Asking for a Friend: PR Questions You’re Too Nervous to Ask
Ever been in a meeting or networking event and thought, “Should I ask that?” or “Will they think it’s dumb?” Trust me, I’ve been there, and I promise you’re not alone. So, I decided to share questions I was scared to ask and what I’ve learned.
Media Lists
What is a media list?
A media list is an organized list of journalists, editors, producers, and writers covering your industry with their emails, recent coverage, and pitching preferences.
How often do I actually need to update it?
Media moves fast! Journalists often change outlets, beats, or contact info. Refresh your list every 3 to 6 months or before a big push.
How many contacts should be on my list?
Quality over quantity; 15-30 dedicated journalists produce better outcomes than a broad pitch to many.
Where do I start looking for the right journalists?
Start by reading articles in outlets you’d like to be featured in and note their authors. Build lists with tools like Muck Rack or Cision, or search keywords on X (Twitter) and LinkedIn to find active reporters covering your field.
Pitching
How long should I wait before pitching a story after a press release goes out?
It’s best to pitch before the press release goes out. Offer journalists an embargoed pitch 3–5 days before your announcement so they have time to schedule interviews and prepare their stories to align with our news.
What is the difference between pitching local vs. national media?
Local media really care about how things affect the community, what's happening in the neighborhood, and regional trends. National media looks for large-scale data, culturally significant stories, or exclusive rights to a major story.
Should I call a journalist if they don't answer my email?
No, unless you're dealing with breaking, urgent crisis news; most journalists today find phone calls annoying. It's better to stick with email or direct messages on social media if they list DMs for tips.
What does a beat mean in PR?
In public relations, a beat is a journalist’s specific coverage area, like tech, local politics, or healthcare, rather than general news.
A successful pitch is about getting a high-value story to the right person and making their job easy.
Press Releases
How long should a press release be?
A press release should ideally be between 350 and 500 words—rarely more than a page. Journalists tend to skim, so if it's too long, the main point might get lost or ignored.
When is the best time to send a press release?
Midweek mornings—specifically Tuesday, Wednesday, or Thursday between 6:00 AM and 9:00 AM in your target market's time zone. Avoid Monday mornings (when inboxes are overflowing) and Friday afternoons.
Should I send a press release as a PDF or email attachment?
No. Never attach PDFs or Word documents to a cold media pitch. Attachments trigger spam filters and slow reporters down. Paste the press release in the body of the email, below your pitch.
What does embargo mean?
An embargo means sharing the press release with a journalist before the official announcement date, with an agreement that they won’t publish their story until a specified date and time.
The Most Frequently Asked Question is…
What is the difference between a press release and a pitch?
Press release: A formal, factual announcement written in a news-story style for publication.
Pitch: A personalized, short email (under 150 words) sent directly to a specific journalist, explaining why their readers should care about the news in the press release.
Now you can feel confident going into your next meeting or networking event!
Need Some Extra Help?
Message me and follow me on Instagram (@maddiebasaracreative) if you’re interested in working together!
