Getting media coverage is not about luck. It’s about knowing how to tell your story and sharing it with the right people. This is what media pitching helps you do.
From my own work with startups and small businesses, I’ve seen how many people struggle with pitching. They often ask, “Why is no one picking up my press release?” The answer is simple — most journalists get hundreds of pitches every week. In fact, a survey by Fractl found that 60% of journalists get between 20 to 50 pitches a day (source). But only a few of these pitches are worth their time.
In this article, I’ll explain what media pitching is, why it matters, and how you can do it right. Whether you run a small business, a nonprofit, or a growing company, this guide will help you pitch your story in a way that gets attention.
What Is Media Pitching?
Media pitching means reaching out to journalists, bloggers, or media outlets to share your story idea. The goal is to convince them that your story is captivating enough for their audience.
Good pitching is not about sending the same message to everyone. It’s about finding the right person and telling them why your story matters.
Why Is Media Pitching Important?
- It helps people know your brand.
When journalists discuss your business, more people hear about you. - It builds trust.
Media coverage makes your business look more credible than ads. - It doesn’t cost as much as paid advertising.
You’re not paying for the space — the journalist covers your story because it’s newsworthy.
What Makes a Good Media Pitch?
To get a journalist’s attention, your pitch needs to be clear, short, and personal. Here are the key things to include:
- The journalist’s name.
Never start with “Hi there” or “Dear Editor.” Always use their real name. - A strong subject line.
Your subject line is the first thing they see. Make it clear and direct.
Example: “New research: 40% of remote workers struggle with mental health.” - A short and clear message.
Say who you are, what your story is, and why it’s important. Get to the point quickly. - Show you know their work.
Mention something they’ve written about before and explain why your story fits their beat. - Offer more details if needed.
Attach a press release, photos, or links, but only if they add value.
Common Mistakes in Media Pitching (And How to Avoid Them)
- Sending the same pitch to everyone.
Journalists can tell when your pitch is not personal. Always research the person you’re pitching to. - Writing too much.
Keep your email short. Most journalists won’t read long emails. - Being too promotional.
Journalists want stories, not ads. Focus on what makes your story helpful or interesting. - Bad timing.
Don’t pitch when big news is breaking unless your story connects to it. Furthermore, avoid weekends or late evenings.
Best Practices for Successful Media Pitching
If you want your pitch to stand out and get noticed, you need to follow some basic but crucial steps. These best practices will help you avoid common mistakes and improve your chances of success.
#1. Research Before You Pitch
Never pitch blindly. Journalists are more likely to respond when your story matches what they care about.
How to do it:
- Check the journalist’s latest articles. What topics are they writing about right now?
- Look at their social media. Are they talking about certain trends or issues?
- Know their beat (business, health, entertainment, tech, etc.). Don’t send a sports pitch to someone who writes about finance.
Example: If a journalist recently wrote about small business funding, you could pitch your new fintech app that helps small businesses access loans.
#2. Keep Your Pitch Short and Clear
Journalists don’t have time to read long emails. Get to the point quickly. Explain why your story matters in simple words.
What to include in your pitch:
- Who you are.
- What your story is about.
- Why is it important to their audience.
- Offer to share more details if they are interested.
Ideal length: 150 to 200 words.
Tip: Write your email like you’re explaining your story to a friend — clear, short, and interesting.
#3. Follow Up Politely
If you don’t hear back after your first email, it’s okay to follow up. But always be polite and respectful.
How to follow up the right way:
- Wait at least 3 to 5 business days before following up.
- Keep your follow-up email very short.
- Remind them of your first message, and ask if they’re interested.
- If they still don’t reply after the second follow-up, it’s best to stop.
Example follow-up:
“Hi James, I hope you’re well. Just checking if you had a chance to look at my previous email about the fintech app helping small businesses. Please let me know if this is something you’d like to cover. I’d be happy to share more details if needed.”
#4. Stay Helpful, Not Pushy
Your goal is to be a helpful source, not to push your product like an ad. Journalists want stories, insights, and data, not sales pitches.
What you can offer:
- A new angle on a current topic.
- Fresh data, surveys, or reports.
- Expert opinions or quotes from your company’s leaders.
- Unique success stories, case studies, or examples.
- Access to a spokesperson for interviews.
Remember: Always think about how your story helps the journalist’s audience.
How to Measure Your Pitching Success
It’s not enough to just send pitches. You need to know what’s working and where to improve. Here’s how to check if your pitching is effective:
#1. Did the Journalist Reply?
This is the first sign that your pitch got their attention. Even if they didn’t write the story, a reply means your pitch was at least noticed.
What to track:
- How many journalists opened your email (if your tool shows this).
- How many replied.
#2. Did They Write About Your Story?
The real goal of pitching is media coverage. Always record which pitches led to published stories.
How to check:
- Search Google for mentions of your brand or keywords.
- Set up Google Alerts for your company name or topic.
- Use PR tools like Meltwater, Muck Rack, or Cision if available.
#3. Did the Article Bring More Visits to Your Website?
Good media coverage often brings more people to your website. Check your website analytics to see if there was a spike in visitors after the article was published.
Use tools like:
- Google Analytics (look at referral traffic).
- Check if traffic increased on the day the article went live.
#4. Did You Get More Social Media Engagement?
Social platforms frequently share media stories. Watch your social media channels to see if the story brought more likes, shares, comments, or followers.
Things to look for:
- More mentions or tags on Twitter, LinkedIn, Facebook, or Instagram.
- Higher engagement rates on your posts.
- New followers were gained after the coverage.
#5. Did It Help You Reach Your Business Goal?
In the end, your pitching should support your bigger goals, like
- You should focus on growing your email list.
- The goal is to increase sales or leads.
- I am booking more product demos or calls.
- Enhancing your brand’s reputation is crucial.
Tip: Write down your pitching goals before you start. This makes it easier to measure your success afterwards. The more you track your results, the better you’ll understand what works. Over time, such information helps you improve your pitches and build stronger relationships with journalists.
Examples of Good and Bad Pitch Emails
Many people wonder what makes a pitch work. Here’s a clear example of what to do and what to avoid:
Good Pitch Example (Short, Personal, Clear):
Subject: Study: 40% of Remote Workers in Lagos Struggle With Mental Health
Hi Grace,
I read your recent article on workplace wellness. I thought you might be interested in a new report from our team on remote workers in Nigeria. We found that 40% are facing mental health challenges, with unique insights on how companies can help.
Please let me know if you’d like to see the full report or interview the research lead.
Thanks for your time.
—Peace
Why This Works:
- Uses the journalist’s name.
- References the journalist’s past work.
- Clear subject line.
- Short, polite, and straight to the point.
- Offers value, not just promotion.
Bad Pitch Example (Too Long, Generic, No Personalisation):
Dear Editor,
Our company has launched a new product that we believe is revolutionary and world-class. Please find attached the long press release. Kindly publish this exciting news at your earliest convenience.
Why This Fails:
- No personal touch (uses “Dear Editor”).
- Sounds like an ad, not a newsworthy story.
- No clear reason why the journalist should care.
- Too long, vague, and promotional.
When Is the Best Time to Pitch the Media?
Timing plays a big role in whether your pitch gets noticed or ignored. Journalists are busy and may not check emails during certain times.
Pitch Timing Tips:
- Avoid weekends and late evenings. Most journalists check emails during workdays.
- Send pitches between Tuesday and Thursday mornings, around 8 AM to 11 AM.
- Always check for public holidays or major events that might affect the news cycle.
- For breaking news or urgent updates, pitch as early as possible — speed matters.
According to the Propel Media Barometer, pitches sent between 6 AM and 9 AM have the highest open rates.
Should You Call Journalists After Sending a Pitch?
This is one of the most asked questions in PR, and the answer is important.
Simple Answer:
- Most journalists prefer email, not phone calls.
- Only call if the journalist has clearly said they are open to calls or if the news is very urgent or breaking.
- Never call just to ask, “Did you get my email?”
- If you must call, be polite and brief. Respect their time.
Tip: If unsure, check the journalist’s profile. Many will state their preferred contact method.
Tools That Can Help with Media Pitching
These tools make media pitching easier, faster, and more effective:
| Tool Name | What It Helps With |
|---|---|
| Muck Rack | Find journalists, track pitches, see who covers what. |
| Cision | Find journalists, track pitches, and see who covers what. |
| BuzzSumo | Discover trending topics and journalists writing about them. |
| Google Alerts | Free tool to monitor your name, brand, or keywords online. |
| Hunter.io | You can use this free tool to monitor your name, brand, or keywords online. |
FAQs About Media Pitching
Here are some common questions people ask about media pitching (perfect for SEO and helpful to your readers):
How long should a media pitch be?
Your pitch should be short — about 150 to 200 words. Get to the point quickly.
Should I send attachments in my pitch email?
It’s better to include links to documents or press releases instead of large attachments. If you must attach a file, keep it small (PDFs work best).
How soon should I follow up if I don’t get a reply?
Wait at least 3 to 5 business days before following up. Be polite and brief.
How many journalists should I pitch at once?
Focus on quality, not quantity. Send to a few well-chosen journalists who cover your topic — avoid mass mailing.
Is it okay to pitch the same story to multiple outlets?
Yes, but if you offer exclusives, only give them to one outlet. Otherwise, it’s fine to pitch widely, as long as you personalise each pitch.
Quick Checklist for Writing a Pitch (Inline)
Use this checklist before you hit send:
- Did I use the journalist’s correct name?
- Is my subject line clear and specific?
- Did I explain why my story matters to their audience?
- Is my pitch short, simple, and under 200 words?
- Did I include my contact information?
- Did I offer supporting materials (like a press release or link) if needed?
Bonus Tip: Always read your pitch out loud before sending — if it sounds too promotional, rewrite it.
Key Takeaways
- Media pitching is about sharing your story with the right people, not everyone.
- Always personalize your pitch — use the journalist’s name and show you know their work.
- Keep your pitch short, clear, and straight to the point.
- Avoid sounding like an ad. Focus on why your story matters.
- Track your results and learn from each pitch.
Conclusion
Getting your story into the news takes effort, not luck. When you pitch well, you build trust with journalists and help your brand grow. The secret is to make your pitch personal, clear, and valuable.
So, here’s my question for you: Are you ready to tell your story in a way that the media wants to share?
Related Articles
- Taking a Social Media Break: The Impacts And Benefits
- Media Pitch vs. Press Release: How I Differentiate Them
- How to Write a Media Pitch with Practical Examples & Templates
- 5 Pitfalls of Social Media and How to Avoid Them
- Creating a Winning Media Plan: A Step-by-Step Guide
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