How to Pitch a Press Release to a Major Publisher 

A media pitch is an email that attempts to spark a journalist’s, editor’s, or media outlet’s interest in your press release, topic, or news story so that it will be covered. It can be sent to a journalist or editor of a newspaper, magazine, or blog to pique their interest in the topic of your press release.

The truth is that your media pitch is more important than your press release. And, with dozens (if not hundreds) of pitches arriving in journalists’ inboxes every day, you’ll want to make sure yours stands out from the crowd.

Don’t pitch ideas that aren’t useful, news broadcasts that aren’t based on facts, or bulletins that make ridiculous claims are not worthy of coverage, especially when contacting a social media influencer. 

You must start by learning the ABCs of media relations to assist you in making the best possible stand-out pitch for your press release. The word “relations” is crucial in media relations. If you have built a relationship, it is easier to ask for something. 

1. Is Your Press Release Newsworthy?

Try to make sure your well-prepared press release includes some if not all of the following: Is it current? Does it impact the community at large? Are there any prominent players like celebrities or politicians involved?

Is there anything scandalous in connection with your press release? Is there any future impact? Is this a heart-warming human interest story?

2. Aim for Your Target

It is critical to do your homework and make sure you are pitching to media outlets and journalists who cover the issue you are presenting. Do not send your pitches to the general inquiries department. Focus on engagement rather than traffic.

If you have a relevant topic (for example, fascinating industry data) that might pique your target journalist’s interest, ask (through email) whether they’d be interested in writing or collaborating on an article about it or mentioning it in one of their regular reports. 

3. Forge Relationships and Make It Personal

Start a dialogue with your prospective list before you have a pitch to share. This may be as simple as following them on Instagram and leaving comments on their images, or conversing with them on Twitter about relevant topics.

Alternatively, you may spend a little more effort and invite those who live nearby out to lunch or coffee. Mutually beneficial partnerships are built through finding common ground with the reporter on a more intimate level.

Personalize your pitch by demonstrating that you are familiar with the subjects the particular journalist or editor covers. Also, provide details that will make it easy for them to make a decision. 

4. Hook Line and Sinker

Have a great hook that will catch the attention of the person you are pitching to. Perhaps you can align your press release pitch to a big news story. 

There are two main ways to achieve media placement. You can create the news or follow it. Your subject line must stand out and be memorable. Avoid phrases like “press release”, “pitch”, and “story idea” in your subject line. 

Keep your pitch short and sweet. Make sure it has no typos, grammar, or spelling mistakes. Answer the important questions of who, what, when, why, where, and how. Send it at the right time.

Research reveals that the best days to send a pitch are Monday, Tuesday, and Thursday, and the best times are between ten o’clock in the morning and one o’clock in the afternoon. 

5. Follow Up

After a week, send a follow-up email. Continue to be persistent and persuasive, and explain why your story should be picked up. Give them specific reasons why your tale is superior to others. There is also a distinction to be made between being persistent and being obnoxious.

One of the most critical aspects of a successful media pitch is thorough research. Creating an attention-grabbing email isn’t the same as public relations and developing ties with media outlets and influencers. Take advantage of the downtime to build relationships that will be beneficial in the future.