Typically, email is the most common form of communication between a reporter and a PR professional. Therefore, it is important to understand the basic and key elements of emailing with a reporter, especially when pitching a story. These tips will help your email look credible and stand out in an overflowing inbox.

Make It Personal
Reporters receive an enormous amount of emails. When possible, try and personalize the email. “Hi Kaitlyn, Hope you had a great vacation” or “Kaitlyn – Loved your piece last week on Texas restaurants” can go a long way.

In a sea of “To whom it may concern” and the numerous misspellings of first names, it is refreshing for reporters to see an email that looks like it is coming from someone that actually took time to learn a little bit about who they are.

Get To The Point
In most cases the story you are pitching is not going to be the most important email that reporter has ever received – so get to the point! After the introduction, quickly and concisely tell the reporter why you are reaching out to him/her.

No one likes to read an overly-long email. Summarize the press release in a few sentences. I usually think of this as an extended headline. This involves giving the reporter the who, what, when and where. Reporters are busy, give them the basics up front, but don’t overwhelm them with details.

Be Professional
Although email is seen as a somewhat informal way to communicate with one another, it is still important to be professional.

When pitching a story use:

• Proper grammar
• Complete and cohesive sentences
• Punctuation

Last but certainly not least, check your spelling and proofread.

Be Persistent
Sometimes pitching a story can get a little discouraging; days on end of sending out emails with little or no replies. Don’t let this get you down!

I have had multiple reporters tell me, “If you haven’t heard from me in several days, bug me again.” If you haven’t heard back right away, that doesn’t mean the reporter isn’t interested.

Follow up several days later to make sure your email has been received and see if there is any other information you can provide. In most cases this serves as a reminder for the reporter to go back and actually read the first email (I always include the original email in my follow up).

In a cluttered inbox a second, third or maybe even fourth email can catch the reporter’s attention and lead to the story you are wanting.

Work days are hectic and sometimes we forget the basics. This will lead to an email with no introduction and just a pasted press release or the opposite, an extremely long, blabbering email. Take the extra three minutes and utilize these tips, the reporter will appreciate it.

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