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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.
Journalists want pitches that match their beat. And it all starts with research.
Take time to learn:
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.
Ask yourself: What’s the story here?
Reporters care about:
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.”
Reporters decide whether to open your email in seconds, meaning your subject line is incredibly important.
Stick to:
Examples:
Quick Tip: Focus on clarity over creativity. A good subject line tells the story in a nutshell.
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:
Use short paragraphs, bullet points if necessary, and avoid jargon.
Quick Tip: Think of your email as a teaser – not a full press release.
Don’t leave the reporter guessing.
End your pitch with something clear and direct:
A specific CTA increases your chances of getting a reply.
Visuals improve pitch engagement, but don’t attach files. Some email filters might block them or send your email to spam.
A safe route?
Even small typos can hurt your credibility. Double-check:
Use tools like Grammarly, or have a colleague give it a final review before hitting send.
No reply? Give it a few days and follow up politely.
Best practices:
Only follow up once. If they’re not interested, thank them and move on. PR is a relationship game.
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.
We are Notified, and your story goes here. As the only technology partner dedicated to both investor relations and public relations professionals, we help you control and amplify your corporate narrative. Our fully integrated PR and IR platforms streamline every step—whether it's reaching the right media, press release distribution, and measurement or designing new IR websites, managing investor days, earnings releases, and regulatory filings. Connecting both worlds, GlobeNewswire is one of the world's largest and most trusted newswire distribution networks, serving leading organizations for over 30 years. Together, we empower communicators to inform a better world.
Notified is an affiliate of Equiniti Group Limited (EQ)