Getting your story told in the media can feel like an impossible task. You have an amazing product, a compelling service, or a powerful message, but getting a journalist or a media personality to care can be a challenge. The good news is that it is not about luck; it is about a solid, strategic approach.
As a PR and media agency supporting brands as they navigate storytelling and strategy in unpredictable markets, we have spent years building relationships and securing features for our clients. We have learned that a great pitch is not just about what you say, but how you say it. Here are five essential rules for crafting a pitch that journalists will actually open and read.
1. Your subject line must “slap”
In a journalist’s inbox, every email is fighting for attention. Your subject line is your one shot to stand out. Avoid generic, corporate-sounding phrases like “Press release” or “Collaboration opportunity”. Instead, think like a headline writer.
Create a sense of intrigue and urgency. What is the most compelling part of your story? Is it an unexpected statistic, a new trend, or a surprising twist? For example, instead of “New start-up launching”, try something like “AI-powered app aims to end Lagos traffic jams”. Make them feel like they will miss something big if they do not click.
2. Lead with a story, not a sales pitch
No-one wants to be sold to, especially not a journalist whose job is to find compelling narratives for their audience. Your pitch is not a sales brochure; it is a conversation starter.
Start with the human element. Who is your story about? What problem are you solving for people? What is the “so what”?
A journalist’s job is to tell stories that matter to their readers, listeners, or viewers. Frame your pitch around a narrative: a customer success story, a founder’s journey, or a major industry shift they can use to engage their audience.
3. Know who you are pitching to
This is arguably the most important rule. A generic, mass-sent email is a sure-fire way to be ignored. Before you write a single word, do your homework.
Research the specific journalist or outlet you want to feature your story. Read their recent articles, listen to their podcasts, or watch their segments. Do they cover your industry? What types of stories do they usually tell? Personalise your pitch by referencing their recent work and explaining exactly why your story would resonate with their audience. Show them you have done your homework and that you respect their time.
4. Keep it short, smart, and skimmable
Journalists are incredibly busy. They do not have time to read a 500-word essay about your company. Your pitch should be concise, clear, and easy to digest at a glance.
Stick to short paragraphs and use bold text or bullet points to highlight key information. Get straight to the point: what is the story, why is it newsworthy, and why is their audience the perfect fit? Aim for a pitch that can be read in under 30 seconds. If they need more detail, they will ask.
5. Include a visual or link
A picture is worth a thousand words, and a relevant link can save a journalist valuable time. Do not attach large files directly to your email, as they can get flagged as spam. Instead, include a link to a folder with high-resolution photos, a short video clip, or a press kit.
A link to your website, a social media profile, or a recent article can also provide the necessary context without cluttering their inbox. This makes their job easier and increases the chances of them moving forward with your story.
Getting media attention is not about luck; it is about clarity, relevance, and respect for the journalist’s time. When you focus on telling the right story to the right person in the right way, you shift from simply sending pitches to building lasting media relationships. And in PR, those relationships are everything.
