BERLIN, May 6, 2021 /PRNewswire/ -- PRontheGO, an
expert network providing PR tips and growth hacks for
entrepreneurs, published the results of a global journalist survey
on the trend of DIY PR.
337 journalists were surveyed. The media representatives report
their insights on the changing landscape of Public Relations, and
reveal their best tips for startups on how to pitch them.
28% of journalists reported an increase of small business
founders or startups directly reaching out to them—in the so called
trend of "DIY PR".
34% of journalists actually prefer when the entrepreneur reaches
out to them directly, instead of a PR consultant as the middle
(wo)man. However, the majority of journalists don't mind—as long as
the pitch is relevant to their medium and audience.
79% of journalists confirm that email is the best way to reach
out to them—21% also respond to pitches over social
"Don't call if I don't respond. Send another email. Don't
expect free publicity, genuinely have a news angle for your
story," says columnist and journalist at Australia's Herald Sun Susie O'Brien.
"Real-life case studies are my favorite to feature," says
Stacy Caprio, publisher of the
entrepreneurial platform Her.CEO, on the question of what kind
of stories they are looking out for.
"Stories that have substance and offer the reader knowledge,
inspiration, awareness and an innovative
perspective," says Greece-based wellness and travel journalist
Alexia Amvrazi, who writes for Insights Greece amongst other
On the question of how can a founder create a pitch that
catches your interest, Daniel D.
Gutierrez, Editor-in-Chief and Resident data scientist for
insideBIGDATA.com, says "Describing relevant news, press
releases are best. Make sure pitches are based on familiarity with
our news outlet, e.g. we are about technology, NOT
"A direct email to my name from somebody who knows what I'm
doing (checked out my LinkedIn profile) and offers a clear new idea
or a smart business concept which fits to my work," says
fashion journalist Barbara Markert,
who contributes amongst other outlets to The Spin Off.
"State what makes your offering unique, include why it's
great news for right now and have publish-ready images available as
well as 1–2 sources interviews," says award-winning journalist
Entertainment news reporter and media coach Kayley Hamilton advises to keep clearly in mind
"It is not a journalist's job to promote you."
The full survey results are published at
and in the PRontheGO Pitching Guide at
PRontheGO.com—The Creative Entrepreneur's
source for PR hacks.
View original content to download