
Photo Credits, iStock: Delmaine Donson
By Rachel Jacobs
In public relations today, many clients seek coverage in a variety of outlets, ranging from trade publications to lifestyle and consumer media. As publicists, pitching stories and cultivating relationships with journalists are crucial parts of our daily tasks and why we are sought after and brought on to assist. When under pressure from clients to land a story, it can be tempting to send out mass pitch emails to journalists in hopes of pleasing your clients. However, this approach can backfire, especially when reaching out to multiple reporters or editors at the same outlet.
Recently, there has been a dialogue about the best practices for pitching multiple journalists at the same outlet. Should PR pros pitch multiple people simultaneously, or is it better to pitch a journalist and wait for a response before moving on to another? While reaching out to multiple journalists might seem like it could increase the chances of a quicker response, it can potentially create internal confusion at the outlet and lead to irritation. To avoid this, when pitching a new journalist after a pitch and follow-up have gone unanswered, it’s best to disclose that you have previously contacted one of their coworkers. This transparency helps the journalists coordinate internally and understand who is handling the story while maintaining the personalization of the emails.
Our relationships with journalists are what make us valuable as publicists. That is why it is always important to understand how your behavior is perceived by journalists and consider how you would feel if you were in their position. Strong relationships with them are the result of being thoughtful and personal in all of your interactions.