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8 E-Pitching Mistakes to Avoid

By Joan Stewart

Here are 8 mistakes you shouldn’t make when pitching the media through e-mail.

Don’t send a release by e-mail if you aren’t absolutely certain the reporter wants it that way. Many don’t.
Don’t write an e-mail news release that would normally be 3 or 4 pages of written copy. The shorter, the better.
Don’t put "News Release" or "For Immediate Release" on the subject line. Be specific. Explain in two or three words what the release is about. Some reporters get as many as 200 e-mails a day.
Don’t send news releases as attachments. Many reporters refuse to open attachments for fear of viruses.
Don’t send "dot doc" files that can take up to 100 kilobytes of space.
Don’t include only e-mail contact information because it smacks of spam. Include phone and fax contact info, or a web address.
Don’t send mass anonymous e-mails. Make sure each one has an editor’s name on it.
Don’t send an e-mail news release without first sending it to yourself to see how it will look on the screen.

Need more help with pitching? Joan's "Special Report 7: How to Write the Perfect Pitch Letter that Convinces an Editor to Write About You" will show you how to write a pitch letter, explain what you must mention in your pitch, give instructions on how to deliver it, show you a great example of a pitch letter, and give you lots of ideas worth pitching. Order it from the Special Reports section of her website

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Joan Stewart helps businesses, non-profits and government agencies establish their expertise, enhance their credibility and position themselves as the employers of choice by developing and maintaining good relations with the print and broadcast media. She is a speaker, trainer and consultant with The Summit Group, LLC based in Milwaukee, Wisconsin. Joan has 22 years of media experience as a newspaper reporter and editor.She is a member of the National Speakers Association and the 2000-2001 president of Wisconsin Professional Speakers Association.

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