As someone who has spent many years in the PR industry I’ve sent out a lot of pitches. Lately I’ve noticed an interesting trend: many of them have an open rate of over 90% with some even reaching the elusive 100% (Source: Muck Rack analytics). When I first saw these numbers I was both thrilled and curious about what made these pitches so successful. After reflecting on my recent media outreach efforts I’ve identified a few key strategies that have significantly boosted my open rates. Here’s what I’ve learned:
Craft Engaging Subject Lines with the Right Keywords
While this might sound obvious, it’s been a game-changer for me. I’ve found that subject lines are everything and it’s worth the extra time to get it right. You have just a few seconds to grab a journalist’s attention, so the words you choose matter more than ever. Using clear, compelling language and integrating keywords related to the journalist’s beat makes the pitch feel immediate and relevant. Over the past few weeks, I’ve had great success with subject lines that directly speak to the journalist’s audience or current interests, which increases the chances they’ll open the email. For example:
Before: New Report on Substance Use Health and Mental Health Services in Ontario
Now: CAMIMH Report Highlights Ontario Government’s Failure to Provide Substance Use Health and Mental Health Services
The updated version feels more urgent, specific and tied to a timely issue, making it more likely to catch the journalist’s eye.
Curate a Well-Researched Media List
A successful pitch is only as good as the media list you send it to. I’ve learned that tailoring the list to the specific topics I’m pitching is crucial—the more relevant the recipient, the higher the chance they’ll engage with your content. I spent extra time recently refining my media lists, ensuring I was sending pitches to journalists whose coverage aligned perfectly with my pitch topics. For example, while pitching for a client in the vision health space, I make sure my media list includes journalists who specifically cover eye health rather than general health topics. While this refined approach results in a smaller list, it leads to more targeted outreach, generating greater interest and increasing interview opportunities.
Timing Is Everything – Send Your Pitches in the Morning
While many know most story assignments are set early in the day in editorial meetings, I saw a noticeable improvement when I sent pitches between 8:30 a.m. and 10:00 a.m. By hitting their inbox right as they’re planning their coverage, you increase the chances of your pitch being one of the first things they see and consider. This tactic has worked wonders, especially when I’ve sent out time-sensitive or trending topics.
Personalize Your Pitch Whenever Possible
When I first started pitching, I used to take a more generic approach. Over time, I realized how much more effective personalized outreach is. Tailoring my message to each journalist, mentioning specific stories they’ve written or highlighting a point that’s directly relevant to their beat, has made a huge difference. I’ve seen a marked improvement in open rates and responses when I add personal touches that show I’ve done my homework on their work and audience.
Follow Up – But Don’t Overdo It
I’ve learned that a follow-up email can be a great way to keep the conversation going without overwhelming the journalist. To be honest, I don’t expect a response from a journalist until I follow up on the original pitch, ideally after a couple of days. A gentle nudge can do the job, but I’ve also learned the right balance is important. Too many follow-ups can be a turn-off, so I make sure to limit and space out my communications appropriately.
These strategies have been game-changers in improving my pitch open rates and overall media outreach success. While there’s no one-size-fits-all approach, focusing on well-researched pitching not only grabs attention but also builds long-term relationships with journalists leading to better coverage opportunities over time.
