Want a Reporter to Read Your Emails? Try These Five Tips


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