How to Personalize Your PR Pitches

In today’s media landscape, journalists receive dozens—if not hundreds—of PR pitches every day. Most of those end up ignored, deleted, or flagged as spam. The number one reason? They’re generic. A mass email that starts with “Hi there” and delivers a templated pitch about a product or event rarely stands out.

To break through the noise, you need to personalize your PR pitches. A personalized pitch doesn’t just show you did your homework—it shows you respect the journalist’s time and beat, and that your story truly aligns with their interests.

Here’s how to personalize your PR outreach and dramatically increase your chances of getting noticed, opened, and published.

Start with the Right Journalist

The first and most important step in personalizing your pitch is sending it to the right person. Before you even think about writing your email, research which journalist is the best fit for your story.

Use Google, LinkedIn, Muck Rack, or simply search through an outlet’s site to:

• Read bylines and find someone who’s written about similar topics.

• Check their beat—are they a tech reporter, lifestyle editor, or entertainment columnist?

• See if they’re a staff writer, freelancer, or contributor (this can affect how they take pitches).

• Review their recent work and writing style.

Personalization begins with relevance. Even the best-written pitch will be ignored if it’s sent to the wrong person.

Use Their Name—Correctly

It seems simple, but you’d be surprised how many pitches begin with “Hi” or “Dear Editor.” Always use the recipient’s first name and double-check the spelling.

Avoid copying and pasting without checking details. Getting their name or outlet wrong signals laziness—and it’s an instant turn-off.

Instead of:

Dear [Insert Name Here]

Say:

Hi Jessica,
I just read your recent piece on the rising popularity of zero-waste packaging—it was insightful and timely.

This small effort immediately builds rapport and shows you’re not mass-emailing a list.

Reference Their Recent Work

Mentioning a journalist’s recent article, tweet, or interview shows you’re familiar with their interests. It also demonstrates respect for their work, which can make them more receptive.

For example:

I saw your recent story on how Gen Z is reshaping consumer trends in fashion. I thought you might be interested in our upcoming report on eco-conscious buying behaviors among Gen Z women.

This signals that you’ve taken the time to understand their work and are offering something that naturally fits into their existing coverage.

Tailor the Angle to Their Beat

Even if you’re pitching the same product or news to multiple journalists, don’t use the same pitch for each one. Instead, tailor your angle to match the journalist’s beat and audience.

Let’s say you’re promoting a new mental health app. You could pitch it differently depending on the journalist:

• Tech reporter: Focus on innovation, AI integration, or the development team.

• Health writer: Highlight the app’s effectiveness, clinical trials, or partnerships with therapists.

• Lifestyle editor: Emphasize ease of use, design, and testimonials from users.

Each journalist has a unique perspective. Customize the way you frame your story to match theirs.

Offer Exclusive Content or Access

Reporters are always looking for fresh angles, scoops, or exclusive insights. Offering them something unique or first can make your pitch more appealing.

This could include:

• An exclusive interview with your CEO or founder

• Early access to data or reports before public release

• A first look at a product or prototype

• Unique visuals, photos, or videos tailored to their publication

If you’re pitching multiple journalists, consider offering different exclusives to different outlets. Make sure you note this in your email:

I’d love to offer you an exclusive first look at our data before it goes public next week.

Write Like a Human, Not a Robot

Avoid jargon, buzzwords, and overly polished corporate language. Journalists are people—write to them like one.

Be conversational, concise, and friendly. Instead of stuffing your email with marketing lingo or long-winded intros, get to the point:

• Who are you?

• Why are you reaching out?

• Why does this story matter to them and their readers?

Here’s a humanized opening:

I’m reaching out because I think you’d be interested in a story about how local chefs are teaming up to reduce food waste in city restaurants.

Keep your tone professional but approachable.

Show What’s In It for Them

Journalists don’t work for your brand—they work for their readers. Your pitch should make it clear how your story adds value to their audience.

Ask yourself:

• Why should this journalist’s readers care?

• What problem does this story solve?

• How does it connect to a trending issue or cultural moment?

Always focus on the news value. Think in terms of relevance, impact, timeliness, and novelty.

For instance:

With Earth Day around the corner, I thought you might be interested in covering how our startup is turning ocean plastic into wearable fashion.

Include a Custom Subject Line

Your subject line is the first thing a journalist sees—and it determines whether they’ll even open your email.

Avoid generic lines like:

Exciting press release!

Instead, craft a subject line that speaks directly to the journalist’s beat and hints at the story angle.

Examples:

• “Exclusive: Data Shows 60% of Gen Zs Now Prefer Sustainable Packaging”

• “Interview Opportunity: Local Chef Tackles Food Waste in New Docuseries”

• “New Mental Health App Tackles Burnout for Remote Workers”

A custom subject line shows effort and immediately signals relevance.

Follow Up Thoughtfully

Journalists are busy. Sometimes your pitch gets buried or overlooked. It’s completely acceptable to follow up—once or twice—as long as you do it respectfully.

Make sure your follow-up is personalized too. Remind them why the story might be relevant now, or reference something timely.

Avoid guilt-tripping or pestering. Instead, try:

Just checking in to see if this might be a fit for your upcoming health tech feature. Happy to provide any additional details or set up a quick call if helpful!

If you still don’t hear back, move on. Don’t spam or push—it only hurts your chances in the future.

Keep a Record of Responses

Track which journalists respond, show interest, or publish your story. Note what types of pitches work best for which contacts.

This helps you build long-term relationships. The next time you reach out, you can reference previous collaborations:

Great working with you on last year’s sustainability feature! I thought you might like this new update we’re working on.

Over time, this personalized approach turns reporters from cold contacts into trusted partners.