How to Write a News Pitch That Doesn't Make You Sound Like an Amateur or Get You Blacklisted by Journalists
Media relations is demanding but rewarding if you adhere to basic rules. It involves careful thought and preparation and adopting a reporter's mindset. Reporters, a shrinking group, are not passively waiting for your pitch; they're focused on their own tasks. Keep in mind that journalists, bloggers, and influencers are intelligent, deadline-driven professionals. Here are six things to consider as you craft your next pitch to help secure media coverage and boost brand visibility.
First, what is a media pitch?
A media pitch is a concise, persuasive email or message aimed at grabbing a journalist's attention and convincing them to cover your story, product, or event. The goal is to provide enough information to pique their interest while leaving them wanting to learn more. (So, not a press release.)
How long should my pitch be?
Short. Muck Rack’s State of Journalism 2024 study states most journalists prefer to keep pitches around 200 words (for reference, this blog post is 493 words).
Who should I pitch?
That’s a great question. Pitch the journalist or blogger who is already talking about your industry or topic. Tailoring your pitch to their interests and beat will significantly increase your chances of success. It should make them think, “Why didn’t I already know this?” or “Wow – I need to learn more!”
How do I write a compelling pitch in 200 words?
· Craft a clutch subject line: keep it short, attention-grabbing, and relevant.
· Personalize your introduction by addressing the journalist by name and referencing their recent work. Show you’ve done your homework!
· Keep your pitch concise and focused on the most newsworthy aspects of your story. Use bullet points or numbered lists for clarity.
· Highlight the value your story will bring to their audience. Clearly explain how it will benefit readers and why it's worth covering.
Include Compelling Stats and Visuals
Include an interesting stat or infographic for the journalist to learn more. Provide a link to your website for helpful and compelling images and videos that can help bring your story to life and make it more engaging.
Follow Up (But Don't Be Pushy)
If you don't hear back after sending your initial pitch, feel free to follow up. But wait at least a few days before following up and keep your message brief and respectful. Remember, journalists and influencers receive a high volume of pitches, so it's possible yours simply got lost in the shuffle.
Oh, and a few more tips…
According to the results of Muck Rack’s State of Journalism 2024 study:
83% of journalists prefer to be pitched via 1:1 email.
64% don’t care which day they are pitched—of those who do, 22% prefer to be pitched on a Monday.
44% want to receive pitches before noon.
Angela Klinske is a communications consultant with more than 25 years of communications and PR experience. Schedule a free consultation with Angela today.
