How to Write a Media Pitch: 7 Proven Tips + Examples | Presspage

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.

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