Media pitches are the foundation of any successful Digital PR campaign.
When they’re strong, they grab the attention of journalists and lead to valuable media coverage that drives engagement. A lacklustre pitch, however, will fail to break through the noise.
Muck Rack research found that journalists get an average of six pitches per day, and 49% of them reply to none of them.
To catch their attention, invest time in refining your approach. With a few essential tweaks, you can turn a simple idea into a compelling story.
What Makes a Great Pitch
Sending out a generic press release no longer cuts it unless maybe you’re Apple or Beyoncé.
For your pitch to resonate with journalists, it needs to be compelling.
Relevance and Newsworthiness
Journalists are constantly on the lookout for fresh perspectives on topics of interest.
If you can connect your brand to something in the news cycle, your chances of securing coverage grow.
Leverage user-generated content for your pitches too.
Because of this, see whether you can tie your pitch to current events or emerging trends to boost its relevance.
Journalists want to provide readers with value. You're halfway there as long as you can help them do that.
Data and Expert Insights
68% of journalists say they want data from PR pitches. Original research adds credibility to a story, making your pitch downright irresistible.
Studies, surveys, statistics - any findings that are surprising or useful work in your brand’s favour. You can also incorporate commentary from industry experts to earn bonus points.
Multimedia Elements
Multimedia elements can be worth a thousand words.
In fact, 22% of journalists say they want PR pitches to include photos, videos, infographics, quizzes, or other (interactive) visual aids.
Besides making your pitch engaging, multimedia elements tell your story more effectively.
You can also use them to break down complex information, providing added value to readers.
However, make sure your graphics or videos align with the outlet’s format and audience.
For instance, high-resolution product shots are great for a lifestyle blog, while a tech site might prefer an explainer video. See what type of media the outlet usually uses to illustrate stories when crafting your pitch.
Compelling Subject Lines
While the content of your pitch will ultimately sway journalists, the presentation also matters.
An important way to sway them is with a good subject line. The subject line needs to be intriguing and informative so you can make a good first impression.
Good subject lines spark curiosity while also providing enough context for journalists to understand whether the pitch is worth their time.
Make your subject line clear and concise, with a hook that pulls in the reader. Phrases like “exclusive insight” can work, provided they don’t veer into clickbait territory.
You can also use numbers. Emails with numbers in the subject line have a higher open rate.
Personalisation
Not tailoring your approach to each journalist doesn’t bode well for your chances of winning them over.
A personalised message, meanwhile, suggests you've done your homework and makes them more likely to check out what you have to say.
Take the time to read the journalist’s past work and familiarise yourself with their outlet. You can also peruse their social media profiles to gauge their interests.
In your pitch, mention a topic they’ve covered to establish a connection. Then, briefly explain why your story is appropriate for them.
Common Pitching Mistakes to Avoid
Pitches can be so bad they go viral for all the wrong reasons. Don’t let that be you.
Generic or Sales-y Pitches
Seasoned journalists can spot generic writing in a matter of seconds. In other words, not taking the time to tailor your message to the sender will land your email in the bin.
Similarly, pitches that are too boastful or sound like advertisements might not fare any better. Journalists aren’t interested in helping you sell; they want to cover newsworthy topics.
Instead, prioritise storytelling and build a narrative around your message to emphasise its relevance.
Lack of Research
Journalists appreciate pitches that fit into their beat. When you send a pitch to the wrong journalist, you waste both your time and theirs. You also appear unprofessional, damaging your credibility.
That’s where targeted media lists come in. Tools like Muck Rack help you find journalists who already covered topics similar to yours. If your story aligns with their interests, you have better odds of receiving a reply.
Poor Timing
Pitches that land in a journalist’s inbox at the wrong time can get buried.
Journalists are most receptive to pitches from Tuesday to Thursday, preferably between 10 am and 2 pm. That’s your best shot at catching them looking through emails for story ideas.
Additionally, be mindful of editorial calendars. If you have a story tied to a holiday or a seasonal trend, for example, send it well in advance. Journalists often work on these stories in the weeks prior.
Overly Long Pitches
Journalists are busy, so your best bet is to get straight to the point. If you start with 500 words about your brand, they’ll lose interest before they even get to the meat of the story. Around 150 words is the sweet spot, with short pitches boasting a higher response rate.
A Step-by-Step Guide to Crafting the Perfect Pitch
Creating a good pitch involves a lot of research and a dash of inspiration. By taking things one at a time, you make sure you stay on top of your game.
Research and Preparation
Platforms like Muck Rack or Prowly can help you identify journalists and outlets for a targeted media list.
To boost relevance, focus on media contacts who covered similar topics and review their recent work to ensure they’re a good fit.
You should also assess the outlet’s audience and style. That way, you can tailor your pitch to their preferences.
Developing Your Angle
One of the trickiest parts of pitching is finding the right approach. The quickest way to identify a newsworthy angle for your story is by answering these questions:
- Does your story solve a common problem?
- Can you find a way to evoke strong emotions like inspiration or urgency?
- Is there research that supports your point?
- Is there an unexpected element that makes your story stand out?
- Does your pitch feature a prominent industry leader?
- Could your story spark debate?
This is also where you should see if you can link your pitch to a current trend or event. For instance, if you’re pitching a product related to personal finance, you can tie it to tax season or an economic shift.
Writing the Pitch
Once you have an angle, write the actual pitch:
- Pick a compelling opening line, like a statistic or a bold statement that grabs attention and sets the tone.
- Follow up with the body of your pitch, in which you outline the main points.
- End with a clear call to action, such as providing additional resources or offering to connect the journalist with an expert.
Refining and Proofreading
Before sending out your pitch, take a breath and move on to editing. Make sure the information is accurate, the links work, and all the names (including the journalists) are spelt correctly.
You can use tools like Grammarly to catch typos, and you should read your pitch out loud to check for flow.
Follow-up Strategies
If you did everything right but failed to get a response, follow up.
A few days after your original pitch, send the journalist a brief email reiterating your interest and offering to answer any questions.
In case the journalist still doesn’t show interest, don’t take it personally, and keep all your messages polite.
This improves your chances of building a genuine connection, which may make it easier for you to secure future coverage.
Real-Life Examples of Successful Pitches
So, what does a successful pitch actually look like? These examples might help.
The “Short and Snappy” Pitch
The pitch:
Hi Ms. Journalist,
While 95% of New Year Resolutions are fitness-related, about 43% of people give up on them after only a month. One of the most common challenges is staying consistent with your gym routine.
Awesome Fitness, a company that offers gym management software, can provide tips on how people can stick to their goals in the long run by booking classes automatically and accessing training videos when they don’t feel like leaving the house. I can put you in touch with Awesome Fitness’s CEO, Mr. Muscle.
Thanks!
Why it works:
The pitch is particularly effective because it promises to offer tips that solve a problem many people struggle with.
The sender doesn’t dwell on fluff. Instead, they get straight to the point, catching the reader’s attention with a surprising statistic.
Moreover, the pitch ends with a clear call to action, so the journalist knows what to do if they want to write an article on the topic.
The “New Angle on Your Story” Pitch
The pitch:
Hi Ms. Journalist,
I read your story on how people in their 30s struggle to make new friends and found it compelling.
In case you’re working on a follow-up, one of my clients is gearing up to launch a new app that connects people in the same city who have similar interests. Dungeons & Dragons fans, for example, can sign up to find other people in their area who enjoy the game.
If you are interested in learning more about the product, I’m happy to connect you with the team or send over a demo.
Thanks!
Why it works:
This pitch highlights the importance of personalisation. By mentioning the journalist’s previous story, the PR specialist shows they’re engaged with their work.
Not only that, but they directly tie the pitch into that story, offering a potential solution to the problem the journalist pointed out. In short, it offers value.
The “Do You Want Some Data?” Pitch
The pitch:
Hi Ms. Journalist,
I know you covered sleep deprivation and sleep disorders in the past, and I thought you might be interested in a new study conducted by Fatttigue, a company that provides comfortable sleepwear.
Our research reveals that 89% of respondents spend the last minutes of their day scrolling on their phones, which is known to affect sleep. Additionally, 45% of them also have the TV running in the background, making it even more difficult for them to get some shut-eye.
If you’re interested in the findings, the Fatttigue CEO can share more in-depth data about the study and provide advice on how to adjust your night routine to boost sleep quality. I’m happy to connect the two of you.
Thanks!
Why it works:
Besides the personalised aspect of the pitch, the research-based statistics make it compelling. They directly tie into the journalist’s focus area, so they’re likely to grab attention. Plus, the message is direct, the call to action clear, and the angle provides value to readers.
Practice Makes Your Pitch Perfect
Valuable media placements don’t come easy. To grab the attention of journalists, pitches need to be timely and relevant. Once you crack the recipe, finding unique angles for your stories won’t seem so difficult anymore.
Even so, refining pitches is an ongoing process. Keep adapting your strategies based on feedback. Experimenting with different approaches might yield even better results.
