1. Stop using the high priority function (with the red exclamation point). And definitely don’t mark your messages ‘urgent.’
2. Double pitching has traditionally been a no no – but depending on the situation, you can put several — not scores — of reporter’s names in one “To” line. That way they both know they have been pitched and in today;s world of reporters being “let go” it’s a safer way to pitch.
3. Personalize your emails. Can you believe people are still pitching via BCC? What are they thinking? Don’t blast emails — better to pay dearly for a service that can personalize your messages.
4. If it’s not news — don’t send it. Email means PR people can send stuff out that isn’t really useful — there’s less accountability. Reporters already get a bunch of garbage, and they’re less likely to open your emails in the future if they haven’t already flagged your [email address] for future deletes. Hold firm despite any pressure you may receive from your client or you could lose your credibility with the media. Treat email like you would a face to face meeting.
5. Identify the best times to send emails. If you’re going to send a press release, make sure it’s going out at the best time. For example, never send a PR email over the weekend.” Here’s why: 90 percent of what is sent on Saturdays and Sundays is spam. Many journalists bulk delete on Monday morning. They’re facing such a massive pile of spam at that time, that your release is likely to get lost.
Pro tip: send your emails out after 11:00 a.m. Again, inboxes have been filled with spam overnight. A journalist’s instinct is to clear the deck — to delete everything before the day really gets started. Tuesday, Wednesday and Thursday are generally the best days to send emails. It doesn’t matter what the target is — magazines, TV or dailies. Everybody’s getting spam in the morning and over the weekends.
-Dan Grody, TGPR