How not to do it
Real example, keeping brand confidential Subject: Press release: Airline brand opens a base in Location ! Dear journalist, Attached you’ll find a press release about the arrival of airline brand in Location. If you’d like more info feel free to contact me.
How not to do it
Real example, keeping brand confidential Irrelevant for journalist that received it No personalisation No clear value proposition for the journalist All recipients in CC Press release in heavy PDF attachment (1.5MB) Media assets via Dropbox link at end of 5-page press release
email pitch + social prezly
+ web Publish stories on your online newsroom. Having social media press releases makes it easy for people to share your stories and for people to find them via search engines. Traffic distribution on social media newsroom
An example social media press
release prezly ✔ High resolution photos ✔ Infographics ✔ Low resolution image previews ✔ One-click visual downloads view ✔ Easy to share on social, A PR CRM like Prezly automatically including detects visuals the social profiles of your media contacts. ✔ Works well on mobile devices ✔ Optimised for search engines
4% 59% 37% 2-3 sentences
2-3 paragraphs 500 words 1,000 words prezly The perfect media pitch according to 25k journalists What is your ideal pitch length?
Lack of personalization Too lengthy
Bad timing Confusing subject line Large attachments 2,9 10,4 15,4 21,9 28,7 Aside from irrelevant subject matter, what factor is most likely to make you immediately reject a pitch? prezly source 〉
From: 1 A specific ‘from
line’ Frederik from Prezly prezly This tells you who the email is coming from, as well as which company I work for… all before you even open my email.
Subject: 2 A short and
clear subject line Relevant, timely & inspire curiosity 33% open email based on subject line alone. Keep it to 50 characters or less. list of best practices drawn from analysing 200 million emails prezly
Body: 3 A brief &
relevant introduction I saw your tweet about Gen Y employees and thought you might like to learn the surprising results of a new study. Who you are and why you’re reaching out. Tie it to something personal. prezly
Body: 4 A value proposition
Your latest article about Gen Y got a lot of buzz. Sharing the results of this study could be a great follow-up for your readers. What’s in it for them? prezly
Use these insights to get
to know your contacts better. Make it a habit to review the email behaviour of your contacts regularly. If your contacts aren’t opening and clicking on your pitches anymore, please, stop spamming them.