rating Danskin Plus styles to show the to the gym or just to hang out in. ... - E-Mail Subject Lines • The vast majority of pitches today are sent to reporters, television producers, and bloggers via e-mail. Consequently, the most important aspect of the pitch is the subject line. If it doesn't ga interest and curiosity on the part of the receiver as they qu . of e-mails, it's deleted without a second thought. Such a challeng; of creativity on the part of the publicist to come up with a good < Ragan.com compiled a list of creative subject lines that generated media Here are some examples: • "Call it a display of Howly Muttrimony sealed with a sniff." dog wedding at a shopping center staged as a benefit for an anii group.) • "The Man Who Will End iPod Whiplash." (Story about an engineer v ated a new technique for searching music online.) • "Wearing Prada Can Be the Devil for Your Spine." (Story from a : volved in spinal therapy about women injuring their spines by lug- ever-larger designer handbags.) « "Weather to Pack Sunscreen or an Umbrella." (Story about a new weather service and its trip planner services.) • "Veggies for Dessert? Blue Cheese Gelato!!" (Story about new fruit and etable flavors for an ice cream store chain.) • "New Book Says Hormones May be Making You Fat." (Story about a loss program authored by a chiropractor.) Not all subject lines, however, need to be creative and clever. An infonna subject line, such as "Free Public Hurricane Seminar Tomorrow Night at Nauric satisfies the key word requirement and tells the receiver exactly what the stor about. As Margo Mateas, president of the Public Relations Training Comp writes in PR Tactics, "Writing a powerful media pitch doesn't take a lot of v It takes a lot of thought and planning. Put your effort into being succinct anc ; cise, and it will pay off." See the Tips for Success on page 159 for more guidel for writing an e-mail pitch. The Telephone Pitch • Despite the popularity of e-mail, it still remains somew impersonal and easy to ignore. Consequently, a case can be made for actually p. ing up the phone and having a real-time conversation with an editor or joi As Susan Balcom Walton and Nick Kalm explain in PR Tactics, "Pitching a st face-to-face, or at least voice-to-voice, can help develop stronger journalist relati* Writing for Mass Media

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Page 1: E-Mail Subject Lines sent to - College of Charlestonharwoodp.people.cofc.edu/PitchesEmailSubjectLines.pdf · E-Mail Subject Lines • The vast majority of pitches today are sent to

rating Danskin Plus styles to show theto the gym or just to hang out in. ...

E-Mail Subject Lines • The vast majority of pitches today are sent toreporters, television producers, and bloggers via e-mail. Consequently,the most important aspect of the pitch is the subject line. If it doesn't gainterest and curiosity on the part of the receiver as they qu .of e-mails, it's deleted without a second thought. Such a challeng;of creativity on the part of the publicist to come up with a good <Ragan.com compiled a list of creative subject lines that generated mediaHere are some examples:

• "Call it a display of Howly Muttrimony sealed with a sniff."dog wedding at a shopping center staged as a benefit for an aniigroup.)

• "The Man Who Will End iPod Whiplash." (Story about an engineer vated a new technique for searching music online.)

• "Wearing Prada Can Be the Devil for Your Spine." (Story from a :volved in spinal therapy about women injuring their spines by lug-ever-larger designer handbags.)

« "Weather to Pack Sunscreen or an Umbrella." (Story about a newweather service and its trip planner services.)

• "Veggies for Dessert? Blue Cheese Gelato!!" (Story about new fruit andetable flavors for an ice cream store chain.)

• "New Book Says Hormones May be Making You Fat." (Story about aloss program authored by a chiropractor.)

Not all subject lines, however, need to be creative and clever. An infonnasubject line, such as "Free Public Hurricane Seminar Tomorrow Night at Nauricsatisfies the key word requirement and tells the receiver exactly what the storabout. As Margo Mateas, president of the Public Relations Training Compwrites in PR Tactics, "Writing a powerful media pitch doesn't take a lot of vIt takes a lot of thought and planning. Put your effort into being succinct anc ;cise, and it will pay off." See the Tips for Success on page 159 for more guidelfor writing an e-mail pitch.

The Telephone Pitch • Despite the popularity of e-mail, it still remains somewimpersonal and easy to ignore. Consequently, a case can be made for actually p.ing up the phone and having a real-time conversation with an editor or joiAs Susan Balcom Walton and Nick Kalm explain in PR Tactics, "Pitching a stface-to-face, or at least voice-to-voice, can help develop stronger journalist relati*

Writing for Mass Media