Most PR pitches are like gym memberships in January… sent with good intentions but ignored immediately.

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This month, we’re fixing that.

Some pitching insights on how to bypass the inbox traffic jam, ditch the press release graveyard, and steal a journalist’s homework (ethically, of course).

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Let’s start cookin’ some irresistible pitches. 🤤

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1 Way to Impress Journalists

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Most people are fighting for attention in the most crowded places. Email inboxes are overflowing with pitches, Twitter DMs get lost in the void, and LinkedIn messages never get opened. But here’s the secret. Journalists still appreciate the unexpected.

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It’s called the "Least-Crowded Inbox" strategy. Instead of competing with 500+ PR pitches in their email, try a channel where there’s almost no competition.

• Send a handwritten note. Reference a recent article they wrote and add some extra value. Almost no one does this anymore, so you’ll stand out immediately.
• Comment on their lesser-known content. Not the viral article, but that blog post or YouTube interview that didn’t get as much attention. They’ll notice the effort.
• Pick up the phone. Yes, really. Especially on a Friday afternoon when everyone else has checked out for the weekend. You might be surprised who answers.

Jessica Goble, a PR pro for a nationwide addiction recovery center, used this approach by sending postcards to nine journalists she wanted to work with. She introduced herself and the experts she could provide. Then she followed up with an email. The result? A quote in the LA Times.

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The takeaway. Success isn’t about a big break. It’s about doing what 99% of people are too lazy to do. Take the path of least competition, and you’ll get noticed.

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(Hat tip to Michael Smart for this insight.)

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1 PR Myth That Needs Busting: "Journalists Want Your Press Release"

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If you’re still blasting out press releases to every journalist you can find, I have bad news: Most of them don’t care.

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Journalists aren’t out there thinking, "I wish someone would send me another generic press release today!" Instead, they want stories… real compelling angles that have some shock and awe value to them. The angles they can’t find with a quick Google search.

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Here’s what works better:

• Personalized pitch that gets straight to why their audience will care, referencing the past articles they have written. (It shows that you have done your homework on them.)
• Subject line that makes them curious. If it sounds like a press release, it’s going straight to the trash.
• Exclusive angle. Journalists love when you offer them a unique take before anyone else.

Press releases still serve a purpose (hello, SEO and credibility boosters), but if you’re relying on them to land media hits, you’re playing the PR game on hard mode. Ditch the spray-and-pray approach and give journalists the love they want.

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1 Simple Fix for Better Pitches: The “Steal Their Homework” Method

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Most people write PR pitches based on what they want to promote. Big mistake. Instead, flip the script and pitch based on what the journalist actually writes about.

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Here’s how: 1) Google their name + “site: [publication].com” to see their past articles.
2) Spot patterns. Do they love writing about disruptive startups? Industry data? Personal founder stories?
3) Frame your pitch to mirror their style. Make it ridiculously easy for them to see why your story fits. 

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Example:

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🚫 Bad pitch: “We just launched a new AI tool. Want to cover it?”
✅ Great pitch: “I saw your article about how AI is reshaping marketing. We just uncovered 73% of marketers want to repurpose their video content with a click of a button. Here’s how we created the #1 marketing tool that marketers actually use… want an early look?”

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See the difference? Journalists don’t care about your product. They care about great stories. The easier you make their job, the more likely you are to get a “yes.”


Have a terrific March.

May the pitches be ever in your favor. 😉

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