Getting PR for your startup can be a challenging task, especially because all you have is an email to stand out and make your pitch. However, there are best practices that have proven effective by research while attracting attention towards your email. 

Since journalists are busy (80-100 emails a day) and are being bombarded by pitches almost all the time, a quick glance should be enough to have them click your email and read it. 

We have got some tips up our sleeves that we have learned over time while pitching to press.

1.  Story that can go Viral

Storytelling is by far a favorite in the world of marketing. This is only a natural extension. Journalists are constantly looking for stories that have the potential to reach a few thousand or even million people. These days online content marketing is the way forward for new age media. 

Within your email body, give the brief of the story in pointers and shoot out your email. 

Example Template

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Template Credit : Hey Press

2. One Liners work

A one-sentence pitch grabs instant attention. 

For instance your one liner can be a success story. And your subject line can be - “How we clocked 1 lakh downloads in just 1 month” or “From earning Rs. 10,000 a month to leading a Rs. 250 Cr IPO”. 

Or, it could be as simple and straightforward as this. 

Template Credit : OK Dork

3. What’s in it for them?

The perfect pitch needs to be short, to the point and explain exactly how that piece would be of mutual benefit. 

  • Keep the body of the email short, between 180-200 words.
  • Lose the blubber and get straight to the point
  • End with exclusivity. 

Template Credit : Mathew Barby

4. Information & Invitation

Any time that you have an event and it is newsworthy, invite the press whilst informing them. It could be a webinar, an online chat, a launch or a product review. Get them involved and your startup will already offer a lot of meat for PR. 

Template Credit : Hey Press

5. Keeping it Relevant & Real

Telling the journalist that you follow what they write is a good way to connect with them. However, try not to copy paste a typical template and ruin your chances by making it sound like one. Be real and type out and read what you are actually going to insert in your email.  

This would be the perfect template example for this pointer. 

Template Credit : OK Dork

6. Punch, Power & Humor

Follow relevant journalists on Social Media and probably they will make announcements on what they are writing about online. 

And then pack your story with punch, power and humor. 

Template Credit : Art of Emails

7. Keep it short

 Shorter emails get read more simply because it takes less time. Pack in all the other details in a press release and do not forget the exclusivity hook. 

Template Credit : Hey Press

A short email could also be a relationship building activity. If you let a journalist know that you read them ardently, eventually it will result in a healthy relationship. 

Just drop in a tip or point of view once in a while. 

Template Credit : Art of Emails

8. Data Wins

Sending across a report, infographic or any kind of representation of data can be appealing for journalists. It is of real value and meaning to their readers. 

The pros of sending data can be numerous. 

  • Repeat this activity every fortnight or month 
  • Own a space when it comes to data driven articles
  • Never get rejected 

Template Credit : Art of Emails

9. Don’t pitch via a tweet or a post

The downsides of being cool and using the internet can be tricky. While you can build relationships and network on Twitter, be careful when not to use it for professional reasons. Also, it is practically impossible to give the guy/girl all the information about your news. 

10. Try and be less graphical

The problem with sending images as invites or information is trying too hard to not get yourself covered. If the journalist cannot copy paste, however beautiful your graphic was will be regardless. 

11. Call to Action

Another way of having a brief email is to let the person know that it is great to have a call for more details if the initial news interests them. 

Also, you should now get a vibe of the various important elements of an email. To-the-point, interesting information, a word limit and invitations. 

Template Credit : Start Up Grind

Mixing up various elements to make your own template that works for you in the long run should get you optimum PR without the support of a professional. Try and keep your calling to a minimum and converse via emails. This will surely earn you brownie points. 

Begin by making a list of the right publications with readers who will be interested in reading your story, reporters that write on topics related to your story, guessing email formats and then successfully writing your pitches.