According to Muck Rack’s 2019 State of Journalism Survey, pitching reporters is one of the greatest challenges among public relations professionals in 2019. Data shows that 61% of PR pros said identifying and engaging relevant journalists is difficult because of the shifting media landscape.
The survey found that engaging reporters with their preferred method of communication and reaching them when prepared to accept pitches was key to success. Although public relations professionals pitch through a myriad of channels, an overwhelming 97% of journalists said that a personalized email was most effective.
The survey also found that 65% of journalists preferred to be pitched before 11 a.m. Pitches should only be between 2-3 paragraphs, embargoes used in moderation and the journalists surveyed indicated it is acceptable to follow up with them, according to the survey.
Mornings are the best time to pitch journalists, according to the survey. In fact, 25% of journalists preferred to be pitched between 6 a.m. and 9 a.m., and 40% between 9 a.m. and 11 a.m.
Personalized email pitches, including being mindful of the time of day you’re reaching out, was the best way to ensure success, according to the survey. Pitching may indeed be an art and a science.