Journalists receive hundreds of pitch emails every day, and most of them are deleted without hesitation. Securing media coverage is not as easy as copy and pasting content into an email template and sending it to every reporter within a 50-mile radius. Instead, send each media contact a personalized, tailored pitch that’s unique, relevant and credible.
Create a Targeted Media List
Begin by selecting the media outlets you’ll be pitching. Determine who your target audiences are, how they prefer to consume content and where to reach them. Next, track down the right contacts at each outlet. Using tools like Cision or Meltwater can streamline this process.
Your media list should only include contacts who may be compelled to cover your story. Then, research each reporter on your list. Check out any recent stories they’ve published, noting any that are of similar interest. Get to know their target audience and how your story would be valuable to them. The idea is to learn enough about their work to offer a clearly stated story angle they can pursue.
Write a Compelling Media Pitch Email
Your subject line is a crucial part of the media pitching process. It’s how a reporter decides whether to read your email or keep scrolling. Consider what your story can offer, such as a new audience or increased blog traffic. A best practice is to keep it clear, concise and compelling enough to quickly grab their attention. Avoid any “salesy” or click-bait language.
It may be helpful to mention the journalist’s previous work if it aligns with your story. Doing so conveys your interest. Provide a clear description of the story you’re pitching, and don’t forget to include a call to action. Giving direction is helpful because it’s less work for the journalist, and they’re more likely to act.
Take things up a notch by incorporating some of these elements into your pitch email:
- Case Studies
- Blog posts
An Example: Media Pitch Email
A pitch email for a new product launch might look like this:
Subject: [Brief description of pitch and why media contact should care]
Hey [first name]:
I saw your recent story on [similar topic/brand] and wanted to introduce you to [organization], which [high-level background on organization].
We just released our new [product name, hyperlinked], a [brief description of the product], and would love to send over a sample for you to try out.
I think your readers would be interested in a story on [2-3 story ideas with product, catered to specific media contact].
Keep your pitch email short, sweet and to the point. Don’t bog down your subject line with click-bait language. It won’t work. Be sure to tell reporters why your story matters to their readers and provide specific angles they could take with your story. Don’t forget to end with a clear call to action.