Is Your Press Launch or Media Pitch Responsible of Data Overload?


Communications, public relations, and advertising messaging may be each proactive and reactive, which can be why they appear so pervasive. Add to that the onslaught of stories and different content material coming in by your information apps, electronic mail newsletters, social media streams, your work and private electronic mail communications, and RSS reader — and you’ve got fatigue from data overload!

What’s data overload?

Data overload happens while you attempt to devour an excessive amount of data or knowledge directly. It occurs while you attempt to take up extra data than is humanly potential. Data overload (aka ‘infoxication’) overwhelms the mind, negatively affecting decision-making and creating confusion. It might additionally contribute to burnout and knowledge nervousness.

Seth Godin wrote and has famously been quoted, “When you overload the person, you prepare them not to concentrate. Extra litter isn’t free. In actual fact, extra litter is a everlasting shift, a desensitization to all the data, not simply the final bit.” Godin wrote this in 2010, however it might be much more true as we speak.

Media relations and PR professionals should heed Godin’s recommendation or endure the implications of being ignored, or worse, getting blocked by a journalist when making an attempt to pitch them.

Media utilization and overload

We stopped having to look out the information about 10 years in the past; it finds us wherever we’re. A 2014 research on media utilization and advert publicity revealed a typical grownup’s day by day media consumption was almost 10 hours. (The most recent research present barely decrease numbers, but it surely’s tough to search out dependable statistics.)

A napkin with a cup of coffee and a pen. Word cloud on napkin depicts information overload causes and results.As well as, Zippia studies that the common American is uncovered to 4,000-10,000 adverts per day for every individual – almost double what the common individual noticed in 2007. It’s no marvel we so typically really feel overwhelmed.

And that’s the “common” individual. Think about how journalists and bloggers should really feel. Journalists already need to juggle and grasp data administration – particularly when you think about that many are receiving over 100 pitches a day.

Keep away from overwhelming (or underwhelming) journalists

Because the media panorama continues to evolve, many newsrooms have shuttered or skilled current layoffs, and journalists are discovering that they’re dealing with a number of beats (topics) and are carrying different hats past that of conventional journalists.

At the moment’s journalists face job instability by layoffs, closures, and furloughs. Those that are left should do the work of laid-off employees (typically with no extra compensation). Like many communicators, journalists are adapting to new know-how and codecs. And, in recent times, sadly, they’ve needed to deal with intimidation, harassment, disinformation claims, and even bodily threats. In keeping with the newest UNESCO-ICFJ survey, 1 / 4 of respondents reported experiencing psychological well being impacts resulting from all of the above.

It isn’t an choice to cease issuing press releases or pitching the media, so how do you retain yours from being misplaced within the thicket of data and exacerbating journalists’ data overload fatigue? Listed here are six finest practices to comply with.

  • Lead with the hook, hook with the lede. The lede (first sentence or “hook”) must be clear and concise. The information in each your pitch and press launch have to be apparent. You could have only some seconds; the longer you make your level, the upper the prospect you’ve misplaced the reader.
  • Craft the proper headline/topic line. The headline ought to clearly describe what your press launch is about whereas together with key phrases (for SEO). Attempt to get it right down to 6-12 phrases or much less (about 55 characters), maintaining in thoughts that Google’s search outcomes solely show the primary 63 characters, based on award-winning writing coach Ann Wylie. In the event you’re not an web optimization skilled, you may attempt a web-based headline analyzer like one in all these.
    And your electronic mail pitch topic line is each bit as essential as the discharge headline—maybe much more so. Attempt to get it right down to 9-10 phrases or much less (about 50 characters). Vintage businessman concept pointing on the wall with text "This is too much", wearing futuristic helmet at office. Though some counsel that 12-14 phrases are okay, the final a number of phrases will probably be truncated when the recipient previews their electronic mail. On cellular gadgets, something over 40 characters might not be seen. Personalize the pitch by utilizing your media outreach analysis. Say solely sufficient to pique the journalists’ curiosity and get them to open the e-mail. Don’t use deceptive (clickbait) topics — you don’t need to get despatched to the dreaded spam folder.
  • Watch phrase counts. Chances are you’ll be shocked to notice that the common phrase depend for profitable emailed media pitches is about 200 phrases. Attempt to make your pitch in 100-200 phrases. The press launch shouldn’t inform the entire story however reasonably the gist of what their readers or viewers must know — in 500 phrases or much less.
  • Timing is all the pieces. Particularly now that there are about six PR professionals to each journalist, and all are vying for key media’s (restricted) consideration. The content material must be related and contemporary – not too far previous and never too far into the longer term. Keep away from main occasion protection occasions (like political elections, main sports activities championships, common holidays, or different high-profile occurrences) when sending the pitch.
  • Analysis and goal distribution. On this submit, I received’t go into element about why that is so essential. You may try my article, Learn how to Create a Focused Media Listing. Regardless, there’s no excuse for lazy pitching—spamming a whole lot of journalists on the off probability somebody may chunk. The previous tactic of “spray and pray” is solely unacceptable.
  • Overlook the fluff. Make certain your story is newsworthy. State information – merchandise, providers, occasions, folks, tasks. Keep away from trade jargon or specialised technical phrases. Write merely.

A bonus tip for emailing media pitches is to not connect press releases or photographs to your electronic mail pitch. Decide to embed them or, even higher, embrace a hyperlink to the discharge or picture gallery. Doing so will assist preserve you on the suitable facet of the spam filter.

Associated learn: Media Relations in 2023: What Journalists Must Say


Journalists, like media relations and public relations professionals, face the problem of data overload in as we speak’s saturated communication panorama. It’s essential to undertake efficient methods to keep away from being ignored or misplaced amidst the abundance of content material.

Methods embrace crafting attention-grabbing headlines and topic strains, delivering clear and concise hooks, maintaining pitches and press releases concise, contemplating timing for optimum relevance, conducting thorough analysis, and avoiding extreme fluff. Moreover, avoiding attachments and using hyperlinks or embedded content material in electronic mail pitches might help bypass spam filters.

By implementing these finest practices, you possibly can improve your possibilities of capturing journalists’ consideration and attaining the last word media relations prize – earned media.


Along with complete media monitoring providers, Burrelles affords entry to an immense world database of print, on-line, and broadcast journalists, influencers, bloggers, freelancers and analysts. Contact us to study extra or to request a dwell demonstration.

Editor’s Observe: A model of this story appeared on Contemporary Concepts in June 2019 and was up to date in July 2023 with new and extra data.


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