How to write a media pitch in 2024 [Pro Guide]

Media pitches are essential tools for gaining exposure and coverage in various outlets, from local newspapers to national TV networks and online platforms. Knowing how to craft a compelling pitch that resonates with journalists can be the difference between your story being featured or ignored. In 2024, the competition for media coverage is fierce, so writing a pitch that stands out is more important than ever. 

In this guide, we will walk you through the essentials of writing a media pitch, what to include, and how to customize it for specific publications.

What is a media pitch, exactly?

A media pitch is a short, personalized message sent to a journalist or editor, proposing a story angle that would be a good fit for their audience. The goal is to persuade them to cover your story by highlighting its relevance, timeliness, and interest to their audience.

Is your pitch newsworthy?

Journalists are inundated with pitches, so they only respond to stories that add value to their audience. A good story idea will include:

• Timeliness: Does the story relate to a current event, trend, or holiday?
• Relevance: Is it relevant to the outlet’s audience? Does it align with the topics they cover?
• Uniqueness: Is this something new or different from what’s already being covered?
• Impact: Will the story make a significant difference or influence others?

If your story ticks a few of these boxes, it’s likely newsworthy. If not, you may want to rethink your angle or wait for a more appropriate time to pitch.

Customizing your pitch

A one-size-fits-all pitch rarely works. Customization is key to catching a journalist’s eye. Here’s how you can tailor your pitch for specific editors, outlets, or journalists:

• Research the outlet: Understand the type of stories the publication or journalist usually covers. Are they focused on local news, human interest stories, or industry trends?
• Mention previous work: Customize your pitch whenever possible. Reference an article or piece they’ve written before and explain why your story would be a good fit as a follow-up or complement to that.
• Personalize the greeting: Always address the journalist by name and ensure the message feels personal, not like a generic email blast.
• Adjust tone and content: Match the style and tone of the publication. For example, a pitch to a tech magazine will likely require more data and hard facts than a pitch to a lifestyle blog.

Writing an engaging subject line

The subject line is the first thing a journalist will see, and it often determines whether they’ll open your email or ignore it. Writing a compelling subject line is crucial. Here are a few tips:

• Keep it short and clear: Aim for no more than six to eight words. Make sure it clearly conveys what the pitch is about.
• Be specific: Mention a key element of your story that’s likely to resonate with the journalist. If it’s data-driven, for example, include a standout statistic.
• Don’t use buzzwords or emojis, and stay away from industry jargon. 
• Use keywords in your subject line and pitch when possible. This doesn’t mean that every other word should be a keyword, but it is good to have between two and five. Use keywords that have been referenced within similar industry articles and specifically in other articles written by the target journalist.

Grabbing their attention 

Here are some effective ways to keep a journalist’s attention:

• Lead with relevance: Address a recent trend, news event, or article they’ve written that connects with your pitch. For example, "In light of your recent article on workplace productivity, I thought you’d be interested in how our new app is helping remote teams collaborate more efficiently."
• Tell a story: Introduce a real person, customer, or unique scenario that illustrates your story’s significance. Stories resonate far more than abstract ideas or claims. Example: “Sarah hadn’t left her home in five years due to chronic pain—until she tried our device.”
• Show immediate value: Let them know right away why their readers will care about this. Something like: “Your audience is looking for ways to save money on their grocery bills, and this app has helped hundreds of families cut their expenses by 15%.”

The key is to create intrigue, relevance, and value in those first few sentences so they’ll want to know more.

What to include in your media pitch

Now that you have the structure in mind, let’s focus on the core elements every media pitch should include. Here’s a breakdown of the components you need:

1. A personalized greeting

Address the journalist or editor by their first name. Never use generic greetings like “To Whom It May Concern.” Research the journalists to find out who they are and what they write about.

2. A brief introduction

Briefly introduce the purpose of your pitch. This should take no more than two to three sentences and focus on building credibility without overwhelming the reader with too much detail.

Example: “Hi [Journalist's Name], I’m [Your Name], the Senior Manager at [Company, descriptor of what the company does]. As experts in innovative tech solutions for remote workers, we make it our business to understand how the daily grind can impact workers, and I wanted to reach out about a new report we’ve just published on stress reduction.”

3. The hook (your story angle)

This is where you explain why your story is newsworthy. Keep the pitch short, between 150-200 words, and focus on why this particular audience will care about it. Be sure to include your company's website or a landing page. You can link the website within the first mention of your company’s name within the pitch. 

Example: “We recently surveyed 1,000 remote employees and discovered that 65% reported lower stress levels after using our mindfulness app. Given your coverage of mental health in the workplace, I believe this story would be a perfect fit for your readers who are looking for practical ways to improve their mental well-being in remote work settings.”

4. Supporting information or statistics

Add one or two key pieces of information that back up your story, such as statistics, customer testimonials, or expert opinions. Make sure this information is relevant to the journalist’s beat and audience.

Example: “Our app has been adopted by 150 companies across the U.S., helping more than 25,000 employees manage stress more effectively while working remotely. Since remote work is here to stay, tools like this are becoming essential for workplace well-being.”

5. Clear call to action

A media pitch should not only inform but also prompt a specific action. Be sure to include a clear and direct call to action (CTA) at the end. Here are some examples:

• Offer an interview: “I’d love to set up a 10-minute phone interview with our CEO to discuss the details.”
• Provide additional material: “Please let me know if you’d like a full press kit or additional high-resolution images.”
• Extend an invitation: “I’d like to invite you to our exclusive preview event next Tuesday, where you can experience the product firsthand.”

Avoid vague CTAs like “Let me know if you’re interested,” which doesn’t give the journalist a clear next step. Instead, guide them toward taking specific action.

6. Your contact information

Always end your pitch with your full name, company, role, and contact information. Journalists need to know who they are talking to and how to reach you easily. Include:

• Your name and position: Make it clear who is sending the pitch.
• Email address and phone number: Provide multiple ways for the journalist to follow up.

Things to keep in mind

Even if you have the basic structure of a media pitch down, there are some advanced tips you can use to increase your chances of success. Here are some pro tips for writing a more effective media pitch:

1. Timing is everything

The timing of your pitch can make or break its success. Research the journalist’s publication schedule, and try to send your pitch at a time that’s convenient for them. Avoid pitching late on Friday afternoons or too early on Monday mornings, when your email might get buried under the weekend backlog. If possible, aim for mid-week mornings, when journalists are more likely to check their emails.

2. Follow up (but don’t be pushy)

If you don’t hear back from the journalist within a few days, it’s okay to send a polite follow-up email. Keep it brief, reiterating your interest, and gently remind them of your pitch. However, don’t overdo it—if they don’t respond after a follow-up, it’s time to move on.

3. Leverage visuals

Incorporating visuals can help your pitch stand out, especially if it’s a product or event pitch. Attach high-quality images, infographics, or even short videos to your email to make the story more compelling. However, avoid overloading the email with large files; if necessary, link to a cloud-based press kit or file-sharing service.

4. Keep it short and sweet

Journalists receive hundreds of pitches every week, so brevity is key. Aim to keep your pitch between 200-300 words and focus on the most relevant information. Stick to short paragraphs and use bullet points if necessary to make it easy to scan.

Conclusion: how to get the most out of your media pitch

Writing a successful media pitch requires careful planning, research, and customization. Journalists are more selective than ever, so it’s important to present your story in a clear, concise, and compelling way. By ensuring your pitch is newsworthy, personalized, and relevant to the journalist’s audience, you increase the chances of securing coverage.

Seeking expert help with media outreach is always a good idea. Working with a top-tier PR agency like SlicedBrand can help you achieve the visibility and recognition you deserve. SlicedBrand’s experienced team can guide you through the process, ensuring your narrative reaches the right targets and makes the maximum impact.

By following these guidelines and applying the strategies outlined in this guide, you’ll be well-equipped to write compelling media pitches that stand out in 2024 and beyond.