AuthorHolly Mason
LinkedIn
2025 is here, which means a new year to tackle for PRs and journalists alike. To help you get your PR strategy underway, we’ve reintroduced our ‘We Ask The Journalists’ blog series for the year ahead. Over the next 12-months, we’ll be interviewing a series of journalists across the globe to provide exclusive insights into their day-to-day, what makes a campaign pop, and how to avoid your outreach being left on delivered.
This time, we’re excited to speak to U.S. based journalist, Brody Wooddell. Brody is the Digital Producer at WFLA and a key member of the Bloom team, covering all things lifestyle, tech and home goods. If you’ve ever browsed BloomTampaBay.com, chances are you’ve read something written or edited by him!
Speaking To WFLA’s Brody Wooddell
On average, how many emails do you receive a day?
“I receive about 50-70 PR emails each day.”
Out of those 50-70 PR emails, how many do you typically open?
“I typically open around 20-30 of them, depending on the subject lines and my workload.”
You mentioned subject lines. What kind of email subject line makes you want to click open?
“Subject lines that are concise and highlight something unique or timely catch my attention. Recognizing a reputable brand or seeing intriguing statistics also helps. Offers of samples also always get opened.”
In our experience at NOVOS, an effective subject line should be short and snappy, ideally under 50 characters to be easily read in a journalist's inbox. The subject line should include key information such as notable experts, monetary figures or specific points to inform journalists and encourage them to open the email. Avoid using all capital letters or excessive punctuation as this may trigger spam filters.
Are there specific buzzwords that make a headline stand out to you? And are there any that make you hit delete immediately?
“Phrases like "Exclusive Insight", “Samples” or "New Study Reveals" pique my interest. Overused buzzwords like "Revolutionary" or "Game-Changer" tend to make me skip the email.”
Using phrases such as 'Expert [name/job title] shares…' or 'Data reveals…' is more effective in attracting attention and generating pickup as they convey authority that resonates with journalists. In addition, a title such as 'This $1 TikTok hack will help you fall asleep faster' often generates interest as it promises a simple, actionable solution that piques curiosity.
In your opinion, does receiving gifted products make it easier or more appealing to cover a brand?
“While receiving products can provide a better understanding, it doesn't necessarily guarantee coverage or interest. That being said, it does make me much more likely to cover because I have personal experience with the products.”
Are there any pet peeves you have about the way PR experts pitch stories to you?
“Generic pitches that don't align with my content focus can be frustrating. Personalized pitches that show familiarity with my work are much more effective. Also thinly veiled advertising or marketing makes me upset. Some go out of the way to make something seem like a fit that has no place in journalism.”
A one-size-fits-all approach rarely works so it’s worth taking the time to understand the journalist's content focus and previous articles before pitching to them. It’s always far more personable to reference any specific articles or topics they've covered to show genuine interest when sending over pitches. Offering exclusive insights, statistics or expert commentary can also make your pitch stand out.
For the U.S. audience, what trends, stories, or topics are your primary focus?
“I'm currently focusing on lifestyle and wellness. Lots of tech and home goods.”
How important is it for a PR pitch to reflect current events, social issues, or seasonality in the US market
“It's quite important. Pitches that tie into current events or seasonal themes are timelier and more relevant for my readers. But evergreen content is also king.”
Evergreen content is particularly valuable during seasonal periods such as Christmas, Easter or Valentine's Day. For example, we've successfully created commentary on home decorating tips using expert insights from our interior design client, which we've then used for Thanksgiving and other seasonal events. This type of content is versatile because it can be reused year after year with minimal updates whilst relevant to each season.
Do you think U.S. audiences are leaning more toward long-form articles, quick reads, or multimedia content such as videos and infographics?
“There's a growing interest in multimedia content like videos and infographics, but there's still an audience for both long-form articles and quick reads, depending on the topic.”
Creative ways to incorporate multimedia content into your campaigns include linking to TikTok videos that highlight key points or provide a quick overview of your main message, such as a viral hack. If your client has supporting images or videos on their website, blog or social media, you can also include these to add further credibility. Including infographics in your pitch also helps to simplify complex data, making it visually appealing and shareable across platforms.
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Huge thanks to Brody for taking the time to speak to us! If you’d like to be featured, or are interested in hearing more from journalists, subscribe to our newsletter to be among the first to know when the latest interview is available. But for now, we hope you’re able to put these insights into action in your next digital PR campaign.
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