Qualities of Winning Media PR Pitching



Writing to the media doesn’t guarantee that your PR or story would get coverage. You have to persuade the editor that your story deserves to get out. Pitching the media requires persuasive communication skills, creative thinking, and writing a story that would benefit the audience and the reporter. You need to research first about the audience and get to know their interests and preferences. Choose a media outlet that would reach a bigger audience. After researching the target audience, media outlet, and the specific editor, you can now design your pitch. Make sure to stick to the guide to pitching to media for you to gain success.


If you are using email, ensure that you use a catchy subject line that would attract the editor’s attention. Address the editor by name before starting the body of your pitch, and then introduce yourself and your client. Summarize your story explaining why it would be of interest to the audience and the reporter.


At the end of your pitch, indicate that you would like to get feedback. Remember to thank the editor for his/her time. Be careful with your spelling, grammar, punctuation, and tone when pitching the media. Most editors would ignore any pitch that has grammatical and spelling errors. Ensure that you proofread your work several times so that there are no errors.

Here is a detailed guide to pitching stories:


Provide Accurate Information

Write an accurate and factual story with statistics and numbers to enhance the credibility of your story. Write a complete story with high-resolution photos, fact sheets, and a bio.


Pitch the Right Editor

Research the specific editor that would cover your story. Find out if they still work in the organization to avoid sending a pitch to someone who left the company weeks or months ago. Sending your pitch to an editor from a wrong department will have your pitch ignored. For example, if you’re pitching about a new brand, your pitching address should not go to an entertainment editor. Ensure that you have the right address and name of the editor you want to send your pitch.


Focus Your Pitch on What the Media Outlet Covers

Watch or read the media’s past stories and learn about what they cover. Research the media coverage before sending your pitch.


Time Your Pitch

Timing is very important when it comes to pitching to the media. Tuesday, Wednesday, and Thursday are the best days that you can get the editor’s attention. Sending a pitch on Monday will have others that were sent over the weekend overshadowing it.


Make It Newsworthy

Sending a pitch that isn’t newsworthy will have it thrown into the trash folder. It should have compelling news with a specific idea, background information, and photos.


Avoid Using Industry Jargon

When pitching the media, avoid using words such as leading, top, first one, and others. This would be overselling your pitch, and you might be ignored.


Don’t Send Your Pitch Through Social Media

Most editors would prefer to be pitched privately through emails.


Send Your Pitch in Advance

Send your pitch ahead by even a week before the day that you want it to be covered.

Through following these tips, you can be sure that your PR or story will get to the right people. This will increase its chances of getting out to your desired audience.

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