Writing a Winning Pitch

Pitching: How to Find Reporters & Become Their Go-To Source

Why This Matters

Even the best story idea will fall flat if it’s buried in a long, confusing, or irrelevant pitch. Reporters are busy — you get one shot to grab their attention and offer value fast.

Founder's Point of View

Your email is one of hundreds a journalist receives daily. A strong subject line, clear hook, and tailored message are your ticket to rising above the noise.

Overview

An effective pitch follows the same principles as good journalism: clarity, brevity, and relevance. Structure your pitch as:
- Subject line – compelling, specific, and newsy (not promotional)
- Lead sentence – get straight to your news; don’t bury the story
- Body – 2–3 short paragraphs with context, data, or quotes
- CTA – clear next step (e.g., offer an interview, share embargoed data, provide visuals)

Avoid fluff, jargon, or unnecessary backstory. Reporters don’t need your entire company history — just a clear reason why your story matters to their audience now.

And remember: email isn’t your only option. Some reporters are highly active on Twitter/X, Instagram, or LinkedIn and welcome professional outreach there. Others may even prefer a quick phone call or text — especially if you’ve worked together before. Always check their preferences (many list them on Twitter bios or MuckRack profiles) and respect boundaries, but don’t assume email is the only channel.

Key Actions to Take

- Write a compelling subject line that signals value or urgency
- Start with your news in the first sentence—don’t bury the lead
- Personalize the pitch to the reporter’s beat
- Offer assets (quotes, data, images) and a clear call to action
- Keep it brief—aim for under 200 words

Metrics

Pitch open rates (subject line effectiveness)
Response rates (engagement with message)
Coverage conversion rate (pitches that led to stories)

Examples

A founder uses a subject line like “Exclusive: Survey shows 70% of Gen Z ditching email—want the first look?”, landing in TechCrunch
A SaaS company keeps a product update pitch to three sentences, offering a quick demo and landing in an industry trade publication
A wellness brand shares a seasonal story angle tied to New Year’s resolutions in under 200 words, securing lifestyle coverage

Tools

Pitch writing & editing: Grammarly, Hemingway App (free/paid)
Pitch testing & outreach: Mixmax, Yesware, HubSpot (paid) + Gmail with mail merge extensions (free)
Multi-channel engagement: LinkedIn InMail, Twitter/X lists (paid/free) + native social messaging (free)
Tracking results: Streak CRM, Airtable (paid/free) + Google Sheets (free)

Optional Assets

- Pitch Email Template Library
- Sample Pitches (good vs. bad comparison)
- Pitch Writing Worksheet (fill-in-the-blanks for fast drafting)

Pro Tips

Think like a headline writer: if your subject line wouldn’t make a news title, rework it.
Test your subject lines the way you’d test ad copy. Run A/B tests using a mail merge tool (e.g., Mixmax, Streak) and track open rates to see which framing resonates most with journalists.
Avoid attachments — link to a press kit or shared folder instead.

Don't Make These Mistakes

Overwriting: long intros, jargon, and unnecessary backstory
Copy/pasting generic pitches to every contact
Making the pitch about your company instead of the story's relevance to their audience