How to write a pitch someone will want to read

How to write a pitch someone will want to read


In the Public Relations (PR) industry, one of the hardest challenges can be getting a journalist to read and respond to your pitch.

Without interest from a journalist, it’s unlikely your story will ever be run and your pitch will simply be deleted. Here are some simple yet effective tips to ensure your pitch doesn’t end up on the rubbish heap.

Know where your pitch is going

Before you even think about pitching your story, it’s important to research your target media organisation or publication. One of the worst mistakes you can make is to pitch blind – it’s a waste of everyone’s time and shows you’ve not done your homework.

Make sure you research who you’re pitching to, adding specific content that would appeal to their audience. This doesn’t need to take hours, a few minutes to browse their content is enough to show you took the time to personalise your pitch. This will increase your chance of your pitch being picked up.

Avoid sending generic pitches

While you may think sending the same pitch to everyone is a time saver, it doesn’t look good – especially if you send the pitch to all the same contacts in the same email.

A unique pitch will increase your chances of success and while it may seem more time consuming, it will save you time in the long run.

Get to the point

Don’t send lengthy pitches to your contact – you need to value their time and make the most of it. Make your point clear and do so quickly so your target doesn’t lose interest in the pitch and move on. A catchy headline is a must, as well as a punchy opening paragraph. Many organisations will lose interest if nothing grabs their attention in the first few sentences.

Avoid flowery language and be upfront with your motive, this is likely to receive the best response.