Pitching via LinkedIn: Survey shows a disconnect

A survey found that LinkedIn is one of the least-used methods for pitching, but that journalists prefer it to Twitter or blog comments.


Recently, PRSourceCode released interesting data from its survey of technology-focused journalists and PR professionals.

The survey revealed significant information about best practices for building relationships with tech reporters. One area of particular interest was an examination of the methods PR pros rely on to pitch journalists versus the ways journalists prefer to be pitched.

According to the survey, the top methods used by PR practitioners to pitch journalists include:

1. Email—100 percent
2. Phone—70 percent
3. Twitter—42 percent
4. Comments on a journalist’s blog—23 percent
5. LinkedIn—15 percent

On the flipside, the top methods preferred by journalists to receive pitches are:

1. Email—99 percent
2. Phone—43 percent
3. LinkedIn—35 percent
4. Twitter—32 percent
5. Comments on their blog—13 percent

Notice that pitching journalists through LinkedIn is the fifth-most-used method for PR pros while journalists have indicated that LinkedIn is their No. 3 preferred method for being pitched.

I’m connected to a number of journalists on LinkedIn and comment as appropriate on their LinkedIn updates. Admittedly, I’ve never used LinkedIn to pitch them.

Email and phone will always be the go-to methods for reaching out to journalists, but after seeing the survey results I’m going to seriously consider LinkedIn as well. My one caveat would be to ensure that journalists I regularly pitch have indicated that it is OK to use LinkedIn as a channel for pitching.

Figuring out the most effective way to communicate is a key factor in the success of any relationship, and the same holds true for relationships PR practitioners build with journalists.

You can download the full report here.

A version of this article originally appeared on the Communique PR blog.

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