Journalist outreach software built around relevance

The useful unit of outreach is a reasoned match between one story and one writer. Large lists and clever personalization cannot compensate for a subject that falls outside the recipient's work.

Start with the story reason

Write the reason a reader would care before searching for contacts. It might be new data, a strong expert view, a useful product change, a timely response, or access to someone with direct experience. A product announcement with no consequence for the audience rarely gives a journalist enough to use.

Build a small defensible list

Haystack looks for writers and publications connected to the subject, then uses recent work to explain the fit. Review the list for beat, geography, publication type, recency, and obvious conflicts. Ten credible recipients usually teach you more than a thousand loose matches.

Write the email a busy person can assess

• Use a factual subject line with no false urgency.
• Open with the specific connection to the writer's work.
• Explain the new information in two or three sentences.
• Offer the evidence, access, or expert source clearly.
• Make the next step easy to accept or decline.
• Remove compliments that could apply to anyone.

Handle follow-up and replies

A single concise follow-up can surface a missed message. Further emails need new information. Haystack watches for replies so automated follow-up stops, and it keeps the response attached to the original opportunity. Human judgment should take over as soon as a real conversation begins.