkedIn Pulse or Medium article, contributed article or even an infographic.
Explore all your publishing options before you throw in the towel.
What pitching alternatives have worked for you, PR Daily readers?
PR consultant, strategist, writer and speaker.
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