A PR pitch is a tailored note proposing a story to a particular journalist or editor. It is not the same as a press release sent to a broad list. The pitch should explain why the development matters to that outlet’s audience, what can be verified, and what the journalist can access next—without pretending that an editorial decision is already made.
Find a real fit
Read the outlet and the reporter’s recent work before writing. Identify the beat, audience, geography, and format. A technology reporter who covers enterprise infrastructure may not want a consumer app launch, even if both subjects involve software. Check current contact information and any stated pitching preferences rather than relying only on an old database entry.
Define the news in one sentence: what changed, when, and why people outside the organization may care. If the only angle is that the company would like attention, do more reporting internally before pitching. PRSA’s media-relations guidance stresses relevance and a timely reason for contact.
Write the note in the reader’s order
Use a subject line that names the topic, not a clickbait promise. Open with the verified news and its relevance to this audience. Add one or two facts, a link to supporting material, and a clear offer: an interview, data, visuals, or access to a knowledgeable source. Keep the contact details easy to find.
Do not paste an entire release into a personal email or attach large files without checking the outlet’s preference. A short pitch can link to a complete source page. If the story has a condition, such as limited availability or a preliminary study, put it near the claim rather than hiding it behind the link.
A fictional example
Subject: Neighborhood library adds evening repair workshops. ‘The Cedar Street Library will run free, volunteer-led repair workshops on three Thursday evenings in October. The program responds to frequent requests for help with small household items; registration opens Monday and places are limited. The coordinator can explain how the volunteers were trained, and the schedule and accessibility details are here [link]. Would a short interview be useful for your community calendar?’
Cedar Street Library and the event are fictional. The example works because it has a local audience, a concrete schedule, and a checkable offer. A real pitch would need confirmed dates, a working link, permission to identify participants, and an accurate account of what the workshops can safely cover.
Follow up without pressure
A single brief follow-up may be useful if the story is still timely and the outlet has not said otherwise. Add genuinely new information if you have it. Do not repeatedly send the same note, claim exclusivity you have not offered, or imply the journalist owes coverage in exchange for access.
Keep a record of what was sent, to whom, and what corrections followed. The goal is to help an independent reporter evaluate a possible story. An honest no or no response is information about fit, not permission to turn a pitch into a disguised advertisement.