TURNER’s Autumn Enoch recently hosted a roundtable discussion with the editors at one of our favorite outlets — Fodor’s Travel, which has been inspiring wanderlust since 1949. During our conversation, we wanted to know how to rise to the top when it comes to inbox interest. Here’s what they told us.
I definitely appreciate when a press release has been tailored to the publication it is pitching — that there’s been some thought behind it. I think it’s very clear when a release has been BCC-d to a bunch of publications and editors. Looking back over the past year, I’ve received some press releases that really missed the mark. One that comes to mind is adult diapers [laughs]! I think that any time there is an intention behind a release — “We saw you covered this topic, maybe you’d be interested in this” — it makes me more likely to consider it. — Nikki Vargas, Senior Editor
Almost all press releases do not get read. Many get deleted. Sometimes they’re saved for searching purposes if later down the road I’m looking to find who represents X, Y or Z. So, it’s fine to send a press release, but don’t expect a response. And please, I beg you, do not follow up on a press release. Following up on a pitch is one thing, but a press release, no. — Jeremy Tarr, Digital Editorial Director
I’ll open an email if it has a funny, thoughtful or engaging subject line. It could be about adult diapers! If it at least has something hooky or is adjacent to an article I would click on, it’s gonna get opened. When I filter through my inbox in the morning, I don’t necessarily go in order, I go by what’s enticing. Fun subject lines make us all less groan-y and grumpy. Have some fun with it, I think. — Eva Morreale, Assignments Editor
A lot of press releases I get are very fluffy. They’re like, “This hotel just opened a restaurant!” That’s news for the hotel, but it’s not news for the world. I like the releases that either link to research or studies that connect to something bigger. If it’s just a promotional effort for a brand, we’re less interested in it. There’s got to be something more. — Rachael Levitt, Managing Editor
If we can’t headline anything, it’s very challenging to get any sort of article. Look for the most unique, headline-able aspect of your client and lead with that. In a “why feature this now?” sense, you can mention the other stuff. But most of the time, a hotel is not going to get standalone coverage unless a writer is actually going to the hotel. — Jeremy Tarr, Digital Editorial Director
We get a lot of wellness pitches and we’re all kind of rolling our eyes at this point. “Sleep tourism!” “This natural spa in this hotel!” My go-to when I’m talking to writers about wellness pitches is always: “Connect it to something that’s real life or has a sense of urgency.” Find out how it connects to the greater message about wellness. Wellness is this murky, goopy idea, right? But if you can create a sense of place or speak to a worldwide issue, that’s great. — Eva Morreale, Assignments Editor
This is a soapbox I’ve been on for a while. We will occasionally give confirmation of coverage, [and] we will occasionally put a writer on a press trip. But I do encourage for PRs to push back on their clients when they’re asking for confirmed coverage. The writers need to be able to experience things. They need to go places in order to have a story to tell. Luring the writers in and then giving them a fantastic story that they can convince us into publishing is oftentimes the easier route. — Jeremy Tarr, Digital Editorial Director