We’ve talked about how to make your press releases more effective, but there are occasions when the quality of your pitch has nothing to do with whether or not you get a response from a journalist. J.J. Colao wrote an interesting piece on Forbes titled “A Day in the Life of a Tech Reporter’s Email Inbox.”
In it, he explains how many emails he receives in a day, the types/content of those emails, and whether or not he responded. He received 34 pitches from journalists, many of which he said were sent around lunchtime.
B2B technology PR professionals. can learn quite a bit from Colao’s findings, particularly about how journalists respond to their pitches.
Any email that appears to have been written by a human specifically for me, and that concerned a subject within my beat, immediately stands out within those 34 pitches. That wasn’t always enough to get a response, but it was absolutely necessary.
Every pitch to which I responded had those characteristics. Going through the rest, I can find maybe two more that fit those guidelines. So that’s eight out of 34,or 23.5 percent.
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