I get a fair amount of media pitches in my inbox. I’d like to think this is due to my own inherent popularity. But of course, the main reason is that I write for Forbes.com!
Some of the pitches I receive come directly from the founder, which is fine with me. But most come from a company’s PR agency.
For the most part, the pitches are solid and helpful. But as with anything, there are times when things go off the rails.
Then what are some of the ways to boost the odds of getting coverage? What should be avoided? Well, for me, here are some approaches that work:
Avoid Follow-Ups: I really don’t have the time to respond to all pitches. And besides, I’m pretty sure many of them are being sent to multiple writers anyway.
But sometimes a PR person will follow up with another email, writing something like: “I’m resending this to make sure you did not miss it.” Oh, and this may not be the end of it. Sometimes I get three or even four of these emails.
Note that I do check and retain all my emails. And in some cases, I revisit them. There have been times when I have gone back to an email months after it was sent and used the source for a story.
Relevancy: I think this is most important for a pitch. Now this does not mean you need to read everything from writer. Rather, spending time going over headlines is a good approach.