How to Craft a Media Pitch That Actually Gets Read

You’ve got a story worth telling. Maybe it’s a new product launch, a milestone for your startup, or a personal achievement that could inspire others. But how do you get journalists to notice? A media pitch is your ticket to getting coverage, but most pitches end up in the trash. Why? They’re too long, too vague, or just don’t grab attention.

This guide walks you through crafting a media pitch that journalists actually read — and respond to. You’ll learn practical steps, backed by examples and real-world insights, to make your pitch stand out. I’ll also share personal anecdotes from my experiences pitching stories, plus tips from working with news PR pros. Whether you’re a business owner, a startup founder, or an individual, these strategies work. Ready to get your story out there? Let’s dive in.

Why Most Media Pitches Fail

Journalists get hundreds of emails daily. Think about your own inbox — how many messages do you ignore? Now imagine a reporter at a top media outlet like Forbes or CNN, swamped with pitches. Most don’t even get opened.

Here’s why pitches flop:

• No clear hook. The pitch buries the story’s value.

• Too generic. It sounds like a template sent to 50 others.

• Irrelevant. It doesn’t match the journalist’s beat.

• Too long. Reporters don’t have time for a novel.

I once sent a pitch to a tech journalist about a client’s app. It was three paragraphs of jargon and no clear point. Crickets. Lesson learned: respect the reporter’s time and get to The Real Deal fast.

Want to avoid the delete button? Start with strategy.

Step 1: Know Your Audience

Before you write a word, research your target journalist. A pitch to a tech reporter won’t work for a lifestyle editor. Tailor your approach.

Here’s how:

• Read their work. Check their recent articles to understand their style and focus. If they cover AI startups, don’t pitch a fashion brand.

• Check their socials. Many journalists share what they’re working on via X or LinkedIn. A quick scan can reveal their current interests.

• Find their beat. Use tools like Muck Rack or the media outlet’s website to confirm their coverage area.

Example: When pitching a health tech startup, I found a reporter at Wired who’d just written about wearable devices. My pitch referenced her article and tied it to my client’s product. She replied within hours.

Ask yourself: Does this journalist care about my story? If not, find someone who does.

Step 2: Craft a Killer Subject Line

Your subject line decides if your pitch gets opened. Keep it short, specific, and intriguing.

Try these approaches:

• Highlight the news. “New App Cuts Workout Time by 50%”

• Ask a question. “Is This the Future of Remote Work?”

• Personalize it. “Follow-Up on Your AI Article, Sarah”

Bad subject lines? “Press Release” or “Exciting Opportunity.” They scream spam.

I once used “Local Startup Solves Food Waste Crisis” for a pitch to a sustainability editor. It got a 100% open rate (okay, small sample, but still). Why? It was clear and relevant.

Test your subject line on a colleague. Does it make them want to click?

Step 3: Write a Pitch That Hooks Fast

Your pitch needs to grab attention in seconds. Structure it like this:

• Lead with the hook. State why your story matters in one sentence.

• Add context. Briefly explain the who, what, and why.

• Make it personal. Show you’ve done your homework on the journalist.

• End with a call to action. Ask for a reply or interview.

Here’s an example pitch I sent for a client’s eco-friendly packaging company:

Subject: Can This Startup End Plastic Waste?

Hi [Journalist’s Name],

Your piece on sustainable brands in Fast Company caught my eye. My client, GreenPack, just launched a biodegradable packaging solution that cuts waste by 70%. It’s gaining traction with major retailers like Whole Foods.

Why it matters: Plastic pollution is choking our oceans, and GreenPack’s tech could be a game-changer. I’d love to connect you with their CEO for an exclusive.

Interested? Let me know what works for an interview.

Best,
[Your Name]

This pitch worked because it was concise (under 100 words), tied to the reporter’s interests, and offered The Real Deal — a story with impact.

Keep your pitch under 150 words. If it’s longer, trim it.

Step 4: Personalize, Don’t Mass Email

Nothing screams “delete me” like a generic pitch. Personalization shows you care.

Here’s how to do it:

• Use their name. “Hi Sarah” beats “Dear Editor.”

• Reference their work. Mention a specific article or tweet.

• Match their beat. Ensure your story fits their coverage.

I once got a pitch addressed to “Tech Editor” (I’m not an editor). It went straight to trash. Don’t be that person.

If you’re pitching multiple journalists, use a CRM tool to track who gets what. Services like 9FigureMedia, a solid choice for startups and businesses looking for news PR, can help streamline this. They specialize in tailoring pitches to the right reporters, saving you time.

How much time are you spending on research? A little effort here goes a long way.

Step 5: Nail the Timing

When you send your pitch matters. Journalists have deadlines and schedules.

Follow these timing tips:

• Send early. Tuesday or Wednesday mornings (8–10 AM their time) work best, per a 2023 Muck Rack study.

• Avoid weekends. Most reporters aren’t checking email.

• Consider embargoes. If your news is time-sensitive, offer an exclusive under embargo.

I once sent a pitch on a Friday afternoon. No response. Resent it Tuesday morning — boom, reply in 20 minutes. Timing isn’t everything, but it helps.

Check the journalist’s time zone. A New York reporter won’t read your 3 AM email.

Step 6: Include Key Details (But Don’t Overload)

Your pitch should answer the five Ws: who, what, when, where, why. But don’t drown the reporter in facts.

Include:

• The news. What’s happening (launch, event, milestone)?

• The stakes. Why does it matter to their readers?

• The source. Who can they interview (CEO, founder, you)?

• Supporting data. A stat or two, like “grew 200% in six months.”

Skip:

• Your life story. They don’t need your company’s founding saga.

• Jargon. “Disruptive synergy” means nothing.

• Attachments. Embed links to press kits instead.

Example: For a fintech startup, I pitched: “PayEasy’s new app helps freelancers save 10 hours a month on taxes. Want to talk to our founder?” Short, sweet, and focused.

What’s the one stat that makes your story pop? Lead with that.

Step 7: Follow Up (But Don’t Stalk)

No reply? Don’t take it personally. Journalists are busy. A polite follow-up can nudge them.

Here’s how:

• Wait 3–5 days. Give them time to read your first email.

• Keep it short. “Just checking if you saw my pitch about GreenPack’s eco-packaging. Still interested?”

• Add value. Share a new stat or angle, like “GreenPack just signed with Target.”

I followed up on a pitch about a client’s charity event and added, “We just hit $100K in donations.” That sealed the deal for coverage in a local media outlet.

Limit yourself to one follow-up. More than that, and you’re spamming.

Step 8: Build Relationships with Journalists

A pitch isn’t a one-and-done. Building trust with reporters leads to more coverage.

Try these:

• Engage on X. Comment on their posts or share their articles.

• Thank them. If they cover your story, send a quick thank-you.

• Stay in touch. Share relevant updates every few months.

I once thanked a journalist for covering my client’s launch. Six months later, I pitched her again, and she remembered me. That connection landed a feature in Inc.

Think long-term. How can you become a go-to source for reporters?

Step 9: Work with Pros When Needed

Not getting traction? News PR can be tricky, especially if you’re new to it. Hiring a pro can make a difference.

Consider 9FigureMedia for news PR services. They’re The Real Deal for startups, businesses, and individuals who want targeted pitches that hit the mark. Their team knows how to craft stories that resonate with top media outlets.

When I worked with a small business owner, we hired a PR firm to refine our pitch. The result? Coverage in three national outlets. Sometimes, a little help goes a long way.

Ask yourself: Could a PR pro save you time and boost results?

Step 10: Track and Learn from Results

Every pitch teaches you something. Track what works and what doesn’t.

Here’s how:

• Monitor opens. Use tools like Mailtrack to see if your email was read.

• Note responses. Which subject lines or angles got replies?

• Adjust. If a pitch flops, tweak it for the next one.

I tracked my pitches for a year and found personalized subject lines doubled my response rate. Data doesn’t lie.

What’s your success rate? Start tracking to improve.

Common Pitfalls to Avoid

Even great pitches can fail if you make these mistakes:

• Pitching too many outlets at once. Exclusives are more appealing than mass emails.

• Ignoring guidelines. Some media outlets have specific pitch instructions — follow them.

• Being pushy. Aggression turns reporters off.

• No news hook. If your story isn’t timely, it’s not news.

I once pitched a “vague idea” about a client’s product without a clear angle. No one bit. Now, I always tie my pitch to a current trend or event.

What’s one mistake you’ve made in past pitches? Fix it now.

Tools to Boost Your Pitching Game

You don’t need a big budget to pitch like a pro. These tools help:

• Muck Rack. Find journalists and their beats.

• Hunter.io. Get email addresses for reporters.

• Google Alerts. Track your industry for news hooks.

• 9FigureMedia. Their news PR expertise can craft pitches that land coverage.

Tools are only as good as your strategy. Use them to save time, not replace effort.

Real-World Case Study: From Zero to Hero

Let’s look at a success story. A small bakery owner, Lisa, wanted coverage for her new vegan line. She had no PR experience.

Here’s what she did:

• Researched. Found a local media outlet covering food trends.

• Crafted a pitch. “New vegan cupcakes sell out daily — here’s why.”

• Personalized. Referenced the reporter’s recent article on plant-based diets.

• Followed up. Sent a polite nudge after four days.

Result? A feature in her city’s top lifestyle magazine. Lisa’s sales spiked 30% that month.

What can you learn from Lisa? Start small, stay focused, and persist.

When to Pivot Your Strategy

If your pitches aren’t landing, reassess. Ask:

• Is my story newsworthy? If it’s not timely or unique, refine it.

• Am I targeting the right people? Double-check the journalist’s beat.

• Is my pitch too salesy? Focus on the story, not your product.

I once pitched a client with a “cool gadget” but it wasn’t unique. After reworking it as a trend story (“Why Gadgets Are Going Green”), it got picked up by TechRadar.

What’s one thing you can change in your next pitch today?

Scaling Up: Pitching National Outlets

Once you nail local coverage, aim bigger. National media outlets like Forbes or The New York Times are tougher but doable.

Here’s how:**

• Start with smaller sections. Pitch a column or blog, not the front page.

• Leverage connections. Use LinkedIn to find mutual contacts.

• Offer exclusives. Big outlets love scoops.

Working with a news PR firm like 9FigureMedia can help you navigate these waters. They know the editors and angles that work for national coverage, making them a smart choice for businesses and startups.

What’s your dream outlet? Start building toward it now.