By Cassy van Eeden

One of the most popular ways to do this is by pitching your story idea to a journalist or editor via email. But this is not just any email, you have to get the recipient to buy into your idea and work with you to create something that they want to publish.

The basics

There is nothing that looks more unprofessional than an email with spelling errors. Paul J Krupin, operator at Direct Contact PR, says carefully re-reading your email and running a spell-check before hitting send, is crucial. He adds that there is also nothing wrong with asking a colleague to read through your email before you send it.

Krupin says the tone of your email should be polite and friendly but that it should carry a formal tone. “Avoid using slang, over-familiarity or anything that could be deemed aggressive, rude or offensive,” he says.

He adds that keeping sentences short, using bullet points and being careful about using colours and creative fonts in excess are important pointers to remember.

“After you have signed your name and position, make sure you include your contact details,” he adds.

Target the right publication

Contacting the media via email is essentially pitching a story idea to them. Before you begin your pitch it is important to understand each publication’s target audience.

“If it’s a local newspaper, magazine or website that only covers local companies, focus on that angle,” says director of communications at Shopify, Mark Hayes. “If it’s a national or international publication, look for something that will have broad interest but also has a unique perspective that brings something new to the table.”

Krupin says public relations practitioners should target narrowly and carefully. “Don’t broadcast a query … to irrelevant media. Pick your target media carefully, based on the industry or relationship of the media you are targeting,” he says.

Think like a journalist

Your email pitches are more likely to be read and considered for publication if you structure your message in a way that leaves very little for the journalist to do.

“Study the media you are writing to,” says Krupin. “Write the way the editors write. Make it easy for them to use your submittal.”

Cheryl Connor, founder of Snapp Connor PR, says, “When you make your pitch, let the writer know how and where your idea might fit.”

Vary your angles

Another way you can increase your chances of being considered for publication is by pitching several angles to the reporter or editor in your email. This immediately leaves less work for the recipient to do. Remember that the journalist you are emailing will usually need to pitch the article you have submitted, to their editor. If you give them everything they need to make their pitch, there is a greater chance of securing publication.

Hayes says: “It doesn’t hurt to try a different story angle. The key is to get your awesome story out, even if it’s not the first thing you thought would be interesting.”
What are your thoughts? Do you have any PR emailing tips? Share them in the comments below.