Marketing & Getting Customers
How do I write and send a media pitch that is short, relevant, and not mass spam?
The short answer
Send one journalist one reportable idea. Lead with what is new and why her audience should care, provide the strongest evidence and source access, and ask a simple question. Aim for a readable email under about 200 words, not a disguised advertisement.
Use a six-part pitch
- Specific subject line: Name the consequence or finding, not “exciting announcement.”.
- Why this person: One clause connecting the idea to her actual beat.
- The news: What changed, happened, or was discovered.
- Evidence: One or two verified numbers, documents, examples, or people.
- Access: Who can speak, what images exist, and any real deadline.
- Question: Ask whether she would like the data, interview, sample, or briefing.
In Muck Rack's 2026 State of Journalism, almost seven in ten participating journalists favored pitches shorter than 200 words. The report also says 88 percent disregard pitches that miss their beat and half are put off by mass email.
A before-and-after example
Weak:
We are thrilled to announce our revolutionary bakery and would love a feature. Please see the attached release.
Stronger:
Subject: Local bakery finds 38% of custom-cake inquiries now request allergy accommodations
Hi Ana, your recent reporting on school allergy policies made me think this local purchasing data may be useful. We reviewed 214 custom-cake inquiries from the last twelve months; 81 mentioned a food allergy or dietary restriction, up from 49 the year before. I can share the anonymized counts and connect you with two parents and a pediatric dietitian. Would you like the one-page data note?
The stronger version gives the journalist something to evaluate. It does not demand a flattering story.
Send it cleanly
Use a real work address, plain formatting, descriptive links, and small or no attachments unless requested. Verify every number, spell the journalist's name correctly, and disclose your relationship to sources. Never fabricate urgency, quotes, customers, research, or exclusivity.
Email and privacy laws vary. The FTC's CAN-SPAM guide explains U.S. rules for commercial email, including accurate routing information and nondeceptive subject lines. A media pitch's legal treatment depends on its purpose and content, so check the rules that apply and get qualified local advice when needed.
WAHMN's Content Marketing Business is a useful deeper resource when the hard part is developing evidence-backed stories worth pitching.
Sources and further reading
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