How to Write a Media Pitch That Gets Noticed
A media pitch is a personalized proposal sent to journalists, editors, bloggers, or influencers with the aim of convincing them to cover your story. Unlike a press release, which is more formal and widely distributed, a pitch is a short, targeted message designed to start a conversation.
Think of it as your elevator pitch to the media; it needs to be short, sharp, and compelling enough to make someone want to learn more.
Why a Media Pitch Matters
In an age where attention spans are short, journalists don’t have the time to sift through lengthy announcements. They want content that is timely, relevant, and useful to their audience.
Here’s why writing a good media pitch matters:
- Breaks through the noise: Journalists receive dozens, sometimes hundreds, of pitches. A concise and engaging one has a better chance of standing out.
- Builds relationships: A personalized pitch shows respect for a journalist’s time and expertise, which can lead to long-term professional connections.
- Increases coverage chances: A clear, newsworthy pitch is more likely to be picked up and published.
- Drives brand visibility: Securing media coverage boosts brand awareness and positions you as a credible source in your industry.
Key Elements of a Strong Media Pitch
To improve your chances of success, include these essentials:
- Compelling Subject Line - Make it short, clear, and attention-grabbing.
- Personalized Opening - Use the journalist’s name and reference their recent work.
- Clear Hook or Angle - Explain why your story matters now.
- Value Proposition - Show how it benefits their audience, not just your brand.
- Supporting Materials - Offer stats, quotes, or visuals to strengthen the story.
- Concise Closing - End with a call to action and your contact details.
Steps to Write a Media Pitch
1. Do Your Research
Start by identifying the right journalist or outlet for your story. Look at what they’ve written recently and make sure your pitch aligns with their beat. A lifestyle editor won’t care about your new fintech app, and a tech reporter may not be the right fit for your new skincare product.
2. Craft an Irresistible Subject Line
Your subject line should highlight the essence of your story in a way that grabs attention. Avoid clickbait, but make it engaging. For example:
- “New App Helps College Students Save 40% on Textbooks”
- “Study Reveals Surprising Link Between Sleep and Productivity”
3. Personalize the Opening
Begin with a personalized touch. Reference a recent article or social media update from the journalist, and then relate it to the story you’re pitching. This shows you value their work and aren’t just sending a mass email.
Example:
“I enjoyed your recent piece on sustainable fashion trends in [Publication]. I thought you might be interested in a related story on how small brands are adopting zero-waste production methods.”
4. Get to the Point Quickly
Journalists don’t have time to read lengthy introductions. In the first two sentences, explain what your story is about and why it matters now. Keep it clear and concise.
5. Highlight the Newsworthy Angle
Ask yourself: Why should this story be covered today? Whether it’s tied to current events, new data, or a cultural shift, make the urgency clear.
6. Add Supporting Details
Strengthen your pitch with statistics, quotes, or unique insights. Visual elements like photos or infographics can also make your pitch more appealing.
7. End with a Clear Call to Action
Wrap up with a short sentence inviting them to take the next step, whether that’s scheduling an interview, receiving additional materials, or connecting with an expert.
Common Mistakes to Avoid
- Sending generic, copy-paste emails.
- Writing long, complicated pitches.
- Focusing too much on self-promotion instead of the story.
- Following up too often or too aggressively.
A Simple Media Pitch Template
Here’s a flexible outline you can adapt to different stories:
Subject Line: [Clear, compelling headline]
Hi [Journalist Name],
I came across your recent article on [related topic] and thought you might be interested in a story about [your story angle].
[1–2 sentences summarizing the key news or announcement.]
Why it matters:
- [Key statistic or surprising insight]
- [Relevance to current trends]
- [Unique angle that sets it apart]
I’d be happy to connect you with [expert name] for an interview, provide exclusive data, or share high-resolution visuals that can support your piece.
Would this be of interest to you?
Best regards,
[Your Name]
[Your Title/Company]
[Your Contact Information]
Following Up the Right Way
If you don’t get a response, wait three to five days before sending a polite follow-up. Keep it short and respectful. If there’s still no reply, move on; you don’t want to burn bridges.
Building Long-Term Relationships
The best PR professionals know pitching isn’t just about one story. Interact with journalists on social media by sharing their content and consistently offering useful insights. Over time, this builds trust and makes future pitches more likely to succeed.
Turning a Pitch into a Partnership
A successful media pitch is clear, relevant, and respectful of a journalist’s time. Focus on personalization, keep your message short, and highlight why your story matters right now. When done right, a pitch doesn’t just earn coverage, it builds credibility and lasting media relationships.
