Some journalists at top tier media outlets receive up to 1500 emails an hour and the first impression a journalist, reporter or producer will get of you — and your pitch — will be your subject line. Make it relevant, simple and concise! Flooded with emails, the media will often use search terms to go through their in-boxes and find emails relating to major stories they are working on. You subject line has to pop out and be easily found in the media’s search.
Tip: My PR team always put brackets around the one or two words in the subject line that involve the breaking news item.