A media pitch is a direct message to a journalist with the goal of convincing them that you have a story their audience will find valuable. It’s about transforming your announcement or project into a narrative that captures a reporter’s interest enough for them to share it.
Define Your Newsworthy Story
Before a pitch can be effective, it needs a compelling story at its core. Journalists determine what to cover by weighing several “news values,” which are elements that make an event or announcement interesting to a wider audience. Without a strong news angle, even the most polished pitch is likely to be ignored.
To make your story attractive to the media, it should contain some of the following values:
- Impact: It has real consequences for many people’s lives.
- Timeliness: It is tied to current events or new information that has just come to light.
- Prominence: It involves well-known individuals or institutions.
- Human-Interest: It speaks to a shared experience or evokes emotion.
- Uniqueness: It is the first, biggest, or most unusual of its kind.
Find the Right Journalists
Sending a pitch to the wrong journalist is a common misstep that often leads to it being ignored. Identifying the right media contacts is a key part of the process. The goal is to find specific reporters who have a professional interest in your industry or subject area, often referred to as their “beat.”
A practical first step is to examine the websites of the publications you want to be featured in. Many outlets have “About Us” or “Our Team” pages that list their editorial staff and their specific areas of focus. By clicking on a writer’s byline in a recent, relevant article, you can often access a profile with more details about their work.
Social media platforms, particularly X (formerly Twitter) and LinkedIn, are also useful tools for this research. Journalists frequently use their profiles to discuss their work, solicit pitches, and sometimes share their contact information in their bios. Engaging with a journalist’s content by sharing their posts or adding thoughtful comments can help you build a connection before you send your pitch.
Craft Your Pitch
Compelling Subject Line
The subject line is the first thing a journalist sees and heavily influences their decision to open your email. It must be concise, clear, and intriguing. A strong subject line, ideally under 100 characters, immediately tells the recipient what the pitch is about and why it might be relevant. For instance, a vague subject like “Story Idea” is easily ignored, whereas “Exclusive: New Study Shows Local Commute Times Have Doubled” is specific and newsworthy.
Personalized Opening
Starting your email by addressing the journalist by name is the bare minimum; true personalization shows you have done your homework. Mention a specific, recent article they wrote that relates to your story. An opening such as, “Hi [Journalist Name], I noticed your recent article about the rise of remote work…” demonstrates a genuine interest in their coverage and establishes a clear reason for your outreach.
The Core Pitch
The body of your pitch should summarize your newsworthy story in two or three short paragraphs. This section needs to get to the point quickly, answering the questions of who, what, when, where, and why. Explain the core of your announcement and then immediately clarify why it matters to their audience, perhaps by highlighting a key statistic, a significant industry trend, or a unique human-interest angle.
The Call to Action
After presenting your story, you need to guide the journalist on what to do next. A clear call to action makes it easy for them to respond. This could be a simple question like, “Are you available for a brief chat next week?” or an offer to provide more resources, such as, “I can supply high-resolution images and arrange an interview with the project lead.”
Professional Closing and Signature
End your email with a professional closing, such as “Best regards” or “Sincerely,” followed by your full name and title. Your email signature should contain all necessary contact information, including your company name, phone number, and a link to your website. Including a link to a dedicated press kit with additional resources can be particularly helpful.
Send and Follow Up Professionally
It is standard practice to paste the text of your pitch directly into the body of the email rather than including it as an attachment, which many journalists are hesitant to open. Pay attention to timing; sending emails between Tuesday and Thursday mornings can result in higher open rates.
If you don’t receive a response, it is acceptable to send one follow-up message after three to five business days. Your follow-up email should be more concise than your initial pitch, serving as a brief and polite reminder. A simple note that references the original email’s subject line is often sufficient to bring your story back to their attention.
Avoid Common Pitching Mistakes
One of the most frequent mistakes is sending a generic pitch to a long list of contacts. A lack of personalization is an immediate red flag that suggests the sender has not done their research.
Another common pitfall is pitching a story that is not actually newsworthy but is instead a thinly veiled advertisement. Journalists are looking for compelling narratives that will interest their audience, not promotional material.
Typos and grammatical errors can also damage your credibility, so proofreading your email carefully before sending it is an important step.