| According to Bloomberg, in the U.S., there are six PR professionals for every journalist—and that gap is closing globally. With inboxes flooded daily, journalists are often overwhelmed with irrelevant or poorly crafted pitches. To stand out, you need to build a reputation as a PR professional who delivers thoughtful, targeted, and newsworthy stories. |
Here’s how to make your media pitch impossible to ignore:
Journalists don’t have time for long-winded pitches. Start with a sharp subject line—one that grabs attention without veering into clickbait territory. Once you’ve got their attention, keep your email concise and engaging. Shakespeare’s wisdom, “brevity is the soul of wit,” holds true here.
Instead of sending a lengthy press release, summarize the key points in a paragraph or two. Highlight why your story is relevant to their audience, offer an interesting spokesperson, or extend an invitation to an exclusive event. If you’re targeting a specific publication, consider pitching them an exclusive angle—it could make all the difference.
If a press release is needed, it should be packed with relevant details and jargon-free quotes that speak to the broader significance of the news—what it means for the audience, not just your company.
Sending the same generic press release to hundreds of journalists is a surefire way to get ignored. Instead, invest time in research. Identify the journalists most likely to be interested in your story. Read their recent articles and reference them in your pitch. Show that you understand their work and explain why your story is relevant to their beat.
Yes, this approach takes more time, but it often leads to better results. Mass emails should be reserved for major, wide-reaching announcements—and even then, sparingly.
It’s easy to fall into the trap of focusing on your own KPIs and coverage goals. But journalists aren’t concerned with your PR metrics—they care about delivering value to their readers, listeners, or viewers. Your pitch should prioritize their audience’s interests over your own objectives.
Understanding the journalist’s audience allows you to frame your story in a way that aligns with their needs and ensures mutual benefit.
Read our post on securing earned media in a digital world.
Visuals can make or break your pitch. High-quality, vibrant images and professional video footage help bring your story to life. Avoid generic stock photos and low-resolution images—journalists need assets that are print- and web-ready.
Rather than attaching massive files to your email, include one standout image and provide a link to a media library or file-sharing platform for additional visuals.
See how other brands have used the media library feature in their Presspage newsrooms.
Not every product launch or company milestone is newsworthy. Media outlets rely on advertising revenue, so they’re unlikely to cover promotional stories unless they meet strict news criteria like timing, significance, or public interest.
If your story isn’t newsworthy, don’t force it. Instead, educate your clients about what constitutes a strong pitch and manage their expectations.
PR is a relationship-driven industry. When a journalist picks up your story, be prompt and helpful with any follow-up requests. Consider investing time in building connections over coffee or a business lunch. Understanding their upcoming stories can help you identify future opportunities for your brand or clients.
Strong relationships with journalists make future pitching easier and more effective. Learning how to handle media inquiries correctly is an important step in this pursuit.
Successful PR pitches aren’t about how many emails you send—they’re about how thoughtful and relevant your approach is. When you prioritize personalization, audience relevance, and relationship-building, you increase your chances of turning a pitch into a story.