Becky Lindsay

Sometimes you might simply be struggling to find a hook-worthy stat online, or at least one that's up-to-date enough to warrant current news. This is where Google search data becomes your best friend.

Using tools like Google Trends or Keyword Planner to identify hook-worthy data reveals genuine audience interest and makes for a seriously up-to-date, newsworthy hook — one that's hard for a journalist to ignore.

If you're working on a campaign, utilise the most shocking stats from the research in your headline. As PRs, we're very much aware that journalists are inundated with emails, so a compelling stat is the easiest way to break through that noise.

Think of the headline as your one shot at stopping someone mid-scroll. If it doesn't make them feel something — curiosity, surprise, even mild alarm — it won't get opened.

This one definitely takes time, but building lasting journalist–PR relationships is something you never stop working on. Start creating a sort of "bank" of contacts you've had conversations with, who have shown interest, and who have previously covered your stories.

Clients come and go, so our area of expertise changes throughout the years. Keeping those loyal journalists up to date on what you can offer them really helps strengthen your relationship.

Always end a pitch by offering further commentary if needed — journalists love an exclusive. And make sure you've got a profile picture attached to your email; it helps journalists put a face to the name and gives a more human touch.

Make sure you're keeping track of how well the campaigns you're outreaching are performing, or your work becomes aimless.

If a pitch has low open rates, maybe it's time to try a different headline. If the pitch has high open rates but no coverage, the body of the pitch is likely the problem. This simple split makes it much easier to diagnose what's not working and fix it.