How To Write A Media Pitch (w/ Examples and Templates)

Securing media coverage is a game-changer for businesses, brands, and individuals looking to gain credibility and visibility. However, getting a journalist’s attention isn’t easy, especially with overflowing inboxes filled with press releases and pitches. This is where a well-crafted media pitch comes in.

A media pitch is a concise and compelling message sent to a journalist, editor, or influencer to persuade them to cover a story. It highlights why the story is relevant, timely, and valuable to their audience.

Done right, a media pitch can result in valuable media placements that boost brand awareness, credibility, and reach. But crafting the perfect pitch requires research, strategy, and a keen understanding of what journalists look for in a story.

In this guide, we’ll show you how to write the perfect media pitch, provide examples and templates, as well as pitfalls that you need to avoid.

Understanding the Different Types of Media Pitches

Before writing a media pitch, it’s important to understand the different types available. Choosing the right approach depends on the story, audience, and journalist’s preferences.

1. Email Pitch

The most common and preferred method for reaching journalists is email. A strong email pitch is direct, well-structured, and includes a compelling subject line. Since journalists receive hundreds of emails daily, it’s crucial to make your message stand out.

2. Phone Pitch

Although less common, phone pitching is still used, especially for urgent or high-priority stories. It requires confidence, preparation, and the ability to deliver a concise pitch in under a minute. Phone pitches work best when you already have a relationship with the journalist.

3. Social Media Pitch

Social media platforms like Twitter, LinkedIn, and Instagram have become valuable tools for pitching. Many journalists are active on these platforms, making them great places to connect. A social media pitch should be short, engaging, and direct.

4. Press Release vs. Media Pitch

A press release provides structured information about an event, product launch, or announcement, often meant for mass distribution. A media pitch, on the other hand, is highly personalized and crafted to grab an individual journalist’s interest.

While a press release can be included in a pitch, the pitch itself should highlight why the story is newsworthy.

Researching and Targeting the Right Journalist or Media Outlet

A great media pitch is only effective if it reaches the right person. Sending pitches blindly to random journalists often results in rejection or no response. Researching and identifying the best media contacts significantly increases your chances of success.

1. How to Identify the Right Journalist

Start by looking for journalists who cover your industry or niche. Use platforms like:

• Google News – Search for similar stories to find journalists who have written about your topic.
• Twitter and LinkedIn – Many journalists share their latest articles and interests on social media.
• Media Databases – Platforms like Muck Rack, Cision, and HARO help you find journalists based on their beat.

Once you have a list, analyze their writing style, interests, and the types of stories they cover. Personalization is key, so avoid pitching to journalists who have no interest in your subject matter.

2. Understanding Their Writing Style and Beat

Every journalist has a specific beat, whether it’s technology, fashion, business, or health. Read their past articles to understand the tone, preferred angles, and recurring themes in their writing. If a journalist focuses on investigative pieces, a lighthearted brand feature pitch might not be the best fit.

3. Personalizing Your Pitch

A generic pitch is one of the quickest ways to get ignored. Personalization shows that you’ve done your homework and genuinely believe your story aligns with the journalist’s interests. Mention a recent article they wrote and explain why your story complements their coverage.

For example:

✅ Good Pitch Personalization:
“I recently read your article on sustainable fashion trends, and I loved your insight on how small brands are leading the change. Our startup has just developed an eco-friendly textile that could be a great addition to your next piece on sustainability in fashion.”

❌ Bad Pitch Personalization:
“Dear Journalist, I have a great story idea that I think your readers will love. Please let me know if you’re interested.”

Taking the time to personalize your pitch makes a huge difference in how it’s received.

Key Elements of a Winning Media Pitch

A strong media pitch follows a structured format that captures the journalist’s attention while keeping the message concise. Journalists have limited time, so every element of your pitch should serve a purpose.

1. Compelling Subject Line

Your subject line is the first thing a journalist sees, and it determines whether your email gets opened or ignored. It should be intriguing, specific, and relevant to their audience.

Here are a few examples of strong subject lines:

• “Exclusive: How [Your Company] is Solving [Industry Problem]”
• “Want an Early Look? [New Product] is Changing [Industry]”
• “You Covered [Topic]—Here’s a Fresh Take You’ll Love”

Avoid vague or clickbait-style subject lines. Journalists appreciate clarity and authenticity.

2. Strong Opening Line

After the subject line, the first sentence needs to hook the reader. Instead of introducing yourself immediately, jump straight into the most compelling part of your story.

✅ Example of a Strong Opening:
“Did you know that 70% of small businesses struggle with customer retention? Our new AI-powered tool is changing that, and I’d love to share how it’s making an impact.”

❌ Example of a Weak Opening:
“Hi, my name is John Doe, and I work for XYZ Company. We specialize in creating marketing software…”

The goal is to engage the journalist right away and make them want to keep reading.

3. The Story Angle

Journalists don’t cover stories just because they sound interesting—they need a strong angle that aligns with their audience.

Consider these key factors when crafting your angle:

• Timeliness – Does it relate to a trending topic or recent event?
• Relevance – Why does this matter to the journalist’s audience?
• Uniqueness – What makes your story different from others?
• Emotional Appeal – Does it have a human-interest element?

For example, instead of saying:
“We launched a new fitness app.”

Try:
“With home workouts rising 300% since last year, our fitness app is helping people stay in shape with personalized, AI-driven workouts.”

4. Supporting Data and Credibility

Journalists appreciate pitches backed by facts, figures, and credible sources. If you have data, awards, or expert insights, include them to strengthen your story.

Example:
“According to a recent study, 85% of consumers prefer eco-friendly packaging. Our company is tackling this issue by developing biodegradable alternatives that dissolve in water, eliminating waste.”

5. Clear Call to Action

End your pitch with a direct and clear request. Don’t leave the journalist guessing about the next step.

Good examples:

• “Would you be interested in an exclusive interview with our CEO?”
• “Can I send over a sample for you to test?”
• “Would you like an early look at our new report before it’s published?”

Make it easy for the journalist to say yes by keeping the request simple and actionable.

How to Structure a Media Pitch (Step-by-Step Guide)

A well-organized pitch follows a simple structure that makes it easy for journalists to scan and understand. Here’s a breakdown of how to format your pitch:

1. Subject Line

Make it compelling and concise, ideally under 10 words.

Example:
“Exclusive: New Report on Remote Work Trends (2025)”

2. Greeting & Personalization

Address the journalist by name and reference a relevant article they’ve written to show you’ve done your research.

Example:
“Hi [Journalist’s Name], I enjoyed your recent article on [Topic]. Since you cover [Industry], I thought you might be interested in a story on [Your Pitch].”

3. Engaging Introduction

Hook the journalist with a compelling fact, question, or statistic.

Example:
“Did you know that 60% of Gen Z consumers prefer brands with strong social responsibility? Our latest survey reveals surprising insights into how brands can adapt.”

4. The Story Hook & Value Proposition

Explain why your story is relevant and why the journalist’s audience would care.

Example:
“Our company just launched the first AI-powered tool that helps small businesses automate customer retention, reducing churn by 40%.”

5. Supporting Details (Relevance, Data, Quotes)

Provide additional details, credibility, or expert insights.

Example:
“A recent Forbes study found that businesses lose $1.6 trillion annually due to customer churn. Our tool is designed to solve this issue, and we’ve already helped over 5,000 businesses improve retention.”

6. Call to Action

Clearly state what you want the journalist to do next.

Example:
“Would you be interested in speaking with our CEO for an exclusive interview? Let me know, and I’d be happy to set it up.”

7. Signature & Contact Information

End with your name, title, company, and contact details.

Example:
Best,
[Your Name]
[Your Position]
[Your Company]
[Your Email]
[Your Phone Number]

Media Pitch Examples for Different Scenarios

To help illustrate how to apply this framework, here are sample media pitches tailored to different situations:

1. Product Launch Pitch Example

Subject Line: “New AI Tool Reduces Small Business Churn by 40%”

Email Body:

“Hi [Journalist’s Name],

I recently read your article on small business marketing trends and loved your insights on customer retention challenges. Since you cover innovative business solutions, I wanted to introduce you to [Company Name], which just launched an AI-powered tool that helps businesses reduce customer churn by 40%.

A recent study found that small businesses lose billions annually due to customer turnover. Our tool automates personalized engagement, helping brands retain customers more effectively. We’ve already partnered with [Notable Company] to improve their retention rates.

Would you be interested in speaking with our CEO for an exclusive look at how this tool is shaping the future of customer loyalty?

Looking forward to your thoughts.

Best,
[Your Name]
[Your Position]
[Your Company]
[Your Contact Information]”

2. Expert Interview Pitch Example

Subject Line: “Interview Opportunity: AI Expert on the Future of Automation”

Email Body:

“Hi [Journalist’s Name],

I came across your recent article on automation in the workplace and found it insightful. Given your focus on AI-driven business trends, I wanted to offer you an exclusive interview with [Expert Name], a leading AI strategist who has worked with [Major Companies].

[Expert Name] can provide valuable insights into how AI will reshape industries in the next five years, from job automation to customer service innovations. With AI adoption expected to grow by 60% in the next three years, this topic is more relevant than ever.

Would you be interested in setting up a 20-minute interview? Happy to coordinate at your convenience.

Best,
[Your Name]
[Your Contact Information]”

Best Practices for Writing a Successful Media Pitch

Even the most well-crafted media pitches can be ignored if they don’t follow best practices. To increase your chances of getting a response, keep these key strategies in mind.

1. Keep It Short and Concise

Journalists receive dozens, sometimes hundreds, of pitches daily. A long, drawn-out email will likely get skipped. Aim to keep your email under 200 words while making sure all key details are included.

✅ Example of a Concise Pitch:

“Hi [Journalist’s Name],

I loved your recent article on [Topic], and I wanted to share a story I think your readers would appreciate. Our company, [Company Name], has developed a groundbreaking solution that solves [Industry Problem]. It’s already being used by [Notable Company] to [Achieve Result].

I’d love to set up a quick interview with our CEO to share exclusive insights. Would you be open to a 15-minute chat next week?

Looking forward to hearing your thoughts.

Best,
[Your Name]”

This pitch is brief, personalized, and to the point, making it easy for a journalist to scan and decide.

2. Personalization Matters

Generic, mass-sent emails rarely get responses. Journalists can tell when they’re receiving a cookie-cutter pitch. Instead, tailor your email by:

• Mentioning a specific article they’ve written.
• Connecting your pitch to their audience’s interests.
• Using their name rather than a generic greeting.

❌ Generic Pitch (Bad Example):

*”Dear Journalist,

I have a great story for you about my company’s new product launch. We think it’s a game-changer. Let me know if you’re interested.*”

✅ Personalized Pitch (Good Example):

*”Hi [Journalist’s Name],

I enjoyed your article on [Topic] and thought your perspective on [Specific Point] was insightful. Since you cover [Industry], I wanted to share an exclusive look at [Story Angle].*”

Personalized pitches show you’ve done your research and increase your chances of engagement.

3. Send It at the Right Time

The timing of your pitch can impact whether it gets read or ignored. Here are a few key considerations:

• Avoid Mondays – Journalists are catching up on emails.
• Midweek is Best – Tuesday, Wednesday, and Thursday mornings (between 7 AM and 11 AM) tend to have the best open rates.
• Consider Time Zones – If you’re pitching a journalist in a different region, send your email during their work hours.

If you’re pitching a breaking news story, send it as soon as possible. Otherwise, aim for midweek mornings for the best response rates.

4. Follow Up (But Don’t Be Annoying)

Journalists are busy, and sometimes emails get buried. A polite follow-up can remind them of your pitch without being pushy.

✅ Good Follow-Up Email:

*”Hi [Journalist’s Name],

Just wanted to follow up on my email from earlier this week. I know your inbox is busy, but I wanted to see if you’d be interested in the story about [Topic]. Let me know if you’d like more details—I’d be happy to provide them.

Looking forward to your thoughts.

Best,
[Your Name]”*

❌ Bad Follow-Up Email:

“Did you see my email? Please let me know ASAP.”

A good rule of thumb is to wait 3–5 days before following up, and only do it once or twice.

Media Pitch Templates for Different Scenarios

Now that you understand how to craft a strong pitch, here are some ready-to-use templates for different situations.

1. New Product Launch Pitch

📩 Subject Line: “Exclusive: How [Product Name] is Changing [Industry]”

Email:

*”Hi [Journalist’s Name],

I recently read your article on [Relevant Topic] and noticed your coverage of [Similar Product/Trend]. Since you focus on [Industry], I wanted to introduce you to [Product Name], launching next week.

[Product Name] is designed to [Solve Key Problem]. Unlike [Competitor], it offers [Unique Feature]. Our beta users have already seen [Impressive Statistic or Result].

Would you be interested in an exclusive look or an interview with our CEO? Let me know, and I’d be happy to share more details.

Best,
[Your Name]”*

2. Expert Interview Pitch

📩 Subject Line: “Interview Opportunity: [Expert Name] on [Industry Trend]”

Email:

*”Hi [Journalist’s Name],

I really enjoyed your recent piece on [Topic] and wanted to offer you an exclusive interview opportunity with [Expert Name], a [Expert’s Credentials].

[Expert Name] has worked with [Notable Companies] and can provide insights into [Hot Topic]. With recent developments in [Industry], their perspective would add valuable context.

Would you be open to a 20-minute call next week? Let me know what works best for you.

Best,
[Your Name]”*

3. Event Media Pitch

📩 Subject Line: “Invitation: [Event Name] on [Date]”

Email:

*”Hi [Journalist’s Name],

I wanted to personally invite you to [Event Name], happening on [Date] at [Location]. This event will feature [Notable Speakers] and cover [Key Topics].

We’d love for you to attend and cover the event. I can provide a media pass and set up interviews with [Notable Attendees]. Let me know if you’re interested, and I’d be happy to arrange everything for you.

Best,
[Your Name]”*

Common Mistakes to Avoid in Media Pitches

Even the best-intentioned pitches can fail due to common mistakes. Here’s what to watch out for:

1. Overly Promotional Language

A media pitch isn’t an advertisement. Avoid sounding like a sales pitch. Instead, focus on the value of the story to the journalist’s audience.

2. Sending Attachments

Most journalists won’t open attachments from unknown senders due to security concerns. Instead, include links to press releases, high-quality images, or further information.

3. Spamming Multiple Journalists at Once

Mass-emailing the same generic pitch to multiple journalists is ineffective. Instead, personalize each pitch for the recipient.

4. Lack of Clarity

Your pitch should clearly state the story angle and why it matters. If a journalist has to guess the point, they’ll likely ignore it.

Final Thoughts

Writing a compelling media pitch takes strategy, personalization, and timing. By focusing on a strong subject line, engaging story angle, relevant data, and a clear call to action, you increase your chances of grabbing a journalist’s attention.

To recap, here’s what makes a great media pitch:
✅ Personalization – Reference their work and audience.
✅ Concise Messaging – Keep it under 200 words.
✅ Compelling Angle – Highlight relevance and uniqueness.
✅ Clear Call to Action – Make the next step obvious.
✅ Professional Follow-Up – Be persistent, but not pushy.

By implementing these strategies and using the provided templates, you’ll be well-equipped to craft winning media pitches that lead to press coverage, interviews, and valuable media relationships.

FAQs

1. Should I pitch journalists via email or social media?

Email is generally the best way to pitch journalists, as it’s more professional and allows them to respond at their convenience. However, if a journalist is active on social media (especially Twitter/X or LinkedIn), a short, polite message there can sometimes be an effective way to get their attention before sending an email.

2. How do I find the right journalist to pitch to?

Research journalists who have covered similar topics in the past. Look at bylines in industry publications, use tools like Muck Rack, Cision, or Twitter/X, and check media outlet websites for staff directories. Always pitch to journalists who are relevant to your story’s topic.

3. Can I pitch the same story to multiple journalists?

Yes, but be strategic. If you’re offering an exclusive, pitch one journalist at a time. Otherwise, personalize each pitch and avoid sending mass emails. If multiple journalists pick up the story, ensure your responses are tailored to each publication.