How To Pitch a Press Release To Journalists: A Step-by-Step Guide

So, you’ve written a press release - but that’s just the beginning. The next step is getting it noticed by journalists, and that’s where many struggle.

Featuring best practices from Michelle Garrett’s recent webinar, our blog is a step-by-step guide on how to sharpen your story pitch and get the media’s attention.

Let’s dive in!

Step 1: Research the Journalists and Media Outlets

To increase the chances of your news getting noticed, it's crucial to research who to send it to.

Here’s how to do it effectively:

Identify the Right Media Type

Determine whether your pitch is best suited for local, national, trade or broadcast media. This will help narrow down your focus.

Create a Targeted Media List

How can you do this quickly and effectively?

• Use a media database - Utilize PR tools, such as Notified’s media contacts database, that offer a user-friendly platform to build your list efficiently.
  
  
• Explore journalists’ social media profiles – Who are you following? Who should you be following? Look at journalists’ social accounts to see what they’re sharing and talking about.
  
  
• Keep your list focused - Ensure your list is specific and relevant to avoid spamming.
  
  
• Understand journalists’ work - Read the articles and stories by the journalists you’re targeting. This will give you insight into their writing style and the types of stories they cover.
  
  

Pro Tip: Don't Overlook the Smaller Publications

While targeting major outlets such as The Wall Street Journal can be effective, don’t forget the value of trade and local publications. These smaller outlets are often eager for stories and can be highly relevant to your target audience.

Step 2: Draft Your Pitch

When drafting your pitch, follow these steps:

Provide a Brief Overview

• Keep it simple: Start with a clear and concise summary of your news in the email. Get straight to the point quickly.
  
  
• Use bullet points: Present key details in bullet points to make the information easy to scan.
  
  
• Stick to facts: Use clear, factual language without unnecessary fluff.

Tell the Story

Don’t just present a product or service; explain why it matters. Describe the context and the problem it solves.

For example, instead of simply announcing a new software tool, illustrate how it addresses a significant challenge in the industry and the impact it can have.

Make It Timely

Make your pitch relevant to current events or trends. Explain why your news is important right now. Be cautious about “newsjacking”—ensure your news genuinely fits the current conversation without seeming forced.

Customize the Pitch

Customize your pitch to each journalist and their audience. You might create a base pitch and then adapt it for different verticals or publications.

Include the Full Press Release

Paste the full press release into the body of the email so journalists have all the details readily available.

Step 3: Pay Attention To the Subject Line

Don’t forget about the importance of the subject line! Use a clear and direct subject line and make sure it clearly explains what you’re pitching. Avoid vague subject lines such as “Quick question” unless you’re already in contact with the journalist.

For example, saying “Do you write about cybersecurity? I have a great source.” This could come across as annoying and might get your email blocked. Be specific and informative to catch the journalist’s attention.

Step 4: Incorporate these Essential Best Practices

Avoid the Sales Pitch

Keep your pitch factual and relevant. Avoid overly promotional language that could come across as hype. Phrases like “the greatest product ever” or “revolutionary” can turn journalists away. Instead, focus on clear, objective information.

Use Embargoes Wisely

Use embargoes carefully and only if you have a compelling story. An embargo should be used to give reporters a chance to prepare a story in advance, not just to pressure them into responding. Journalists need to agree to honor the embargo for it to be effective.

Finally, ensure there is a legitimate reason for the embargo.

Offer Exclusives

Provide exclusive content to top journalists who are highly relevant to your story. This could be a unique data point or an exclusive interview. Exclusives can increase the likelihood of coverage - but use them selectively.

Proof and Package Your Pitch

Before sending your pitch, proofread it carefully. Read it aloud, have someone else review it, use a proofreading tool and check all hyperlinks and numbers for accuracy. Always double-check the spelling of the journalist’s name.

Include everything a reporter might need:

• Visuals: Use platforms such as WeTransfer or Dropbox for large files. Avoid attachments in email.
  
  
• Interviews: Offer access to a subject matter expert or executive. Ensure availability and have a backup.
  
  
• Customer References: Verify these references before including them.
  
  
• Data: Link to relevant research or data.
  
  
• Timing: Allow enough lead time for your pitch. Try to send it in the morning and avoid Mondays, holidays or the day after long weekends. Proper timing can enhance the likelihood of your pitch being read and considered.
  
  
• Follow Up: If you don’t hear back, follow up 5-7 days after your initial pitch - but avoid excessive follow-ups.

When Should You Use a Newswire Service?

Deciding whether to use a newswire service (such as GlobeNewswire by Notified) for your press release depends on several factors - it’s something you need to evaluate based on your specific situation.

Here’s a closer look at when and why a wire service might be the right move for you:

Robust Distribution Options

Newswires serve as an important channel for getting your news in front of the right audiences. Whether your needs are local or global, a wire’s distribution network and their relationships with media partners around the world can provide expansive reach for your news.

For Publicly Traded Companies

If your company is publicly traded, you often need to use a newswire to distribute material news. This isn’t just a best practice; it’s a regulatory requirement. Using a wire service helps ensure you comply with the rules and it provides a formal channel for getting important news out to investors and the media.

Enhanced Verification and Trust

In today’s world of AI-generated content and fake news, credibility is key. Wire services like GlobeNewswire offer extra layers of verification, proving that your news is coming straight from the source. This added trust can make a big difference in how your release is received.

Learn more about CLEAR® Verified press releases.

Editorial Support

Many wire services provide editorial services to help polish your press release and catch any errors before it goes out. This extra set of eyes can help ensure your release is mistake-free and professionally presented.

By following these steps, you'll create pitches that grab journalists' attention and increase your chances of getting media coverage. A pitch that's well-researched, timely and targeted will help your press release stand out!