| Learn how to write a media pitch that gets noticed with these 7 proven tips, plus examples to land more PR coverage. |
Getting a journalist to open your email - and actually respond - can be like catching lightning in a bottle. The average journalist receives dozens (if not hundreds) of pitches daily, yet the response rate hovers around a paltry 3.15%.
So, how do you cut through the inbox clutter and get your pitch picked up? Whether you’re a PR pro or just dipping your toes into the pitching pool, these seven battle-tested tips (plus some engaging examples) will help you craft pitches that grab attention, spark interest, and land coverage.
What is a PR Pitch?
A PR pitch is a short, compelling email (or message) designed to make a journalist stop, pay attention, and cover your story. Think of it as a mini sales pitch - except instead of selling a product, you’re selling a story idea that fits their beat.
7 tips for a killer media pitch
1. Nail your subject line
Your pitch lives or dies in the inbox. If your subject line flops, the rest doesn’t matter.
- Keep it short (4-7 words performs best)
- Make it clear, not clever (journalists don’t have time to decode)
- Personalize when possible
Example:
❌"Exciting Opportunity for Your Readers!"
✅ "Exclusive with [Expert Name] on [Hot Topic]”
2. Keep it short & snappy
Journalists don’t have time to read a novel. The sweet spot? 51-150 words. 67% of journalists prefer pitches under 200 words.
- Get to the point in the first two sentences
- Cut the fluff - no jargon, no unnecessary backstory
- End with a clear call to action (CTA)
Example:
Hi [Journalist’s Name],
I noticed your recent article on [related topic]. I have a story that builds on this - an exclusive interview with [expert] on [hot topic]. Would you be interested in a quick chat? Let me know, and I can send over the details.
Best,
[Your Name]
3. Personalization wins every time
73% of journalists say most pitches they receive aren’t relevant. Don’t let yours be one of them. Do your research and make sure your pitch answers the question on their mind: “Why should I care about this story?”
- Reference a journalist’s recent article
- Mention why your pitch fits their beat
- Avoid mass emails - customization matters
4. Give them a story, not a sales pitch
Journalists don’t care about your product — they care about stories that matter to their audience. And every story needs a timely hook. To grab their attention, your story must be newsworthy and answer the question they will inevitably ask: “Why should I care about this story NOW?”
- Focus on the impact, not the features
- Use data, expert quotes, or unique insights
- Tie it to a trending topic or news hook
Example:
❌ "Our company just launched a new eco-friendly gadget!"
✅ “New research shows 60% of consumers prefer sustainable tech - here’s what that means for [industry].”
5. Leverage AI (the smart way)
AI can help craft better pitches, but it’s not a replacement for human creativity. The key is using it strategically while keeping your pitch natural and engaging. Here’s how:
- Structure first, AI second – Before using AI, outline your pitch structure (e.g., the Inverted Pyramid) to ensure clarity and impact.
- Use AI for a first draft, then critique it – Ask AI to generate a pitch, but don’t stop there. Refine it by prompting AI to act as a journalist and provide feedback:
✅ Example prompt: “Write a media pitch for a story about [XYZ] to get coverage. Imagine you’re a journalist covering [specific beat]. You’re busy and just received this pitch from a company. Provide constructive criticism on what works, what doesn’t, and how it could be improved.”
- Fine-tune the tone – If the pitch sounds too formal or generic, keep refining it. Try prompts like: “Make this pitch more engaging and conversational without losing credibility.”
- Ditch AI-generated intros – Journalists can spot them a mile away. Instead, personalize your opening to show you understand their beat and audience.
By using AI as a brainstorming partner rather than a crutch, you can create pitches that feel sharp, relevant, and human.
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6. Follow up (but don’t spam)
Journalists are busy. A follow-up can bump your pitch to the top of their inbox - but timing is key.
- Wait 3-5 days before following up
- Keep it polite and short - no need to re-pitch; just remind them.
- One follow-up is fine; two max. Don’t be annoying.
Example:
Hi [Name],
Just checking to see if you've had a chance to look at my pitch below. Happy to provide more details or answer any questions.
(Optionally, add a value hook here, e.g.:)
"I can also offer an exclusive quote from our CEO on this topic if you're interested."
Best,
[Your Name]
✅ Bonus tip: If the story has a time-sensitive angle (e.g., an upcoming event, breaking news relevance, or an exclusive opportunity), mention it in your follow-up to create urgency.
7. Use a PR distribution tool to scale up
Want to reach the right journalists without spending hours on manual research? PR distribution software can help you:
- Find targeted media lists
- Automate follow-ups
- Track pitch engagement (who’s opening, who’s clicking)
The right PR software can help you pitch smarter, not harder - especially when juggling multiple campaigns.
Media pitch examples that work
Here are some examples of PR pitches tailored for different scenarios:
1. Product Launch
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Why it works
This pitch gets straight to the point, highlights what makes the product unique, and ties it to a broader industry trend.
2. Event announcement
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Why it works
It highlights why the event is newsworthy and offers an easy way for journalists to engage.
3. Crisis management
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Why it works
It’s transparent, addresses the issue directly, and offers a response or resolution.
4. Company news
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Why it works
It ties company updates to a positive consumer benefit to make it more appealing.
5. Partnership announcement
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Why it works
It highlights why the partnership matters, connects it to a broader industry trend, and makes it easy for journalists to see the relevance.
How PR software makes media pitching easier
Managing media outreach manually can be overwhelming - tracking emails, follow-ups, and journalist responses across multiple campaigns is challenging. PR software simplifies the entire process, helping you:
- Centralize media contacts and newsroom software assets
- Automate outreach while maintaining personalization
- Track engagement and measure success in real time
With Presspage, you can streamline your entire media relations workflow - from crafting pitches to managing distribution and tracking coverage - all in one place.
Want to take the hassle out of media pitching? Book a demo today!
