Measuring Earned Media Pitching in Today’s Hybrid Environment

As PR pros know, once you’ve pitched a story the chances of it getting a print, online or TV mention can be akin to touching the holy grail. No doubt, pitching is getting more difficult, as Propel’s Q2 Media Barometer shows. In part, it’s a game of numbers.

Just 36% percent of pitches are opened, including those that machines process, counted as ‘opens’ and perhaps tossed without a human seeing them. And response rates of journalists to pitches fell 15% from Q1 last year to Q2 this year. In the end, roughly just 3 in 100 pitches receive responses.

On the other hand, there’s little doubt earned media is worth a lot of effort. Indeed, in today’s hybrid work environment PR pros track who’s pitching whom, what’s pitched and how pitches are progressing.

Fortunately, data insights can improve your chances of media relations success.