Email Pitching Mistakes to Avoid

Last Updated Oct 6, 2008 10:57 PM EDT

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.
  • Jon Greer

    Jon Greer has been analyzing media and PR for more than 25 years. He's been a journalist and a PR executive, and has been a featured speaker for many years at the Bulldog Reporter Media Relations Summit, and served as Bulldog's Editorial Director for their PR University series of weekly how-to audio conferences.

    Jon provides PR services including media relations and freelance writing to clients including start-ups, law firms, corporations, investment banks and venture capital firms. In addition, Jon provides spokesperson training. Learn more about Jon's training programs at The Media Bridge.