A Comprehensive Guide to Crafting an Effective PR Pitch [Examples + Templates]

By Intelligent Relations Team

September 7, 2023

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It’s no big secret. Brands need it, and PR professionals seek it. 

Yes, I’m talking about media attention — the coveted outcome of a successful PR pitch! 

Sadly, many PR pros still fail to craft effective PR pitches. They continue bad PR pitching practices that land their efforts in the great void of unopened, ignored, and deleted emails. 

Competition for media attention only grows fiercer as the fast-developing digital arena facilitates more refined PR pitching methods and strategies, so poor PR pitch craftsmanship is unacceptable. 

But how does one craft an attention-grabbing PR pitch that survives the overcrowded and cutthroat colosseum that is a journalist’s inbox? 

And how are you supposed to get it right if you aren’t a PR pro?

Have no fear! 

In this article, we’ll explore how to stand out in the swarm of attention-seeking junkies and  outreach flunkies. 

To gain the most media attention from PR pitches and efforts, we’ll dive into: 

• Understanding PR Pitches 

• The Anatomy of a Successful PR Pitch 
• Crafting the Perfect PR Pitch 
• PR Pitch Email Examples 
• PR Pitch Templates 
• Building Relationships with Journalists 
• PR Pitching Mistakes to Avoid

Understanding the Essence of a PR Pitch

Let’s just a take a quick look at what a PR pitch should be and what it does. Understanding the essence and purpose of a PR pitch will help you with your PR pitch writing.

What is a PR pitch?

A PR pitch is a succinct proposal for a story or news angle sent to journalists and media outlets. It should be persuasive and to the point. By bridging a brand’s message with the media’s interest, a PR pitch can secure media coverage that enhances brand awareness.

Here’s an example of what a PR pitch for a podcast might look like:

Why is a PR pitch important?

In a cluttered media landscape, PR pitches are essential for gaining media attention. They let brands control their narrative and share their stories with a broader audience.

Effective PR pitches can generate media coverage that will:

• Boost Visibility: A brand’s reach and awareness are greatly expanded by coverage in reputable media outlets. 

• Establish Credibility: A brand’s credibility and authority are enhanced through third-party validation from media coverage. 

• Drive Engagement: Increased customer engagement and potential business growth are often outcomes of effective media exposure. 

• Shape Public Perception: PR pitches allow brands to frame their stories and messages in a way that resonates with their target audience. 

Pro Tip: Knowing when to send a PR pitch is almost as important as the pitch itself. While there are varying statistics on this tactic, overlapping figures seem to bank on early in the week before lunchtime as the best time. 

Want to know how to write a PR pitch for a podcast? Then you’ll want to check out our dedicated guide: How to Pitch a Podcast in 2024 [+ Real Examples]

The Anatomy of a Successful PR Pitch

Let’s break down the anatomy of a successful PR pitch and examine its key components.

Research and Targeting

Successful PR pitches start with meticulous research. Understanding the target audience of a media outlet and subjects covered by specific journalists helps tailor a pitch for relevance. Prior knowledge of content style and recent coverage doesn’t hurt either. 

For example, a health and wellness brand shouldn’t pitch to a journalist who primarily covers advancements in vaping technology or flat top grilling culture. Reaching out to someone who covers vitamin trends or blogs about spa treatments would be much more fruitful.

Compelling Subject Lines

A subject line is the first thing a journalist sees. It needs to grab their attention and make an impression. It should also be concise and relevant to the pitch. A PR pitch with an interesting or intriguing subject line that also gets to the point has a higher chance of being opened. 

Check out these fictional examples of good and bad subject lines: 

• Good: 48% of alien abductees had a positive experience 

• Bad: Nearly half of those taken by little green men say they thoroughly enjoyed their amazing abduction experience and 10/10 would love to take another ride 

• Good: [Study] Talking less can add 50 years to your life

• Bad: Never shut up? Boy, do we have some news for you! A new study shows that keeping quiet may help you die less soon! 

Keep it short and include only the most relevant info. Each good example gets to the point and provides supporting data. The bad examples are too vague and convoluted.  

Pro Tip: When writing a PR pitch, allocate equal time to subject lines and content. Write several subject lines and eliminate the ones that are less likely to be opened. 

Engaging Introduction

A successful PR pitch should begin with a brief and engaging introduction that captivates the journalist. Highlight the value or unique angle your story brings to their readers.

The Core Story

This is another area where being concise is key. What news, event, or angle is being proposed? The core story should aim to address the “who, what, when, where, and why” to paint a complete picture of the story and its value to the journalist’s readership.

Supporting Data and Quotes

Effective pitches will be backed by data, statistics, or quotes that validate the newsworthiness of a story. Journalists appreciate well-researched information that adds depth to the story, so help them out by doing some of the legwork.

Clear Call to Action (CTA)

End the pitch with a clear call to action. What do you want the journalist to do next? Whether it’s scheduling an interview, requesting more information, or setting up a meeting, make the next steps evident. 

Pro tip: It doesn’t hurt to preface a CTA by thanking a journalist for their time. They are busy folks. Being respectful of that could go a long way and help a pitch stand out from others.

Crafting the Perfect PR Pitch

Now that we’ve gotten the basics out of the way, let’s take a look at 3 important aspects of crafting a great PR pitch.

Tailoring Your PR Pitch to the Outlet

Each pitch should be customized to the style and preferences of the target media outlet and journalist, so thorough research and personalization are important prerequisites. 

Researching a PR Pitch

A perfectly crafted pitch is irrelevant if the story or angle is not in the wheelhouse of the journalist being pitched. A pitch that aligns with their content, however, is more likely to resonate with the journalist. Learn what they write about! 

Becoming familiar with a journalist’s specific subjects of coverage — their beat — not only ensures that the right person is being pitched, it allows for further personalization of the pitch.

Personalizing a PR Pitch

Refer to the journalist by name and compliment their recent or relevant work to gain favor and show that an actual effort was put into the pitch. 

Mass pitches and pitches lacking a tailored tone are doomed before they’re sent and will most likely land in that aforementioned void of unopened, ignored, and deleted emails.

Demonstrating Relevance

Explain why the story is relevant to the media outlet’s audience. Draw attention to the potential impact and value the story brings to their readers. 

This is where a catchy and engaging introduction is crucial. Include vital information about the story. For example:  

• I am a researcher at the Stevie Nicks Meteorological Institute, and a new study suggests that thunder also happens when it’s not raining.  

• I am the co-founder of Kate Bush Ltd, and we have developed a new, more efficient  method for running up that hill. 

If the journalist makes it past the subject line, and is further fascinated by an attractive intro, they will undoubtedly digest the core content. 

Showcasing Newsworthiness

In the core content, continue to accentuate unique aspects of the story that make it newsworthy. 

Answer these questions: 

• Why will people WANT to read this? 
• Why do people NEED to read this? 
• Is it a groundbreaking innovation?
• Is it a timely event? 
• Is it a growing trend? 

Make it clear that the story matters NOW.

Ending with a Strong CTA

Don’t forget to request action from the journalist. A lot of pitch writers prefer to phrase the CTA as a question, e.g., “Is this something you’d be interested in covering?” rather than, “If you’re interested, please [insert action].” 

People are hardwired to respond to questions, so closing with a question may be more likely to elicit a response. 

Pro tip: Link additional, supporting info at end of the pitch, or offer to provide more information upon interest, to prevent pitch content from becoming overly bulky.

Proofreading Your PR Pitch

Don’t forget to proofread your PR pitch. This seems like common sense, but a careful editing session is often overlooked. 

Check and double-check that the content is coherent and error-free. Journalists might be put off by mistakes as it could indicate a lack of effort. 

While proofreading, ask if the PR pitch meets the 3 T’s. 

Is the pitch: 

• Tight – Is the subject line concise and captivating? Is the intro succinct and interesting? 

• Tailored – Is it targeting an appropriate outlet? Is the journalist addressed directly? Is the journalist’s recent and relevant work referenced? 

• To the point – Is the core content short and sweet? Is there a clear CTA?

Once the pitch satisfies all of the crafting criteria, it’s ready to send! 

Want a deep dive on PR writing in general? Then you’ll want to check out our dedicated guide! Find out more here: PR Writing – Crafting Convincing PR Content for Enhanced Results [+7 Examples]

Following Up on Your PR Pitch

This is a controversial caveat of the post-pitching process. There’s no official consensus on follow-up decorum. The questions of when to follow up, how many times, and at what intervals are all swirling around context and circumstance. 

However, all pitch writers agree that following up — at some point — is necessary. 

• Maybe the journalist’s inbox is overflowing, and they haven’t gotten to it yet. 
• Maybe they loved it, but they’re super busy and will respond when they’re able. 
• Maybe they’re not  interested and ignored or deleted your pitch. 

You won’t know unless you follow up! 

LinkedIn recommends waiting at least a week before following up and approves up to three follow-ups that include new or relevant information. 

Some PR consultants suggest following up after two days.

After perusing a plethora of PR pitch suggestions related to following up — ranging from shy nod to full-on harassment — we’ve found a happy medium rooted in common sense. 

Remember context and circumstance. 

If you’re pitching a journalist with whom you’ve already established a good relationship, and you know they’re very busy, a single follow up after five business days will do.

If you’re certain your story or angle would be a great fit for a journalist to whom you’ve not previously pitched, a couple of follow-ups over ten business days is probably enough. You want to avoid “Jim Carrey in The Cable Guy” vibes. 

Tracking your PR pitches and campaign results is another important part of following up. Not sure what PR metrics to choose? Learn more here: 10 Key PR Metrics You Must Measure to Gauge Success

PR Pitch Email Examples

Let’s take a look at some good PR pitch email examples for a product launch and press release.

Example 1: The Product Launch PR Pitch

Subject Line: Revolutionizing Health: Introducing the Fit-Boy Smartwatch.

Hi Randy,

My name is Hans Jogger, and I work for Fit-Boy — a revolutionary health tracking tech company. 

I recently read your informative articles on heart disease and the importance of regular health monitoring. I think your readers would be interested in our newly launched Fit-Boy Smartwatch.

It utilizes advanced pulse-sensor technology and alerts users when their blood pressure nears dangerous levels. It can even zap you if you touch a french fry.

Is this something you’d be interested in covering? Let me know, and I’ll send over more details.

Feel free to contact me with any questions.

Thanks, 

Hans 

This is a great PR pitch because: 

• Its subject line is succinct and interesting.
• It pertains to the journalist’s beat. 
• It’s personalized and complimentary to the journalist. 
• It provides important info without being too wordy.

Example 2: The New Study PR Pitch

Subject Line: [Study] Blacklight Yoga Reveals Hidden Challenges

Hi Karisma, 

I just read your article on the rising popularity of Blacklight Yoga. 

I have a great angle that may interest you: A recent study revealed that a growing percentage of enthusiasts experience embarrassment due to food stains on their yoga pants that become distinctly visible under blacklights. 

This revelation uncovers a rarely discussed aspect of the wellness journey — the insecurities that individuals grapple with while striving for self-improvement. 

Is this something you’d be interested in checking out? If so, I’d be happy to provide more information on the findings. 

Feel free to contact me with any questions. 

Thanks, 

Amber-Lynn

The second PR pitch example is great because: 

• It’s tailored to the appropriate journalist. 
• It has a concise and intriguing subject line. 
• It offers a new angle on something the journalist has previously covered.
• It demonstrates relevance by addressing an aspect of a trending topic that has yet to be examined.

2 Universal PR Pitch Templates to Get You Started

Here are a couple of PR pitch templates that you may find useful.

PR Pitch Template 1: Product Launch 

Hi (Recipient),

My name is [Your Name], and I am a/the [Job Title] at [Company Name]. 

I recently read your article [Relevant Article Title], and I think your readers would be very interested in the new product we recently launched. 

[Short Product Description]

Is this something you’d be interested in? Let me know, and I can send over more information or put you in touch with [Relevant Contact].

Thanks, 

(Your Name)  

PR Pitch Template 2: New Study

Hi (Recipient),

I just read your article on [Relevant Article Title].

I have a great story idea that may interest you: A recent study revealed that [Briefly Explain Findings]. 

This matters because [Demonstrate Relevance].

Is this something you’d be interested in covering? If so, I’d be happy to send over more information. 

Feel free to contact me with any questions. 

Thanks, 

(Your Name) 

Building Relationships with Journalists

Building and nurturing relationships with journalists is a fundamental facet of successful PR. 

These relationships increase the odds that a journalist will open your PR pitch and consider it. Journalists are more likely to engage with people they trust and who consistently offer relevant, high-quality stories and angles.

Nurturing Long-Term Connections

A long-term connection is an invaluable asset when it comes to PR pitching. To keep the bond long and strong, remember to: 

• Personalize: Tailor your pitches based on the journalist’s beat and interests. 

• Follow Up: After sending a pitch, follow up respectfully to gauge interest. Provide additional info if needed. 

• Add Value: Offer exclusives, data, or expert commentary that demonstrates commitment to enhancing their work. Bring something to the table! 

• Go Beyond: Don’t limit your connection to pitches. Engage them on social media, attend industry events, and maintain a genuine interest in their work.

Top PR Pitch Mistakes to Avoid

Remember to steer clear of these common PR pitching pitfalls: 

• Generic Pitches: Avoid sending the same pitch to multiple outlets without customization. Pitch blasting is a good way to ruin credibility and resign oneself to the ignored pitch netherworld. 

• Lack of Relevance: Make sure your pitch aligns with the journalist’s readership and recent coverage before sending it. 

• Ignoring Journalist Preferences: Research how journalists prefer to be contacted and respect their wishes. Don’t irritate them on Twitter if they’d rather be emailed. 

• Overwhelming Information: Keep your pitch concise and focused on the core story. Additional info can be offered upon interest. 

Wrapping Up

In the competitive PR world, mastering the art of crafting effective PR pitches is a game changer. A well-crafted pitch is the gateway to media coverage that elevates your brand’s visibility and reputation. 

By understanding the anatomy of successful pitches, tailoring them to specific outlets, and nurturing relationships with journalists, you can position yourself as a professional who delivers compelling content that will resonate with target audiences. 

With the PR pitch crafting tools provided in this guide, you are equipped to set off on an adventure of impactful storytelling through PR pitches. 

Have a great PR pitch idea that just can’t wait? Let us help! Simply book a free consultation with us to get expert insight into how to craft a PR pitch that will get results.