10 journalist responses that offer lessons for PR pros

It’s harder than ever to earn a journalist’s attention, and you should be proud if you can do it simply by writing a compelling subject line or a snappy pitch. However, good outreach doesn’t just stop after a writer confirms or declines interest for a story.

In 2018, our team recorded every single reply we received from a writer in response to a pitch. In an internal study, we analyzed over 300 of these responses from that year.

Here are 10 things we learned from this analysis:

1. Have an expert available and ready to provide commentary.

“What I’d love is an official statement about the findings to include from someone major in your company, to underscore what you researched.” – Staff Writer, Digital Music News

There is nothing worse than having to tell an interested journalist that you don’t have anyone on your team available for comment. By not meeting this basic expectation, you’re sending a signal to the journalist that you’re not reliable or trustworthy.

2. Sometimes, it’s out of a journalist’s control.