Pitch journalists on Tuesday morning

A Muck Rack survey found PR pros think that’s the best time to pitch, though journalists don’t care. And most communicators are still relying on spreadsheets.

Pitch journalists on Tuesday morning

NEW YORK: What’s the best time to pitch journalists? Tuesday morning, according to a survey of 1,000 PR pros ranging from account executives at agencies to chief communications officers at major global brands. 

That was one takeaway from The State of PR 2020, a study released by PR software platform Muck Rack. 

Eighty-five percent of publicists said that mornings are the best time to send a pitch, and journalists, in a separate State of Journalism 2020 study, largely agreed (64%). Almost half of those publicists surveyed said Tuesday is the best day of the week. Most journalists (62%) expressed no preference.

The main technology theme of the study is the continuing use of spreadsheets. Despite the availability of dedicated software, no fewer than 83% of those surveyed said they maintain media lists in spreadsheets such as Microsoft Excel and Google Sheets. While 25% use a CRM to track media relationships, only 6% use it “heavily.” More than 20% of PR pros are not using any PR software at all.

Both publicists and journalists overwhelmingly agree (more than 90%) that the one-to-one email is the best channel for pitching, and that an element of personalization is important.

On budgeting, those surveyed were split on whether COVID-19 would have a negative effect; 44% believe it will, 38% say it’s too soon to know. Overall, PR pros were optimistic that their budgets would stay the same or increase (63%).

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