At Mission A, we collaborated with ExpertFile, with some surprising findings.

Having managed newsrooms in the past, I can admit to passing on my fair share of external pitches, and story ideas. So here is how to secure better coverage in today’s incredibly noisy market/

The Law of Averages: Merely a third of emails directed at media and journalists capture attention, and a mere 3% lead to meaningful engagement. Burdened by information overload, they often overlook irrelevant content. To truly stand out, your communication must ignite curiosity by addressing why your story matters and its timely relevance.

Hang Out Where the Action Is: To navigate the noise successfully, immerse yourself in the platforms where media sources their stories. Twitter (X), Facebook (FB), and Instagram (IG) provide a window into ongoing news discussions and emerging trends.

Focus on Personalization: Instead of inundating journalists with a deluge of pitches, invest your efforts in crafting a select number of precisely tailored proposals. Delve into their niche, recent work, and writing style. This personalized approach underscores your genuine dedication to their coverage domain, setting you apart from the crowd.

Best practices:

Strategic Timing: Optimal pitching hours are between 5 am and 11 am, particularly on Mondays and Tuesdays when journalists are most receptive due to breaking stories and assignments.

Efficient Pitches: Emphasize precision with captivating subject lines and concise pitch content, keeping it under 200 words for maximum impact in busy newsrooms.

Strategic Link Usage: Avoid overwhelming journalists with an excessive number of links. Include one or two relevant links at most and leverage streamlined expert profiles to effectively spotlight your specialists.

For the complete slides and video seminar, see here.