What it means
Media Pitch
What are the 6 parts of a media pitch?
- Subject line. Signal relevance to the reporter's beat in a few words.
- Opening. Show you know their recent work, and say why this fits their coverage.
- The angle. A specific story idea or news hook, not a general description of your company. See story angle.
- Why now. The timing reason the story matters this week.
- Access. An expert interview, data or an exclusive angle the reporter can use.
- Next step. One clear ask, such as a short call or the full data set.
| Part | What it does |
|---|---|
| Subject line | States the story in a few specific words |
| Opening line | Shows why this reporter: references their recent work |
| Hook | The news angle, such as new data, a launch or a trend (see news hook and story angle) |
| Proof | Data, an expert, access or visuals that back the claim |
| Offer and ask | An interview, a sample or an embargo with a deadline, plus one clear next step |
| Close | Contact details and a plain sign-off |
How do you write a media pitch?
- Build a targeted list with a media list of reporters who cover the topic
- Read each reporter's recent work and note what they have not covered
- Lead with the hook in the first two lines
- Add one piece of proof
- Offer something specific: access, data, a sample or an expert
- Keep it short enough to read on a phone
- Send one polite follow-up, ideally with new information
How is a media pitch different from a press release?
| Media pitch | Press release | |
|---|---|---|
| Audience | One named journalist | Everyone on the media list |
| Tone | Conversational and personal | Formal, journalistic language |
| Length | Short, ideally under 200 words | Full announcement with quotes and boilerplate |
| Goal | Start a conversation and win interest | Hand over a finished announcement |
| Personalization | Written for that reporter's beat | Same text for every recipient |
Why do journalists delete pitches?
Muck Rack's State of Journalism 2025 survey of more than 1,000 journalists asked what gets a pitch deleted:
| Reason | Share of journalists |
|---|---|
| Irrelevant to their coverage | 86% |
| Overly promotional tone | 71% |
| Feels like a mass email | 50% |
| Too long | 43% |
| Missing or unverifiable sources | 33% |
The pattern is clear: relevance and personalization decide whether a pitch is read. Build your list carefully before you write a word.
- No news hook: the note describes a company, not a story
- Wrong reporter: the topic is outside their beat
- Too long, or written like an advertisement
- No proof: claims without data, sources or access
- Mass sends with a name merged in
- Poor timing: the news is old or lands during a bigger story
How long should a pitch be, and when should you send it?
- Length: 69% of journalists in the same survey prefer pitches under 200 words.
- Timing: 78% want to receive pitches before noon.
- Follow-up: 50% say one follow-up is fine, ideally three to seven days after the first email. Do not chase repeatedly.
- Proof: Journalists want verified sources, third-party data and credible experts behind the claim.
Is there a media pitch template?
Show a media pitch template
Subject: [Beat-specific hook], with [data point or expert]
Hi [First name],
I read your recent piece on [specific story], and I think this fits your coverage of [beat]: [one-sentence angle with a number or finding].
Why it matters now: [timing reason, such as a regulation, season or market shift].
I can offer [expert name, title] for an interview, the underlying data, or an exclusive first look. Would a 15-minute call this week work?
Thanks,
[Name, title, contact details]
Keep the pitch to one idea. Put the proof in the first few lines and link to supporting material, instead of attaching it.
A pitch often supports a press release. Link to the release instead of attaching it, and put the key facts in the email.
5W, a PR, creative and AI Visibility agency, pitches media for brands across industries. See Digital PR and Corporate Communications.
Frequently asked questions
What is the goal of a media pitch?
To persuade one journalist that a specific story is relevant to their audience, and to give them what they need to cover it, such as access, data or an exclusive.
Should I send the press release with the pitch?
Include the key facts in the pitch itself and link to the release, the data or the media kit for detail. The pitch should stand on its own.
How many follow-ups are too many?
One. Muck Rack's survey found that 50% of journalists say a single follow-up is fine, ideally three to seven days after the first email.
Does a pitch help with AI visibility?
Coverage that comes from good pitches creates the third-party sources that AI engines tend to cite, so strong media relations supports brand visibility in AI answers.
How long should a media pitch be?
Short enough to read on a phone without much scrolling. Many PR teams aim for well under 200 words.
When should I follow up?
Once, a few days later, and add something new if you can, such as fresh data or a new quote.
Can I pitch several reporters at once?
Yes, with a tailored note for each. If you offer an exclusive, offer it to one outlet at a time and say so.
Related terms and services
Press release, media list, news hook, story angle, embargo and second-source confirmation. For help building media relations that earn coverage, see 5W's Digital PR practice.
Sources
By the 5W Editorial Team. Every 5W article is reviewed by a human editor before publication. Updated October 28, 2026.