How to Write a Media Pitch: Examples & Template
Journalists are busy, and they’re only getting busier: According to our parent company, Cision’s 2024 State of the Media Report, one in two journalists is inundated with more than 50 media pitches per week. That could be why an overwhelming number of them want relevant, to-the-point pitches that are professional and personalised. Learning how to write a media pitch can help you not only capture attention and generate media coverage but also make meaningful long-term connections with reporters.
What Is a Media Pitch?
A media pitch is a short, targeted story proposal that PR professionals send to journalists, influencers, bloggers and media contacts. Unlike a press release, which is a formal announcement, or a media kit, which is a deep dive into your brand, a pitch is a form of personalised outreach designed to spark interest and start a conversation around a story idea.
Today, digital media and email have made pitching faster and more flexible than ever. According to our report, 87% of journalists prefer to receive media pitches by email. This is good news for PR professionals like you, because you can personalise your approach for each journalist and adapt your stories to current trends easier than ever.
How to Write a Media Pitch That Stands Out
The best media pitch examples are personal, relevant and easy to read. Each element is a chance to make an impression, so let’s dive into the basics of how to write a media pitch.
Start With a Compelling Subject Line
Your subject line is your first impression, so make sure it grabs attention and is no more than 100 characters long. Use keywords so that journalists immediately know what your pitch is about and why they should care. Avoid clickbait, which can lead to mistrust if the content doesn’t match the hype. Here are some media pitch example subject lines for different types of stories:
Exclusive: Local Chef Launches Food Rescue App to Combat Hunger
Study Shows Gen Z Spends 5x More on Plant-Based Foods Than Boomers
Former Apple Design Chief Joins EV Startup as Product Innovation Lead
Interview Opportunity: Meet the Engineer Who’s Teaching 1M Kids to Code
Growth Story: Tech Startup Hits 100K Users in First 90 Days
Personalise Your Opening
A personalised opening paragraph shows journalists you’ve done your homework, which builds trust. Search online for recent work or use a media database to identify the right journalists to reach out to. In your pitch, mention a recent article they’ve written and customise your message to their unique audience, so they know how your story fits with the topics they cover.
Make It Newsworthy
When asked to describe the perfect media pitch, journalists in our study cited relevance far more than any other factor. They want to know: Why does your story matter? Highlight what makes your story unique and relevant right now. Share a key statistic, connect it to current trends or explain what’s timely about it. Positioning your story in the right way makes it more appealing and increases your chances of a response.
Provide Supporting Materials
Supporting materials help journalists envision their coverage of your story. Stats, data points and expert quotes add depth, expertise and credibility, while multimedia distribution makes your story visually engaging and provides journalists with assets they can use in their work.
In our study, eight in 10 journalists said they’ve used multimedia elements PR professionals provided, including images and infographics. Journalists don’t have a lot of time: By providing these materials up front, you make it easier for them to cover your story with minimal effort.
Perfect Your Timing
Timing plays a huge role in whether your pitch gets attention. Early in the week is often best since inboxes are less crowded. Avoid major holidays, and consider how news cycles or other events might impact interest in your story. A well-timed pitch can make all the difference.
A Media Pitch Template for Any Topic
Crafting your media pitch is easier with a simple template. Here’s one to get you started:
Subject line: [Compelling Headline That Summarises Your Story]
Hi [Journalist Name],
I noticed your recent article about [relevant topic] in [publication name], and I thought you might be interested in a related story about [your topic].
[1-2 sentences explaining your news/announcement.]
Why this matters to you:
[Key statistic or data point]
[Industry impact or trend]
[Unique angle or hook]
I can provide:
[Expert] for interviews
Exclusive data/research
High-resolution images
[Other relevant resources]
Would you be interested in learning more? I'm happy to provide additional information or connect you with [expert name] for an interview.
Best regards,
[Your name]
[Title/Company]
[Contact information]
Top Three Examples of Media Pitches
Still not sure how to write a media pitch? Here are three full media pitch email examples for different scenarios: a product launch, exclusive interview and original research. Use these as inspiration for crafting your own pitches.
New Product Launch Media Pitch
For a product launch, focus on what makes the product innovative or timely. Emphasise what sets it apart, add a statistic if possible and highlight its relevance to the journalist’s audience.
Subject line: Eco-Friendly Laundry Pods Cut Plastic Waste by 70% – Meet the New GreenWave Line
Hi [Journalist Name],
I noticed your recent article about sustainable packaging trends in Unsustainable Magazine, and I thought you might be interested in a related story on a new eco-friendly laundry product.
GreenWave just launched a line of laundry detergent pods aimed at reducing plastic waste by 70%. These fully biodegradable, plastic-free packets dissolve in water, creating a sustainable alternative to typical packaging.
3 in 5 British people now seek plastic-free options in everyday purchases, and we believe it’s time to meet this rising demand for sustainable household products.
I’d love to share an exclusive interview with GreenWave’s CEO, along with high-res images of the product line to support your story. Let me know if you’d like to set something up or need additional details.
Thank you,
[Your Name and Information]
Exclusive Interview Media Pitch
This media pitch example connects a local entrepreneurial story to larger trends in sustainability and post-pandemic business recovery. The pitch highlights unique angles, offers concrete data and provides clear value to the journalist’s readers.
Subject line: Exclusive Interview: How a London Chef Built a £1M Business from Restaurant Scraps
Hi [Journalist Name],
I noticed your recent article about London’s booming dining scene in Time Out London, and I thought you might be interested in an exclusive interview with a local chef who’s turning food waste into profit.
Sarah Chen’s startup SecondLife Foods transforms restaurant scraps into premium pet treats. She’s already partnered with 25 local restaurants and saved 3,000 kilograms of food waste.
Here’s what you’d get:
An exclusive interview with Sarah Chen
Behind-the-scenes tour of the production facility
Restaurant partner testimonials
The latest sales and growth data
40% of London restaurants closed during COVID. SecondLife Foods offers a new revenue stream – and is the first woman-owned pet food manufacturer in the UK. If you’re interested in learning more, drop me a line.
Thank you,
[Your Name and Information]
Original Research Media Pitch
Original research that provides fresh information they can’t find elsewhere can be highly compelling for journalists. This media pitch example demonstrates how to highlight key data points and position your research as a timely resource.
Subject line: New Report Reveals 55% of Employees Feel More Productive Working Remotely
Hi [Journalist Name],
I read your recent article in HR Executive on remote work trends and thought you’d be interested in the latest research findings from London Market Research.
Our survey of 2,000 remote workers shows that over half report increased productivity while working from home. This study also explores employee attitudes towards hybrid setups, job satisfaction and future workplace expectations.
Key findings include:
55% of remote workers report feeling more productive
72% want a mix of in-office and remote work
68% would consider leaving their job if required to return full-time
I’d be happy to share the full report and arrange interviews with workplace experts who can discuss these findings in-depth. Let me know if you’re interested.
Thanks again,
[Your Name and Information]
After the Pitch: What’s Next?
A media pitch doesn’t end with the initial email. Follow-up and relationship building are key to success.
Follow Up Appropriately
How often should you follow up after a media pitch? The conventional wisdom is to follow up on media pitches no more than three times, but that could be changing: In our report, 64% of journalists said you should follow up on a pitch just once. And more than 25% said you should never follow up. If you do follow up, wait three to five days and keep your emails brief and respectful.
Build Long-Term Relationships
Successful media pitching examples are about building long-term relationships. Engage with journalists on social media by following them, commenting and sharing their work. Offer valuable, reliable information over time, and always respond professionally. These lasting connections will benefit your PR efforts in the long run.
Measure Success
You can’t improve your media pitches if you don’t track your success. Monitor response rates to see how many journalists engage and keep track of how much coverage you get. Document relationship growth and any patterns in timing that seem to work best. Media pitch and press release analytics help you understand what works and how to refine your strategy for better results.
Start Writing Media Pitches and Press Releases That Get Results
Learning how to write a media pitch that gets noticed is essential to your PR strategy, helping you build relationships, drive coverage and increase your brand’s visibility. But to get the best results, you need a partner that can help you write and distribute your press releases. With PR Newswire’s distribution network and targeting capabilities, you can reach the right media outlets and grow your brand’s impact. Ready to boost your PR efforts? Get started today.
FAQs
What should be included in a media pitch?
A media pitch should include a compelling subject line, a personalised opening and a strong value proposition explaining why the story matters. Adding supporting materials, like data points or images, can make it easier for journalists to visualise and share your story. These elements help create a complete, engaging pitch that’s easy to understand and attractive to the journalist’s audience.
How do you write a media pitch email?
The best media pitch email examples start with a clear, attention-grabbing subject line. In the opening, address the journalist by name and show you’ve done your research by referencing their recent work. In the main body, briefly explain why your story matters, keeping it to a few concise paragraphs. Attach any relevant materials and provide a way to contact you for further details.
Writing a great media pitch is a skill every PR professional should have. But even the best media pitch isn’t complete without a solid press release. Learn how to catch journalists’ attention with personalised outreach, compelling data and multimedia elements that make your press release stand out. Download the Definitive Guide to Crafting an Engaging Press Release to discover proven tips.