Let’s face it: you’ve seen some terrible pitches. PR pros have hit “send” on press releases about products you’d never cover, addressed emails to “Dear [Insert Random Name Here],” and pitched stories so irrelevant, you wondered if they’d mixed up their media lists entirely.
On behalf of PR professionals everywhere: we’re sorry.
But let’s dig deeper—because bad pitches don’t happen out of malice (or at least, we hope not). They’re often the result of tight deadlines, miscommunication, or a misguided attempt to check “media outreach” off the to-do list. The good news? We can do better. Here’s a humorous yet heartfelt take on the most common mistakes we’ve made—and how we’re working to fix them.
1) The Copy-Paste Catastrophe
You open your inbox to find a pitch that starts with:
“Dear [Random First Name], we love your blog about [insert topic here].”
Oof.
This is the result of email automation gone rogue or a rookie mistake in email personalization. We know that when you see this, you’re already hitting delete.
Why It Happens:
Email automation tools are a double-edged sword. While they make large-scale outreach faster, they can easily strip away the personal touch. Add in the pressure to meet quotas, and you have a recipe for cookie-cutter disaster.
Our Promise:
We’ll slow down and make sure each pitch is tailored to you. If we’re reaching out, it’s because we’ve read your work, not because our media database said so. Real connections come from genuine effort, and we’re here for it.
2) The “Why Are You Emailing Me?” Pitches
Tech journalists don’t want to cover skincare launches, and sports reporters don’t care about artisanal jam (unless it’s a halftime snack). A mismatched pitch wastes everyone’s time.
Why It Happens:
Sometimes, it’s a misunderstanding of your beat. Other times, it’s a desperate “throw spaghetti at the wall and see what sticks” approach. Neither is acceptable, and we know it.
Our Promise:
We’ll research your beat before hitting send. If we’re pitching you, it’s because we believe the story genuinely aligns with your interests and audience. If not, we won’t waste your time.
3) The Wall of Text
Some pitches are so long, they might as well be novels. By the time you scroll to the end, you’ve forgotten what the email was even about.
Why It Happens:
PR pros sometimes feel like they need to justify why their story matters. Instead of getting to the point, they over-explain, hoping you’ll “get it” by the fifth paragraph.
Our Promise:
We’ll get to the point. Short, snappy, and scannable pitches are the new black. If you want more info, we’ll attach a press kit or schedule a follow-up.
4) The Bait-and-Switch
Our subject line promised you breaking news, but our email was about… a local bakery opening its 12th location. Classic bait-and-switch.
Why It Happens:
Clickbait culture has seeped into pitching. The intent is to grab your attention, but it often backfires. No one likes feeling misled.
Our Promise:
We’ll keep subject lines honest. If we say “Game-Changing Tech Update,” we’ll make sure it’s actually, you know, game-changing.
5) The Follow-Up Frenzy
If you’ve ever received seven follow-ups to a single pitch, you probably understand the term “PR burnout.”
Why It Happens:
PR pros are trained to “follow up or fail,” and reporting tools often measure success by the volume of responses. But pestering isn’t the same as persistence, and we know when to stop.
Our Promise:
We’ll be respectful of your time. One (maybe two) polite follow-ups is plenty. After that, we’ll take a hint—and we won’t hold it against you.
6) The No-Context, No-Thanks Pitch
You’ve received a pitch with zero explanation about why it’s relevant to you, your audience, or your publication. Maybe it’s a random attachment with no email body, or a vague, single-sentence email like:
“Hi, would you like to cover our new product launch?”
Why It Happens:
Inexperience. Some PR pros forget that journalists need context to see the value in a story. No one wants to play detective just to figure out why they were contacted.
Our Promise:
We’ll always give you context. Why are we reaching out? What’s the hook? Why would your readers care? If we can’t answer those questions, we won’t bother you with the pitch.
7) The Timing Is All Wrong
It’s 4 p.m. on a Friday, and your inbox pings with a pitch labeled “URGENT.” You sigh because nothing in PR is ever that urgent—except maybe crisis comms, and even then, you’ll get to it Monday.
Why It Happens:
Sometimes, PR pros forget that timing matters just as much as content. Sending pitches at inopportune moments can make even the best story fall flat.
Our Promise:
We’ll respect your schedule. No Friday-afternoon “urgent” pitches. No late-night follow-ups. We’ll aim for the sweet spot when you’re most likely to see our email and have time to consider it.
A Little Credit Where It’s Due
Not all pitches are bad! Many PR professionals do take the time to craft thoughtful, relevant emails. When the magic happens, we connect journalists with incredible stories, groundbreaking innovations, and inspiring human-interest pieces.
To our PR colleagues: remember those wins! They’re proof that when we respect journalists’ time, research thoroughly, and add genuine value, we can foster amazing collaborations.
What We’re Doing to Improve
Look, we know saying “sorry” isn’t enough—because chances are, while you’re reading this, someone else is clogging your inbox with another cringeworthy pitch. So, here’s what we’re actually doing to make things better:
1) Less Blasting, More Bonding
We’re cutting back on the mass-email madness. Instead of flooding inboxes with one-size-fits-all pitches, we’re focusing on building relationships and sending fewer, more meaningful emails. Quality over quantity, every time.
2) Personalization That’s Actually Personal
No more “Dear [First Name].” We’re making sure every pitch is tailored to you—your beat, your audience, and even the little quirks that make your writing unique. If we don’t know why you’d care about our story, we’re not sending it. Period.
3) Keeping It Short and Sweet
Long-winded pitches are officially on our “don’t” list. We’re practicing the fine art of brevity—giving you just enough info to pique your interest, with easy ways to get more details if you’re intrigued.
4) Timing It Right
We’ve learned that Friday at 4 p.m. is not the time to pitch. (Shocking, we know.) We’re also steering clear of the “follow-up frenzy” that makes you want to block us. One polite nudge, and we’ll take the hint.
5) Listening to Feedback
If we send a bad pitch—and hey, it might still happen—we’re all ears. Got advice? We’ll take it. Got complaints? We’ll fix it. Got a restraining order? Okay, we’ll really stop.
6) Prioritizing Real Connections
You’re not just an email address on a list. We see you as partners in the storytelling game, and we’re here to make your life easier, not harder. Let’s work together to create stories that are worth writing—and worth reading.
Dear Journalists, Thank You
For reading our emails (even when they’re bad). For responding (even when it’s to say no). For calling us out (because accountability makes us better).
Your work inspires us to do better, and we hope this letter brings a smile to your face—and fewer groans to your inbox.
Here’s to better pitches, stronger partnerships, and the stories that connect us all.
Sincerely,
Your (still improving) friends in PR
