All PR pros have their our own techniques when it comes to e-mail pitching. But more often than not, I’ve heard complaints across the industry of pitches that are too long. And it makes sense: people, especially editors and reporters, are busy. If they’re too busy to pick up their phone (did I mention you already tried calling them 10 times?), then what makes you think they have five minutes to read your e-mail pitch that (in their minds) is just more garbage from that pesky PR person?

The fact of the matter is, they don’t. One look at your 800 word pitch and that baby is going to get deleted. That means all the time and effort you put into painstakingly crafting your e-mail pitch, delicately weaving in as many key messages as you can without it being too much of a stretch and scrutinizing over every last word, has been deleted without so much as a glimpse from the receiving end.
In this digital age, marketers and PR pros are vying for the divided attention of anyone with a byline — whether it’s online or in print. Add the distractions of several assignments, the stress of an approaching deadline, a noisy work environment, hunger, fatigue and whatever else might pop up in a normal work day of a writer: you’re left with a window of opportunity consisting of merely seconds. This is why you need to keep it short, simple and sweet to catch — and hold — their attention:
Line 1: Catchy Introduction. Make it quick and snappy. This is where word play and numbers (if you have them) come in handy.
Line 2: Make It Relevant. Why is the information is relevant to this particular person, their publication and their readers?
Line 3: The “Ask.” Obviously the ultimate goal is to secure coverage but what do you hope to achieve from this particular pitch? A request for more information or a sample? What?
Have you used the three line pitch in the past for media outreach? Was it successful or unsuccessful? If you haven’t, give it a try on a day of slow pitching and see how it works.