Almost half (49.14%) of PR email pitches were opened by journalists during Q2 2023, a full-percentage increase from Q1 2023 and a 10% YoY increase from 2022’s open rate.
The Propel Media Barometer analyzed nearly a half-million news pitches sent through its platform during Q2, and found that in addition to the open-rate increases, journalists responded to nearly 3% of the pitches received, with 66% of those happening within the same day. However, the time it takes for a story to ultimately be published also increased.
“For example, in Q1, 59.51% of news stories were published within three days of the initial pitch being sent, but in Q2, only 50% of news stories were published within this timeframe,” the report says. “This speaks directly to the aftermath of mass media layoffs and a handful of media outlets … closing down completely. With fewer journalists writing, it will of course take longer for all pitches to move through the news cycle and become published articles.”