Good lessons from bad PR pitches – April 2021 edition

The Muck Rack blog gathers ‘em, I break ‘em down.

Catch up on past editions: Mar., Feb., Jan.

See a three-year quantitative analysis of journalists’ complaints on Twitter here.

You shouldn’t have alerted us, Andrew 😉

We’re going to start getting PR pitches in our DMs aren’t we https://t.co/EW0twZKWhU

— Andrew Couts (@AndrewCouts) March 24, 2021

For a while, pitching via Slack (to journalists you have engaged with previously) will be a smart way to “think outside the (email in)box.” But soon Slack, too, will become oversaturated. Watch this column for the day when I see enough journalists complaining about this to call it over.

Don’t follow up same day

Same six hours:

I just got the exact same PR pitch sent my way within 6 hrs…the flak said: "Just forwarding this again, perhaps as you plan for tomorrow." The pitch didn't get any better the second time around, just saying.

— Jim 😷 Pavia (@jimpavia) March 25, 2021

Muck Rack’s State of Journalism survey shows that a full 90 percent of journalists are okay with receiving a follow-up email. But my guess is 0 percent are okay with getting followed up on the same day (unless something is on fire).

Check your replies (why does this need to be emphasized?)

So I got one of those generic PR pitches and lo and behold, it actually was about story I was researching at that very moment. I replied….and nothing. So…they can send the emails, they just can't reply to the emails….

— Charlie Herman (@charlieherman) March 25, 2021

I don't understand why I keep getting repeat PR pitches "following up" when my OOO says I'm out til the end of April. Do you think If you send it four times that will make me come off of medical leave and write your story?

— Jennifer Kite-Powell (@jennalee) April 12, 2021

This recurring complaint really surprises me. Must be pitchers blasting long lists and getting lots of auto-replies and not checking each one? There may be a diamond in there, like an NBC News producer who actually wants more info! Or you can at least remove the people who are on medical or maternity leave so you don’t annoy them.

On Mar. 31 and Apr. 1, every pitch should include disclaimer “This is not an April Fools’ joke.” Seriously.

My favorite time of the year: Replying to every PR pitch and asking if it's an April Fools joke or not.

— Steve Kovach (@stevekovach) March 30, 2021

me to every PR pitch that hits my inbox on April Fools' Day pic.twitter.com/RK3cCDOwNt

— Victoria Messina (@vicmessina) April 1, 2021

And if it actually IS an April Fools’ joke, don’t pitch it to media – insert shot at Voltswagen here. Put it out through your owned channels, and if it takes off, then pitch your industry media and marketing trades about how you executed a successful April Fools’ prank. Like these guys did.

Holidays that highlight your topic are often the WORST days to pitch your topic

It was the night before 4/20

And all through my inbox

Not a creature was stirring

JUST KIDDING, MY INBOX IS BEING CRUSHED WITH PR PITCHES FROM COMPANIES THAT THINK THEY CAN BREAK THROUGH THE 4/20 MADNESS

— Tom Angell 🌳📰ⓥ (@tomangell) April 19, 2021

happy absolutely wild earth day pr pitch season to all ye environment reporters

— Zoë Schlanger (@zoeschlanger) April 19, 2021

ffs enough with the earth day pr pitches, plz.

— Rachel Wagoner (@wagonerachel) April 19, 2021

OK so I am environmentally conscous, I eat a largely vegan diet, I use a green supplier of electricity, don't drive and minimise waste.

But the number of #EarthDay PR pitches I've got this week makes me want to burn my rubbish, switch to coal and turn every bloody light on!

— Ryan Morrison (@RyanMorrisonJer) April 20, 2021

Unless you have the best idea ever, or millions in ad support, you’re going to get lost competing against the people that have those things. Sit it out and find an alternative time element that none of your competitors are thinking about.

Faux customization always backfires

When I get PR pitches that start out with "I enjoyed your article" and the article in question is a weeks-old one titled "Council and planning commission discuss zoning updates" I get suspicious they might not have actually enjoyed it.

— Jade McDowell (@jademc07) April 13, 2021

The mood of most local journalists right now, summed up in one tweet

I told him I cover municipal govt on LI and how I wish pr people would do some research before making a pitch. He told me I should try to be kinder. I told him he should try being better at his job. He’ll probably be my boss one day 🙄

— Denise M. Bonilla (@denisebonilla) March 31, 2021

Can’t believe someone actually pitched this to WashPost

Worst pr pitch of the week? We have a winner:

Dear Karen,
It's riot season again, and the smell of tear gas is in the air.

— Karen Heller (@kheller) April 16, 2021

Mail merge fail that’s so bad it’s funny

Today in super effective inbox PR pitches:

"Hey Jim, I have a story I thinkSeattle Times, The would want to cover." pic.twitter.com/OWaIido48M

— Jim Brunner (@Jim_Brunner) March 29, 2021