Email Pitching Mistakes to Avoid

Planning to send an email pitch to generate coverage? Here are some things to avoid:

• The #1 thing journalists hate is being misled or lied to. so make your pitches honest -- we have this spokesperson available, we are the leader in this field, etc.
• The more puffy and unbelievable your pitch is, the less time it will get
• Don't use the word "exclusive" if you don't mean it and don't have a previous relationship with the journalist. It screams "amateur hour."
• Avoid spam words like "work at home" that might trap your email in a spam filter
• Blocked lists: these are a major bummer, one of the downsides of technology. If you really truly need to have a relationship with a journalist who has blocked you, then go the extra mile -- write a hard copy letter, write to their boss, try to get a face-to-face appointment, and keep trying the phone, even their cell. And be prepared to tell them why you were blocked by mistake in 20 seconds or less.