Perhaps, don’t pitch on Tuesday morning

A new study by Israeli PR Technology company Propel finds Friday pitches to have the highest response rate.

Photo credit: Getty Images
Photo credit: Getty Images

TEL AVIV: Despite common belief, Friday is the best day of the week to pitch journalists, according to the first report by the Propel Media Engagement Barometer.

Based on thousands of pitches sent by PR professionals to journalists in the first half of 2020, those sent on a Friday have the highest response rate at 6.25%, with Monday close behind at 6%. Tuesday has the lowest response rate (5%), which may come as a surprise to publicists; according to a survey by Muck Rack earlier this year, almost half of PR pros believe Tuesday is the best day to pitch.

In response, Propel cofounder and CEO Zach Cutler described how too many PR pros are pitching on Tuesdays, stating that “an overrepresentation of pitches leads to an underrepresentation of opens and responses.” Cutler believes that Fridays garner the highest response rate because a lower volume of pitches is received and journalists have fewer deadlines and mid-week tasks on their minds.  

The study also found that journalists are generally quick to reply to attractive pitches. Forty-six percent of responses happen within the first hour, with 23% in the first 10 minutes. Eighty-six percent of responses occur by the following workday.

Being at the top of the inbox helps the open rate overall: A quarter of all pitch opens alone occur in the first 15 seconds. Eighty-five percent will happen in the following four hours.

These findings should provide PR pros more nuanced insight on when to pitch, how quickly to follow up and when to move on.

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