A media pitch is a short, relevant note to a journalist, not a generic request for coverage. It explains why a story fits that reporter's audience, what can be verified, and whom they can speak to. The examples here are fictional structures for learning; replace every bracketed field with real facts before sending anything.
A simple pitch structure
A press release can carry fuller background. The pitch should make the relevance obvious without forcing a reporter to open an attachment. PRSA's reporting on journalist preferences puts relevance ahead of volume and notes that many reporters prefer no more than one follow-up.
- Subject: the actual story in plain language.
- Opening: why this reporter's beat or recent work makes the topic relevant.
- News: one specific development and its impact on the audience.
- Evidence: a document, data source, demonstration, or person who can substantiate it.
- Ask: one practical next step, such as an interview or preview.
Four adaptable examples
01
Local service change
Subject: [Town] library opens evening study hours on [date]. Hello [Name]—you cover local education, so this schedule change may be useful to families in [area]. The library will add [verified hours] at [branch], with [funding or staffing detail]. The schedule and access information are here: [link]. Would an interview with [authorized person] help your story?
02
Research with a defined method
Subject: New [region] survey finds [precise result]. Hello [Name]—your coverage of [topic] raised a question our study addresses. We surveyed [number and population] between [dates] using [method]; [result] is the key finding and [limitation] matters. The full report and methodology are at [link]. Would you like to speak with the researcher?
03
Expert on a current issue
Subject: Source available on [specific issue]. Hello [Name]—in your [story/topic], you asked about [question]. [Expert name and role] can explain [one useful insight] and its limits, based on [relevant work]. They are available [time and time zone]. Would a short call be useful before your deadline?
04
Event with a visual reason to attend
Subject: Photo opportunity—[event] on [date]. Hello [Name]—[specific visible activity] will take place at [location and time]. The event matters because [verified local impact]. We can provide access to [visual element] and interviews with [people who agreed]. Here are the logistics and contact details: [link]. Is this suitable for your calendar?
What to verify before outreach
Confirm that the reporter still covers the subject, the source agrees to speak, the data are publishable, and any claimed result has a clear baseline. Do not invent survey numbers, imply an exclusive you have not offered, or send a draft to a large list while addressing it as a personal note. If you cannot explain why the story matters to that audience, revise the angle or do not pitch it.
Follow up respectfully
A single concise follow-up can clarify a deadline or offer new evidence. Silence is not consent to repeated reminders. Keep the relationship useful by correcting mistakes promptly and respecting a decision not to cover the story.