We surveyed over 500 publishers to discover how businesses and individuals can increase their noise:value ratio when trying to secure press. Through over 20 survey questions and open-ended responses, we were able to establish a full picture on what publishers want from content ideation, development, and pitching. Over 100 high-caliber sites responded, including but not limited to: CNN, Time, NY Times, Guardian, Forbes, CNet, MSN, Reuters, Daily Mail, USA Today, ZDNet, Tech Crunch, Mashable, MTV, Huffington Post, Slate, Real Simple, Business Insider, Babble, Examiner, PC Mag, BuzzFeed and LifeHacker.
2. This is a story
about a noise:value ratio
that has gotten out of whack.
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3. Editorial voices are outnumbered by public
relations professionals by almost 5:1
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“Many [PR professionals] have a
misunderstanding when it comes to
the difference between advertorial
and guest posts.” – Gigaom.com
“Too many submissions we get are
clearly just pitches for a company,
attempting to masquerade as thought
pieces, a press release dressed as a guest
post.” – TechCrunch.com
“Over time [guest blogging] has become
a more and more spammy practice.”
– Matt Cutts
14. Although most writers
publish one story per day,
44% of them get pitched a
minimum of TWENTY
TIMES per day.
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30. 64% of writers think it is of
some importance that you
establish a personal
connection before pitching.
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31. Use Twitter as a platform to
socialize with your prospects
weeks prior to the pitch.
Engage in blog posts.
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34. Put down your cell phone.
Stop spamming on social media.
Start writing sincere emails
to the best-fit person
for your campaign.
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35. Use a CRM such as BuzzStream
to manage your relationships.
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38. What time of day do you want to be pitched?
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39. Use a pre-scheduling tool to
send your emails in the early
morning hours.
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42. 88% of writers prefer a
pitch be less than 200
words. Check your word
count before sending.
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48. An overwhelming number said they want a subject line that is:
• Direct
• Concise
• Descriptive
• Includes keywords relevant to the writer’s beat
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54. • Do your research.
• Know the publication.
• Be relevant.
• Make it newsworthy.
• Know my beat.
• Don’t use all caps.
• Be personal.
• Be concise.
• Don’t cold call.
• Does it fit my beat?
• Use spellcheck.
• No giant attachments.
• Don’t pitch on social media.
• Know my audience.
• Avoid phony friendliness.
• Get my name right.
• Avoid the fluff.
• Tailor your subject lines.
• Die in a fire.
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“If I don't respond it's because I'm not interested. If I am
interested, I will email you back.”
– NationalJournal.com
“1) Don't send multiple emails and follow-ups. 2) Don't
follow up your email with a call.”
– Parents.com
“Do not call me 5 minutes later to follow up.”
– Geek.com
“Don't follow up so many times. If we're not interested,
we're not interested.”
– OutOfThePastBlog.com
“Unless I contact you asking for more information, don't
follow up 2 and 3 times asking if I'm going to write
about the story you sent me.”
– TheGoodWineGuru.com