I’ve spent my entire career as either a consumer or producer of story pitches and there are several truths that have stood the test of time.
In a post discussing a recent Muck Rack survey of journalists, PRNEWS hit on a point that bears repeating. In a list of reporter responses outlining what comprises the perfect pitch, the author included this:
- “69% prefer pitches under 200 words”
(For context, this post totals 197 words, headline excluded.)
There are a lot of reasons this may be true, many tied to the current environment in which reporters are under pressure from newsroom cutbacks, a lightning-fast news cycle, greater scrutiny and increased overall responsibilities.
The most important, however, is the simple fact that short and to-the-point email pitches – written in clear, jargon-free prose – work best.
They capture the reporter’s attention. Make a powerful case. Demonstrate respect for the journalist’s time. And leave the door open for follow-up.
Stuffing your pitches with extra facts, multiple proof points and complex language will only detract from their power. Whether coming from a founder, communications-team member or agency representative, the ability to crystalize pitches into their simplest form is an absolute requirement for success.
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