Winning Pitches 101: Simple Steps to Get a Journalist’s Attention

➡️ Learn more about our AI-powered media contacts database.

Earned coverage doesn’t happen by chance - it begins with a smart, targeted pitch. The best ones are concise, relevant and tailored to journalist interests. 

Whether you're new to public relations or need a quick refresher, these seven proven tips will help you write pitches that get results. 

7 Simple Steps to Writing a Winning PR Pitch

1. Make It Relevant

Journalists want pitches that match their beat. And it all starts with research.  

Take time to learn: 

• What topics do they cover? 

• What is their tone? 

• Who is their audience? 

Tailor your pitch to reflect their interests. If it’s not a fit for their audience, it’s an automatic “no.” 

Quick tip: Read what they’ve written recently. Mention a story you liked or how your pitch builds on it. This shows respect for their work and proves your pitch isn’t generic. 

Want to save time? Try our AI-powered Personalized Pitch – designed to create tailored 1:1 outreach at scale.

2. Offer Real Value

Ask yourself: What’s the story here?  

Reporters care about: 

• Solving a problem 

• New or exclusive data 

• Timely insights 

• Unique angles 

A great pitch gives the reporter something they can’t easily get anywhere else. 

Highlight your news hook up front – what’s new or different about your pitch. Think: Is this the first of its kind? The best at something? The only option available? If yes, say that up front. That’s your “news nugget.” 

3. Craft a Strong Subject Line

Reporters decide whether to open your email in seconds, meaning your subject line is incredibly important. 

Stick to: 

• 8 – 10 words max 

• No clickbait 

• Clear and relevant 

Examples: 

• “New Report: Gen Z Spending Up 40% Since 2022” 

Quick Tip: Focus on clarity over creativity. A good subject line tells the story in a nutshell. 

4. Keep the Body Short and Skimmable

No one has time to read long emails – especially reporters under a deadline. If your pitch is too wordy, it won’t get read.  

Stick to the essentials: 

• A quick intro (1-2 sentences) 
  

• Why it matters now 
  

• What you're offering (data, spokesperson, access) 
  

• What you want them to do 

Use short paragraphs, bullet points if necessary, and avoid jargon. 

Quick Tip: Think of your email as a teaser – not a full press release. 

5. Include a Clear Call-to-Action

Don’t leave the reporter guessing.

End your pitch with something clear and direct: 

• “Let me know if you’d like to set up an interview.” 

• “I can connect you with our spokesperson this week.” 

A specific CTA increases your chances of getting a reply. 

6. Link to Multimedia Assets

Visuals improve pitch engagement, but don’t attach files. Some email filters might block them or send your email to spam. 

A safe route?  

• Link to assets (Dropbox, Google Drive, newsroom, etc) 

• Label them clearly (“Survey Infographic,” “CEO Headshot”) 

• Describe what’s included so the reporter knows it’s worth clicking

7. Always Proofread

Even small typos can hurt your credibility. Double-check: 

• The journalist’s name 

• Any links 

• Grammar and spelling 

Use tools like Grammarly, or have a colleague give it a final review before hitting send. 

Don't Be Afraid to Follow Up - But Don't Be Pushy

No reply? Give it a few days and follow up politely. 

Best practices: 

• Wait at least three business days 

• Keep it even shorter than the original pitch. 

• Don’t ask, “Did you see my email?” Instead, offer a small update or a new angle. 

Only follow up once. If they’re not interested, thank them and move on. PR is a relationship game.

Your Story Goes Here: Learn More About Our PR Solutions

Great pitches do more than get opened - they start real, meaningful conversations.

When you focus on what matters to the journalist, you're not chasing headlines - you're building long-term media relationships. 

Ready to pitch smarter? Explore our PR tools that make your job easier and more effective.