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How do you pitch a journalist?

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Short answer

Pitch a journalist with a short, personal email: a specific subject line, one line showing you know their work, two or three sentences on the story and why it matters to their readers now, what you can offer, such as data, an expert, or a customer, and a simple ask. Follow up once after a few days.

How do you pitch a journalist illustration by Classy Media

A simple pitch structure

  1. Subject line: the story in a few words, specific and clear.
  2. Personal opening: one line referencing their beat or a recent article.
  3. The story: what's new and why their readers will care now.
  4. Proof: a number, a customer, or an expert view.
  5. The offer: an interview, data, images, or an exclusive.
  6. Sign-off: name, title, and contact details.

Tips that get replies

  • Keep it under 150 words.
  • Pitch one reporter at a time, tailored to them.
  • Tie your story to a trend or news they already cover.
  • Paste key details in the email; avoid attachments.

Mistakes to avoid

  • Mass emails with "Dear journalist."
  • Pitching products instead of stories.
  • Following up again and again.
  • Pitching someone who doesn't cover your topic.

Our media relations team writes and sends up to three tailored pitches a day.

Related guides

Get help from Classy Media

Classy Media is a PR agency that earns coverage for companies and leaders across every industry, with daily outreach to the journalists who cover your market. See our plans, which start at $4,000/month, or book a free 20-minute consultation.

Related

People also ask.

What is the best time to pitch a journalist?

Weekday mornings in the reporter's time zone often work well, but relevance matters far more than timing.

How many times should I follow up?

Once, a few days later. If there's no reply, move on or try a new angle later.

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