A media pitch is an attempt to get a journalist or editor interested in your news so that they decide to cover it, resulting in media coverage.
Almost always, a media pitch is done by email, but it’s also possible to do it via social platforms, telephone, or traditional mail.
Although pitching journalists is similar to sending a press release, the key difference is that a media pitch does not have to include one.
In this post, you’ll learn how to write an effective media pitch and find 7 practical examples from PR professionals.
If you’re looking to send a PR pitch, you can try Prowly’s free 7-day trial. Find relevant journalists, gain access to useful templates, and send personalized pitches at scale—all from one tool.
Getting media coverage for your brand, product, or service can be a game-changer. Securing highly-coveted placements in reputable publications lends credibility, drives web traffic, boosts brand awareness, and positions you as an authority in your industry.
But with journalists receiving hundreds of pitch emails per week, cutting through the noise and earning media coverage takes strategy and finesse.
In this comprehensive guide, I’ll walk through everything you need to craft attention-grabbing media pitches that get results. You’ll learn
- What makes a story newsworthy
- How to create targeted media lists
- Tips for writing irresistible subject lines
- How to structure your pitch for success
- Templates and examples from PR experts
Plus plenty of insider advice straight from journalists on what works—and what makes them hit delete
By the end, you’ll have all the tools you need to pitch like a pro and finally score that elusive media coverage. Let’s dive in!
What is a Media Pitch?
A media pitch is an email that persuasively sells a story idea to a journalist in the hopes of securing coverage. It highlights the newsworthy aspects of your brand, product, event, data, or other announcement in a way that resonates with the journalist’s beat and audience.
Well-crafted pitches pique curiosity, convey why readers will care, and compel the journalist to take action Your ultimate goal is to get your story covered by their publication
Media Pitch vs. Press Release
While pitches and press releases have some overlap, there are a few key differences:
- Purpose: A press release aims to announce news. A pitch sells a story.
- Angle: Releases report details. Pitches persuade and highlight angles.
- Format: Releases use standard PR formatting. Pitches take a conversational tone.
- Length: Releases can be verbose. Pitches should be short and scannable.
The main similarity? Neither guarantees coverage. But a targeted pitch that makes your story irresistible has a much better shot.
Before You Pitch: Lay the Groundwork
Pitching into the void almost always ends in silence. You’ll get much better results by doing your homework before reaching out. Here are a few pre-pitch best practices:
Research Publications and Journalists
Identify media outlets and specific reporters who cover topics relevant to your industry. Follow them on social media, subscribe to their articles and newsletters, and get a sense of their voice and the types of stories they cover. This context will come in handy when crafting your pitch.
Study Their Previous Work
Look at a journalist’s recently published articles for clues on formats, topics, angles and language that appeal to them and their audience. Pitch ideas can emerge organically from this research.
Make Sure Your News is Newsworthy
Your announcement needs to be timely, impactful, relevant, and of interest to readers. If it’s not genuinely newsworthy, hold off on pitching until you have a stronger story.
Time Your Pitch Strategically
Journalists on a tight deadline are less likely to respond. Avoid major holidays or known busy periods. And don’t pitch at 5pm on a Friday! Identify the best days/times to reach each journalist.
Prepare Any Additional Assets
Have images, infographics, spokesperson contacts, relevant data, backgrounders, case studies, or other supporting assets ready to share if requested.
When the foundation is set, you can start crafting killer pitch emails.
How to Write a Media Pitch Email
Getting your pitch opened, read, and acted on comes down to mastering a few key elements.
Perfect the Subject Line
Since journalists receive tons of pitches daily, a compelling subject line is critical. Guidelines:
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Keep it short and scannable: Shoot for under 50 characters.
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Lead with your main keyword(s): Summarize the essence of your pitch in a few words.
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Create curiosity: Ask a question or include a teaser.
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Avoid hype and urgency: Stay factual rather than using exclamation points or urgency cues.
Open Strong
Your opening sentence needs to sell the newsworthiness of your story. Imagine you only have one line to pique their interest before they disengage. Lead with the most timely, relevant, or surprising information.
Focus on Benefits to Readers
Zero in on angles tailored to what this journalist’s audience cares about. Avoid brand cheerleading. The publication’s readers come first.
Keep It Scannable
Journalists are inundated and stretched thin. Use short paragraphs, bullet points, and other formatting techniques to make your pitch easy to digest quickly.
Highlight Available Assets
Briefly mention any prepped assets (mentioned earlier) that support the story—but don’t necessarily include them. You want to provide options based on what the journalist needs.
Include a Clear Call to Action
Close with a specific ask and next steps, such as requesting a phone call or offering to provide more info. Give them a reason to reply.
Pitch writing follows the usual best practices for effective business communication. Be direct, specific, and compelling. Now let’s look at pitch structure.
The Anatomy of a Media Pitch Email
While you have some creative license based on your story, there’s a basic formula that works:
Subject Line
See tips above for crafting an effective subject line.
Salutation
Use their real name if sending one-to-one. For group pitches, greetings like “Hello [Outlet Name] Editors” work fine.
Opening Paragraph
Summarize the newsworthy details to grab their attention fast. Focus on the angle(s) most relevant to that journalist.
Supporting Details
Elaborate on the story in 2-3 short paragraphs. Share just enough context to articulate why it matters and why their readers will care.
Call to Action
Wrap up with a specific request for their time or feedback. Provide your contact details.
Sign Off
Close with a professional sign-off like “Best” or “Thank you for your consideration”. Add your name, title, and company.
That covers pitch format—but what should you actually say? Here are pitch examples and templates to help.
7 Pitch Examples That Scored Coverage
The best way to master media pitching is to learn from real-world examples. Let’s look at some successful pitches from PR experts and the coverage they earned.
1. New Product Launch
This pitch from PR firm Aircover announcing a new product launch led to coverage in TechCrunch.
![Techcrunch Pitch Example][]
Why it worked:
- Grabs attention with launch news
- Focuses on product benefits
- Offers media exclusive for first access
2. Trendjacking
Muck Rack’s pitch capitalizing on a Reddit trend led to a story in Mashable.![Mashable Pitch Example][]
Why it worked:
- Timely idea based on viral trend
- Frames the data around reader interests
- Lets the journalist shape the story
3. Survey Data
This pitch from Fractl helped land their client exposure in The Wall Street Journal, Entrepreneur, USA Today, and more.![Wall Street Journal Pitch][]
Why it worked:
- Newsy, timely, and data-driven angle
- Focused on consumer insights
- Quick turnaround potential
4. Contributed Article
This pitch from Pitchbox resulted in a contributed piece in Business Insider.![Business Insider Pitch][]
Why it worked:
- Thought leadership positioning
- Relevant vertical and topic
- Outlines exactly what they’re pitching
5. Holiday Tie-In
This holiday-themed pitch by TrendKite scored a placement in the Chicago Tribune.![Chicago Tribune Holiday Pitch][]
Why it worked:
- Timely pitch with a festive angle
- Focused on consumer data
- Localized angle for the outlet
6. Expert Commentary
This pitch highlights commentary from an SME, resulting in coverage in SecurityWeek.
Before you write a media pitch
Before you begin: Journalists and editors are flooded with press releases, media pitches, and various other demands on their time and attention.
Based on research from Fractl, 46.5% of journalists receive at least 11 media pitches per day, while 28.64% receive over 26 pitches per day.
Knowing what to include in your media pitch—and what to leave out—will greatly improve your chances of getting a reply. Keep in mind, even a single typo in a cold pitch is enough to turn possibility into disaster.
PR pitch example #5
Matthew Zajechowski, Outreach Team Lead and Content Marketing Promotions Specialist @ Digital Third Coast Internet Marketing
Similar to the previous example, Matthew’s media pitching is another example of giving value by offering an original report on a topic that was newsworthy at the time.
The results? Over 250+ unique placements all who’ve linked back to this page for this campaign using this specific pitch.
10 Commandments of Media Pitching// How to Pitch the Media // How to Write a Pitch for a Journalist
What are the different types of media pitches?
There are three common types of media pitches: the cold pitch, the established contact pitch and the follow-up pitch. You’ll want to approach each of these differently. 1. Cold pitch A cold pitch is sent to a journalist or contact you haven’t connected with before.
How do you write a media pitch?
Here’s how an effective media pitch is structured: You start with the lead. This is your news peg or why your story is newsworthy. Next, put your call-to-action. This is what you want your target journalist to do – write a product review, conduct an interview, mention your company is an industry story.
What is a media pitch?
A media pitch is a short communication, typically an email or direct message, suggesting a news story to a journalist or editor at a publication, radio station or broadcast network. The goal of a pitch is to generate coverage and determine if your media contact is interested in creating a story around the content.
How do you write a pitch letter?
In the world of media, less is often more. Journalists sift through hundreds of emails daily. To make yours stand out, ensure it’s clear, concise, and straight to the point. Going through a pitch letter example can help you grasp the art of being succinct without losing essence. Tip #4. Offer Value
