14 ways to get a reporter to quickly delete your pitch

I often sat at my desk, reading story pitches from PR pros. Any email can deliver a tip for a great news story. But who has time to read them all?

I’m a big believer PR pros should carefully choose the journalists they pitch. For example, you shouldn’t pitch a serious story to an entertainment reporter. Unfortunately, life is full of shortcuts and some in public relations prefer to throw targets at a dartboard. Those publicizing professionals don’t even take the time to address the reporter by name. They just send out group emails, dropping a line and hoping a fish with a notepad or camera will bite.

That’s where my shortcut came in. If a PR pro couldn’t even address me by name or take time to sensibly select the right journalist, I assumed that was someone who didn’t know much about reporters, me and the proper way to truly get their clients coverage.

The following 14 phrases are from real emails I received from PR pros who wanted me to cover their stories. They started their emails with these words instead of “Hi Keith.” I ended their chances of coverage, at least with me, by swiftly hitting delete before reading further.

• To News Media
• For Immediate Release
• Dear Media Colleague
• Good Afternoon
• Happy Holidays!
• Hi All
• Dear Friend
• Hi ya!
• Hi Everyone
• To:  Editors, Reporters and Producers
• Hi again!
• Hi Folks
• Hi there
• Greetings!