PRs - this is what will make your emails stand out to journalists

OK, so following my post on 'What not to send to journalists: The PR pitch mistakes to avoid' , I figured it made sense to be a little more positive by sharing the many things that will make your PR email stand out to a journalist*. They're all really simple to be honest, but often the simple things get overlooked...

*As before, this is my opinion. I cannot speak for all journalists. Just some.

1. Shock stats -Because who doesn’t love a stat? Plus, one simple stat can be the gateway to many, many clicks on an online article. If it’s a trend piece, stats based around TikTok/Google search growth are always really helpful too.

2. A graph or infographic- Love, love, love. Gimme more.

3. A headline that’s super relevant to my area of writing - So for me, health, fitness, wellbeing…and a scattering of skincare. Although it’s fine to send journalists releases on topics that are totally irrelevant to them (I had a release on cat food once…), you might not get the replies you hope for.

4. Food samples - A release about a new food item is great, but a release about a new food that also offers freebies, even better! No-one is turning down a food freebie.

   
   
   
   

   

   Food. Is. Life.

   
   

5. Qualified experts - Naturally, if I write an article on a health topic, then the expert I use needs to be qualified and/or registered, The reader needs to trust them. So, A founder of a brand for example, whilst knowledgable, won’t be my first choice when I need advice on how to look after the gut.

6. A good array of pics- If a release is showcasing a new product, then hi res cut outs and lifestyle shots are great. When I submit an article, the pics team then have a good selection of pictures to choose from.

7. Reference to national days or events- As a freelancer, I will often pitch stories based on upcoming calendar events…for example Valentine’s Day. So a release that’s hooked on an event (including obscure events) is really helpful. Ideally sent well ahead of the event itself. For context, I am collating ideas for spring/early summer now and when I worked in-house, we were working on Christmas in July. Mince pies in the summer heat is not a vibe.

   
   
   
   

Want some advice? Or need help writing your press releases in a way that will appeal to journalists? Drop me an email...

A very nice work spot in Denmark, Australia