One of the first basic lessons you quickly learn when beginning a career in public relations is that reporters are extremely busy people. They are constantly trying to meet deadlines, coordinate interviews and stay on top of breaking news.
From the point of view of a public relations practitioner, it is important to communicate with journalists in a strategic way to ensure you are providing them with useful information in an efficient manner.
Once you have a well-crafted pitch and a targeted media list, it’s time to think about the next step before you hit send on your email: the subject line.
While I have never seen the email inbox of a reporter, I can only assume it is constantly full. The first part of a pitch that any reporter will see is your subject line, so what will make them take the time to open the email and keep reading versus hitting delete? Below are my tips for writing an effective subject line:
Chances are you have put a lot of thought and hard work into crafting the perfect pitch. It would be a disservice to both yourself and your client to let it get lost in the sea of a journalist’s inbox.