Effective Outreach: Making It as Easy as Possible for Journalists to Say “Yes” – Moz.
Journalists are busy. They’re on a deadline, they’re knee-deep in an article that’s exponentially more timely than whatever you’re pitching to get coverage for. That email you spent half an hour perfecting? It’s getting scanned for something newsworthy, for surprising facts, for data that’s going to make an interesting story, and something that’s going to make their readers hit the ‘share’ buttons.