How a New Sense of Urgency Is Affecting Pitches Right Now
During normal times, when I get a pitch approved by an editor, the deadline ranges from a week to a month or so (sometimes more), depending on whether it’s an online or print publication. Over the last six weeks, however, there’s been a major shift in cadence. Editors who are still commissioning freelancers to create content often need stories delivered ASAP—meaning freelance writers are dealing with turnaround times of sometimes 24 hours or less.
This is challenging for several reasons: It puts strain on freelance writers to find sources immediately and to write faster (which can lead to mistakes that would otherwise have been avoided), and it puts a strain on publicists to deal with nearly impossible deadlines while still putting their clients’ needs first.
The outcome is that many writers, publicists and editors are feeling like they’re working more, not less (in fact, one recent study found that the average workday for Americans has increased by almost 40 percent, or an extra three hours per day, during the COVID-19 crisis).
Though times are busy and challenging for everyone, there are a few ways you can mitigate the strain of these tight turnarounds. For example:
Brush up on HARO best practices.
I discussed these in greater detail here, but they’re more important than ever, as many freelance writers are turning to this tool more often to find quick sources. A quick recap:
Always respond directly through HARO.
Include a very specific subject line
Mention your source or client’s full name, expertise and where they’re based in initial outreach
For brief requests, submit idea in initial email.
Don’t send attachments (they don’t come through).
Share lists of clients you’re working with.
As a freelance writer, I am getting a barrage of emails from publicists asking what I’m working on and what I’m looking for. However, I’m getting very few emails from PR teams sharing who they are still working with so that I can determine if/how we could work together. Don’t send emails asking, “What can I help you with?” without making it very clear how and for which types of stories you can, in fact, assist. This way, if a writer gets an urgent assignment for which one of your clients could be a fit, they'll know who to reach out to for a quick response.
Consider skipping the standard greeting.
At the onset of the pandemic, it was appropriate and necessary to lead all emails with some version of “How are you doing?” or “Hope you’re staying healthy and safe during this time.” At this point, however, I believe it’s OK to skip this and get to the point of why you’re reaching out—especially if you’ve spoken with that person already during quarantine. Some writers may be more sensitive to this than others; however, given the tight turnaround and urgent need to take care of business right now, I’m perfectly OK receiving pitches and emails that skip that standard (and now, feeling cliché) greeting and get right to the point.
Have you noticed an increased urgency in requests from freelance journalists and editors? How are you managing these? Would love to know your strategies in the comments.