The Free PR Resource That Could Increase Your Email Open Rate to Journalists by 100%.

Happy Holidays! I hope you are enjoying the holidays and spending time with friends and family making unforgettable memories. For my part, I’ve been enjoying these toddler twin-tornadoes who, despite my best efforts to keep Christmas from getting out of hand, have been blessed with an abundance of friends and family who insist on spoiling them more than Santa himself!


It’s been a while since you’ve heard from me because I’ve been working on some great stuff I think you’ll love and we’ll be rolling out soon! We’ll be rolling out details soon for a number of exciting offerings, including:

    • Launch pricing on media “gatekeeper” and key reporter contact lists.
    • Editorial calendars, content and implementation plans.
    • How to Become a Huffington Post Contributor, and what to do once you are!
    • Live Office Hours via Zoom Video Conferencing.
    • How to manage media inquiries (+ the 1st thing you should do when a reporter calls!)
    • On-Camera Media training + Mock Murder Interviews in the Hot Seat.
    • How to write PR materials, attention grabbing headlines and bios.
    • Develop and maintain calendar of award and recognitions across practices and coordinate writing and submissions of award material.
    • Content amplification secrets for editorial coverage.

We’ve changed our platform a bit based on overwhelming requests to join the community of PR Influencers, and will be invitation only starting in 2017. If you know someone who needs to be part of this, send them this link:

In the past two weeks, while I was chasing my twins around at their Christmas recitals and enjoying the season, sipping on cider, wine and homemade cioppino in front of the fire while catching up on writing articles, my “Pitch Perfect” inbox has been exploding. 155+ unopened emails from PR pros, entrepreneurs and attorneys hustling to get their clients featured over the “slow” holiday period!


I’m not the only journalist with this problem! Check out Business News Daily Nicole Fallon Taylor’s article on Muck Rack’s recent blog about how 95% of her pitches are ignored. “Why I rejected 95 percent of the pitches I received last week.” It’s possible to cut through the noise and get the attention of the gatekeepers but you need to know the PR hacks that make it possible. You can do it without spending thousands a month on a fancy publicist but you need to have tools in your quiver, and that’s where I can help. This week I used a great site for journalist sourcing called Help a Reporter Out. It’s a place where journalists can go to request pitches for stories in the works, and I’m working on one about people who have successfully mastered DIY PR. Here’s the best pitch , copied below, that stood out to me.

Here’s my favorite pitch so far this week:

Good morning Mary:

I saw on HARO that you are searching for someone to provide information on DIY attorney PR. I can help you.

DIY PR is not as difficult as most attorneys believe. The key to success starts with recognizing that media outlets need and want content. The correct mindset for the lawyer is “how can I help this media outlet do its job and deliver quality content to its audience”. The law firm must consider the audience of whatever outlet it wants to send content to. A magazine for retirees might jump on a press release stating that you’ve become board certified in elder law. Rolling Stone wouldn’t.

The next step is to audit everything your firm does, and plans to do, and determine which of those actions/events/accomplishments are something that a target media outlet could use to give value to its audience. The possibilities are endless; a trial you’ve won, a seminar you are going to give, a charitable event that your firm has sponsored, a certification that you’ve received, a board appointment. Take this list and determine which of these things might help the reporter or outlet do their job. Don’t assume that “nobody would be interested in X”.

Once you have your list decide what kind of outlets the information would be useful for and why. Then write the content. The key is to be concise and understandable. Write the content so it will be helpful/interesting to the reader. No one really cares that you’ve opened your new law office down the street. They will care if you have raised $10,000 for a local charity at your firm’s grand opening party.

Please contact me at anytime if you want to discuss this, or if you need further information. My contact information is below.


-Phil Griffis
Trial Specialist
The Law Office of Phil Griffis

Why this pitch stands out.

Most importantly, this was a query I initiated and because it’s for a specific story I’m working on, I actually opened and scanned all of the incoming pitch responses and even filled some away for future follow-up as I work on the article.

In my HARO request, I asked for specific points of information from a specific audience.

Most responded on target with excellent information, their full contact information and made it clear they would be easy to work with.

Journalists don’t have time to coach a source on how to write with clarity and brevity and provide a great sound bite, in print or in person. If you want to be a useful source, the best thing you can do is invest in media training BEFORE your reach out to a reporter.

Remember, getting an interview is honestly just the first step. In my invite-only PR Influencers council, you’ll get everything you need to be super confident and slay an interview – even if you have a fear of being seen, like most people do. It’s totally OK to admit that this scares you a bit. But, I’ve got you. In the words of Olivia Pope, “It’s handled.”

Until next time,

Be Disruptive.
Shape The Conversation.
Leverage Your Voice.
Xo, Mary