How to Pitch to Journalists | PR Do’s and Don’ts

Any PR pro will know that securing coverage for a campaign you’ve worked really hard on is a great feeling. But getting that coverage isn’t always so easy! In fact, did you know that only 8% of PR pitches actually result in coverage? This means it’s more important than ever to perfect your pitch - from reaching out to the right journalists to keeping your idea clear and concise.

There can be plenty of different reasons why your pitch might get overlooked, ignored or unopened. A lengthy pitch, irrelevant content and poor subject lines can prevent a journalist from even bothering to take a look at what you’ve sent them. Overusing punctuation, or sending a pitch that comes across too “salesy” can even land your email straight in the spam folder - giving you pitch no chance of being seen. Poorly thought out subject lines can also be off putting and can even land your email in spam if you overuse punctuation, giving your pitch absolutely no chance of being seen.

With so much competition for journalists’ attention, getting your pitch right is more important than ever. It’s not just about avoiding common mistakes, there are also some best practices to be aware of when it comes to pitching. It’s all about being strategic, being respectful of journalists’ time and actually offering them something relevant.

By following some do’s and don’ts you can help refine your strategy and increase your chances of securing that coverage!

The do’s of pitching to journalists

DO: Research the right journalists

When it comes to pitches, build your media list by prioritising the quality of journalists you pitch to over the quantity.

Mass and generic emails may cause you to pitch to a journalist who isn’t relative to your content whatsoever. Not only is this unproductive, but it could also cause you to offend journalists who will be able to tell you’ve not done your research on them before reaching out to them.

Spend some time looking at which journalists write about the topic you are pitching about. You can do this by looking at their existing articles, taking a look at their accounts on X (formerly Twitter) or using media databases like MuckRack, Roxhill and Vuelio to see if you have something that would truly be of interest to them.

DO: Have a strong subject line

The subject line will be the first thing the journalist sees and can be the difference between them opening your email or scrolling right past it. Think of the subject line as your first (and sometimes only) chance to grab the journalist's attention. Journalists value subject lines that are relevant, personalised, and clear.

Don’t forget that your subject line will get cut off if it’s too long, so avoid overcomplicating it. Try to keep it within 6-8 words. Keep it concise, intriguing and relevant.

Avoid overusing punctuation marks and emojis as well. Using too many can make your subject line look unprofessional and can even send your email into spam.

DO: Personalise your pitch

Now you’ve selected which journalists are relevant to your campaign or release, it’s worth tweaking the pitches and adding a personal touch.

Mentioning and linking to their previous work can show them that you’ve done your homework and you genuinely understand the kind of stories and content they cover.

You can even say something as simple as “I came across your recent article on X and thought you may be interested in Y...”

It’s also worth tailoring your pitch and press release to match the journalist’s writing style. For example, The Sun often uses short, punchy headlines - usually catchy phrases just two or three words long - so mirroring this style could help catch the attention of journalists who write for similar publications (red tops/tabloids).

Find out more about the things you should always include in your press releases here.

DO: Keep your pitch short

Remember, journalists sift through loads of emails every day - some get more than a hundred daily! They don’t have time to read a lengthy, long-winded pitch. If your key message isn’t clear within the first few lines, there’s a good chance your email will be overlooked. So, get straight to the point and make sure your pitch passes the ‘why test’. Why is this story or product relevant right now? Why should the journalist care? A clear, concise pitch will naturally include this information and increase the likelihood of the journalist reading it.

The don’ts of pitching to journalists

DON’T: Ignore timings

Timing is everything - it can be the difference between your email being opened or ignored. Plenty of research has been done on this topic, with some studies exploring the best day of the week to pitch to certain journalists, while others focus on the ideal time of day to pitch.

Essentially, you want to send your pitch at a time that increases the likelihood of a journalist seeing it. Don’t send your pitches at random times throughout the day - be thoughtful and mindful about when journalists are most likely to see it.

Among PR professionals it’s generally believed that early morning or early lunchtime are the best times for pitching because this is likely when journalists are looking at their inbox, before they have their newsroom meetings. While this is a good general rule of thumb, it’s important to take it with a pinch of salt. Each publication and sector will have different lead times and different preferred timings for PR pitches which is why it’s important to do your research into the publications and journalists you plan on pitching to. If you’re not sure, you could always reach out to a few key journalists and ask!

DON’T: Come across too promotional

Journalists are looking for news stories, so your pitch should focus on storytelling and relevance rather than sounding like a sales pitch. If it comes across as too salesy, it’s likely to be ignored.

To avoid this, steer clear of exaggerated claims like 'our groundbreaking product' and overly promotional language such as 'you don’t want to miss this!' or pushy calls to action.

Even if you are trying to promote the launch of a new product, the focus should be on the newsworthiness, not just the product itself. Ask yourself: Does it solve a common problem? Is there exclusive data to support why it’s needed? Is it the first of its kind?

Here’s a bad example of a product pitch:

“Our new AI-powered skin analysis tool is the best on the market. You don’t want to miss this - give it a try today!”

A better pitch would be:

“With 60% of consumers looking for personalised skincare, our new AI-powered skin analysis tool offers real time product recommendations to help consumers cut through the extra guesswork.”

This example avoids making any unsupported claims and instead uses data to show its relevance and industry demand, providing journalists with a newsworthy angle.

DON’T: Spam journalists’ inboxes

Following up pitches is common practice in PR and can increase your change of securing coverage. Even if your story is relevant and your pitch is well crafted, it might still get buried in the floods of emails journalists receive each day.

However, timing and approach matter. Avoid spamming journalists with multiple follow-ups or reaching out too soon after your initial pitch. As a general rule of thumb, follow up after around 3-5 days, to gently bring your pitch back to the top of the journalist's inbox.

DON’T: Send large attachments

Journalists favour pitches with relevant images and videos because visual content can really enhance storytelling. Most newsrooms have picture and video editors whose job it is to source, select, and edit visual assets that bring stories to life, so including high quality visuals can make your pitch much more appealing.

Articles with visuals are generally better at capturing the attention of audiences, they perform better online and get more engagement, clicks and shares. In fact, articles with at least one image every 75-100 words receive twice as many shares as articles with less images.

When sharing visual content, avoid sending files that are too large as this can cause your email to fall into spam. Instead, include a link to access high resolution images, videos or infographics. This way, you’re providing the journalist with everything they need to run the story without running the risk of them missing your email.

Key takeaways

Research and personalise. Tailor your pitch to the right journalists by looking at and referencing their past work to make sure your story is relevant to the content they cover.
Craft a compelling subject line. Keep it short, clear and professional to grab the journalists attention and avoid your email from falling into spam.
Keep the pitch concise. Journalists are busy people so remember to be concise and get to the point. Your pitch should focus on the newsworthiness of the story from the start and pass the ‘why’ test.
Add visuals. Images, videos, infographics and other resources are appealing to journalists. Add them to your pitch through a downloadable link to prevent your email from falling into spam.

For more PR pro tips you can sign up to our monthly newsletter, Beyond the Buzz here.