In the world of public relations, your pitch is everything. Whether you’re trying to get your product covered by a major publication or secure an interview with a journalist, your press pitch is the first impression—and often the only one—you’ll get.
And with journalists receiving dozens, if not hundreds, of emails each day, your pitch must be concise, relevant, and respectful of their time. Writing a press pitch isn’t just about sharing your story; it’s about offering value. It’s about understanding the media landscape and aligning your pitch with what journalists are looking for.
Below is a detailed guide that outlines the dos and don’ts of writing an effective press pitch that grabs attention and earns coverage.
The Dos of Writing a Press Pitch
Do Personalize Every Pitch
No two journalists are the same, and your pitch should reflect that. A one-size-fits-all approach rarely works. Research each journalist before reaching out—read a few of their recent articles, understand their beat, and tailor your pitch accordingly. Mentioning a relevant article they’ve written or explaining why your story fits their audience can go a long way in demonstrating that you’ve done your homework.
Do Start with a Strong Subject Line
Your subject line is the gateway to your pitch. Journalists often decide whether or not to open an email based on this alone. It should be clear, specific, and interesting. Avoid vague language like “Great story idea” or “Exciting opportunity.” Instead, be direct. For example: “Tech Startup Raises $1M to Revolutionize Online Education.”
Think of your subject line as a headline—it should give a reason to click without overselling.
Do Get to the Point Quickly
The first two lines of your email should clearly state who you are, what you’re pitching, and why it matters. Journalists do not have time to sift through paragraphs of background before understanding the point of your email. Start strong, and then provide more context if needed.
Example:
“I’m reaching out with a timely story idea about how remote learning startups are adapting in 2025. Our platform, EdFlex, just raised $1M to launch an AI-based tutoring feature.”
This immediately establishes relevance and gives the journalist a reason to continue reading.
Do Provide a News Angle
Journalists want newsworthy stories. Your pitch should go beyond self-promotion and offer something timely, relevant, or unique. Ask yourself: Why now? Is there a trend, event, or shift in the industry that makes this story relevant today?
A strong news angle helps your pitch feel urgent and current, which increases the chances of getting covered.
Do Include a Clear Call to Action
After you’ve presented your story, tell the journalist what you’re hoping for. Whether it’s an interview, product review, or article mention, make the request clear and easy to act on.
Example:
“I’d be happy to set up a quick interview with our founder if this is something you’d like to explore.”
This gives the journalist a specific next step and makes your intentions transparent.
The Dos and Don’ts of Writing a Press PitchDo Include Supporting Materials
If relevant, include a link to your press kit, high-resolution images, a media release, or your website. These materials should be well-organized and easy to access. Avoid sending large attachments—use cloud storage links instead, and ensure permissions are properly set for public or journalist access.
The Don’ts of Writing a Press Pitch
Don’t Be Vague or Rambling
Journalists are busy professionals. They need to quickly understand what you’re offering and why it matters. Long introductions or vague descriptions waste time and reduce your chances of getting a response.
Avoid filler like “I hope this email finds you well” or “Let me tell you about our amazing brand.” Instead, be direct and relevant from the beginning.
Don’t Send a Mass Email
One of the biggest mistakes in pitching is sending the same message to dozens of journalists with only the name changed. These generic emails are easy to spot and are often ignored. Worse, they can damage your credibility.
Focus on quality over quantity. Ten well-researched, personalized pitches will perform better than a hundred generic ones.
Don’t Oversell or Exaggerate
Avoid using exaggerated language like “groundbreaking,” “revolutionary,” or “life-changing” unless you can back those claims with facts. Journalists are trained to be skeptical. If your product or story is genuinely interesting, it will speak for itself without needing over-the-top language.
Stick to objective descriptions and let the journalist decide how big the story is.
Don’t Pitch Stories That Don’t Fit the Journalist’s Beat
Before sending a pitch, make sure the journalist actually covers the topic you’re pitching. A finance reporter probably won’t write about a new skincare line, and a music writer won’t be interested in your restaurant opening.
Pitching irrelevant stories shows a lack of research and wastes the journalist’s time. It may even lead them to ignore future pitches from you, regardless of relevance.
Don’t Forget to Follow Up—But Don’t Be Pushy
It’s perfectly acceptable to follow up if you haven’t heard back within a week. But your follow-up should be polite and brief. Never send aggressive or impatient messages.
Example follow-up:
“Just checking in to see if you had a chance to review the story idea I sent last week. I’d be happy to provide additional information or assets if needed.”
If you still don’t get a response, move on. Constantly emailing a journalist can harm your relationship and make you appear unprofessional.
Don’t Include Too Much Unnecessary Information
A common error is trying to fit everything into one pitch—your brand story, your mission, your entire product catalog. A pitch is not a company profile. Stick to one key angle or story idea per email. You can always offer more background information if the journalist expresses interest.
Keep your pitch focused, streamlined, and relevant.
Writing an effective press pitch is part communication, part psychology, and part strategy. It’s about knowing your audience (in this case, the journalist), respecting their time, and offering them something of value that also aligns with your goals.
When done well, a strong press pitch can open the door to valuable media coverage, build your credibility, and grow your brand awareness. But when done poorly, it can lead to missed opportunities or even hurt your media relationships.
Take the time to research, write clearly, and focus on the story—not just the sale. Approach every pitch as the start of a professional relationship, not just a transaction. In the long run, a thoughtful, strategic pitch will serve you far better than a rushed or generic one.