How To Write Media Pitch Subject Lines That Capture Journalists’ Attention
ChicExecs VP of Public Relations and Digital Marketing, Kristen Wessel, shares tips for writing media pitch subject lines that capture journalists’ attention on Forbes blog. Here’s a highlight.
Media pitches are one of the best ways to get your brand featured in a big-name media outlet. But pitching isn’t easy: As I’ve written about before, chances are good that, no matter how awesome your pitch is, the majority of journalists won’t respond to your email.
What’s going on?
The biggest issue is that most email pitches focus too much on the body of the message and not enough on the one factor that determines whether a journalist sees your pitch: the subject line.
If you’re sending out dozens of pitches and haven’t heard back, try tweaking your subject lines with these seven tips.
1. Avoid Spam Trigger Words
Many email clients will filter your message to the Spam or Trash folders if it contains spammy-sounding words and phrases.
2. Drop In A CTA
Aside from giving you a feature, is there something you want the journalist to do after they see your message?
3. Don’t Scream At Them
Subject lines in all caps definitely get attention, but for all of the wrong reasons.
4. Just Say No To Clickbait
Look, clickbait can work for news stories, but most journalists don’t want to see it in their inboxes.
5. Offer An Exclusive Story
Seventy-six percent of journalists will be more likely to cover a story if you offer them an exclusive, according to 2019 Muck Rack data.
6. Personalize The Subject Line
The more relevant you can make your pitch’s subject line, the better.
7. Keep Your Subject Line Short
It might sound like you need to cram your subject line full of lots of details, but the best thing you can do is to keep it short and sweet.