Since November 2010, I’ve sent out 12,471 queries to the media. I know this because the software platform I use keeps track of them. That’s about 5 a day for a decade. The learning comes not so much from what I’ve sent out, but rather from what comes back. Based on the responses I get, and the buckets they fall into, here’s what seems to drive media interest: 1) Serendipity; 2) Consistency; 3) Brevity.
First, reporters often get back to me not about what I’m pitching, but about something else they are working on. The query reminds them my client is a source.