If you pitch - do your research:

93% of journalists say a vast majority of the email pitches they receive are irrelevant, that's according to the Meltwater 2021 Global State of the Media Report; and with AI these numbers are estimated to increase drastically as it will be even easier for people to generate pitches en masse. 

Therefore, if you are going to pitch a journalist, it is crucial that you do your homework and determine your target audience and thereby the journalist you should try to reach. 

Be specific when defining who it is that will be most likely to get value from what you have to offer. For example, if you are a climate change expert, reaching out to the crime reporter won't help them or you. 

It may seem counterintuitive, but being selective about who you pitch, even down to the format (podcast, TV, digital) can help you get a better response from journalists who are overwhelmed with pitches as it is.

 

If you are invited to take part in an interview:

The digital age has transformed journalism into a fast-paced industry where deadlines come often and quickly. If you are invited to take part in an interview respond to the request right away.

When you don’t respond to an interview request, journalists will move on without you in order to meet their deadline. Responding quickly shows journalists that you are reliable and helpful, which can often lead to more media requests.

If you don't have enough time to respond thoroughly, give them an idea of when they can expect your response. Be sure to follow up if it takes longer than expected! Don’t leave them hanging; their deadline, and sometimes entire job, depends on it.

  

Want to learn more about how to increase your bookings, check out this blog post or book a media coaching session through our Learning Center.