In this BuzzStream webinar, Ryan McGonagill & Kelsey Libert share the results of their Perfect Pitches survey. Ryan and Kelsey reached out to more than 500 editors at publications like Time, BuzzFeed, Upworthy, and more, and asked them what they look for in a pitch. For more about outreach best practices, visit http://www.buzzstream.com/blog. For more from Kelsey & Ryan, visit http://frac.tl/.

1. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1nuTW0Q

2. This is a story
about a noise:value ratio
that has gotten out of whack.
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/Up2Gt

3. Editorial voices are outnumbered by public
relations professionals by almost 5:1
http://frc.tl/1qc14fR @KelseyLibert, @RyMcGonagill, www.Frac.tl

4. http://frc.tl/1mrxZgH @KelseyLibert, @RyMcGonagill, www.Frac.tl
“Many [PR professionals] have a
misunderstanding when it comes to
the difference between advertorial
and guest posts.” – Gigaom.com
“Too many submissions we get are
clearly just pitches for a company,
attempting to masquerade as thought
pieces, a press release dressed as a guest
post.” – TechCrunch.com
“Over time [guest blogging] has become
a more and more spammy practice.”
– Matt Cutts

5. Our Research
@KelseyLibert,

6. We interviewed over 500 writers, editors, and publishers.
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7. This Is Their Story
@KelseyLibert,

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10. The majority of people
you’re pitching only write
ONE STORY per day.
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13. @KelseyLibert, @RyMcGonagill, www.Frac.tl

14. Although most writers
publish one story per day,
44% of them get pitched a
minimum of TWENTY
TIMES per day.
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16. @KelseyLibert, @RyMcGonagill, www.Frac.tl

17. Although writers are
inundated with pitches, only
11% often write a story
based on content that was
sent through a pitch.

18. However, 45% said
sometimes, so there is an
opportunity for change.
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19. Your Strategy Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl

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21. Image Credit: http://frc.tl/SIrBGl @KelseyLibert, @RyMcGonagill, www.Frac.tl

22. STOP spamming writers
with poorly matched assets.
Instead, collaborate on
mutually beneficial ideas.
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23. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

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27. Your Networking Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl

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29. @KelseyLibert, @RyMcGonagill, www.Frac.tl

30. 64% of writers think it is of
some importance that you
establish a personal
connection before pitching.
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31. Use Twitter as a platform to
socialize with your prospects
weeks prior to the pitch.
Engage in blog posts.
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33. Image Credit: http://frc.tl/1o6SCSr @KelseyLibert, @RyMcGonagill, www.Frac.tl

34. Put down your cell phone.
Stop spamming on social media.
Start writing sincere emails
to the best-fit person
for your campaign.
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35. Use a CRM such as BuzzStream
to manage your relationships.
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36. Your Pitch Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl

37. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

38. What time of day do you want to be pitched?
@KelseyLibert, @RyMcGonagill, www.Frac.tl

39. Use a pre-scheduling tool to
send your emails in the early
morning hours.
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41. @KelseyLibert, @RyMcGonagill, www.Frac.tl

42. 88% of writers prefer a
pitch be less than 200
words. Check your word
count before sending.
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44. @KelseyLibert, @RyMcGonagill, www.Frac.tl

45. Test your subject lines in
your inbox. What stands out?
The golden rule is 45-65
characters.
@KelseyLibert, @RyMcGonagill, www.Frac.tl

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48. An overwhelming number said they want a subject line that is:
• Direct
• Concise
• Descriptive
• Includes keywords relevant to the writer’s beat
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52. @KelseyLibert, @RyMcGonagill www.Frac.tl

53. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

54. • Do your research.
• Know the publication.
• Be relevant.
• Make it newsworthy.
• Know my beat.
• Don’t use all caps.
• Be personal.
• Be concise.
• Don’t cold call.
• Does it fit my beat?
• Use spellcheck.
• No giant attachments.
• Don’t pitch on social media.
• Know my audience.
• Avoid phony friendliness.
• Get my name right.
• Avoid the fluff.
• Tailor your subject lines.
• Die in a fire.
@KelseyLibert,Image Credit: http://frc.tl/VTh6SP

55. Image Credit: http://frc.tl/1k5uTLo @KelseyLibert, @RyMcGonagill, www.Frac.tl
“If I don't respond it's because I'm not interested. If I am
interested, I will email you back.”
– NationalJournal.com
“1) Don't send multiple emails and follow-ups. 2) Don't
follow up your email with a call.”
– Parents.com
“Do not call me 5 minutes later to follow up.”
– Geek.com
“Don't follow up so many times. If we're not interested,
we're not interested.”
– OutOfThePastBlog.com
“Unless I contact you asking for more information, don't
follow up 2 and 3 times asking if I'm going to write
about the story you sent me.”
– TheGoodWineGuru.com

56. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

57. • Breaking news
• Exclusive research
• Emotional stories
• Timeliness
• Relevance
• Data
• New hook
• A story
• Interview opportunities
• Data visualizations
• Useful information
• Innovative
• Interesting analysis
• Storytelling
• Well-researched
• Meets editorial mission
• Original content
• Solutions to problems
• Engaging
• Amusing
• Useful insights
• Humor
• Unique angles
• High-quality graphics
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1zkwgzt

58. Research by Kelsey Libert, www.Frac.tl
http://frac.tl/publisher-feedback/

59. Leverage The Science
Behind Great Content.
Research by Kelsey Libert, www.Frac.tl

60. Build Relationships. Build Buzz.
Check us out at www.buzzstream.com!