4 PR Pitching Tips for Pros to Land Better Media Coverage in 2025

By Kate McMahon

May 2, 2025

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AI-generated content is flooding inboxing. Journalists are stretched thin. And cutting through the noise with a great pitch is harder than ever. I’ve been on either side of a pitch – sending and receiving – and I know both can be frustrating. 

What’s more, just when you think you’ve nailed the art of PR pitching, the rules change. 

In 2025, the shift is hard to ignore. 

AI tools are everywhere, newsrooms are evolving, and the bar for a good pitch keeps rising. Staying relevant right now means rethinking how we connect, how we craft a story, and how we use technology without losing the human touch.

Lately, I’ve been thinking a lot about what makes a pitch land – not just get opened, but really resonate. I’ll be honest. There are days, I’m tempted to let the tech do the heavy lifting. 

With so many AI platforms promising to streamline the PR pitching process, it’s easy to see the appeal. But in my experience, the best pitches still come from someone who knows how to read the room, understand the wider context of a story, and write with a sense of purpose. 

So, if you’re trying to figure out how to pitch smarter in this new landscape, you’re not alone. Here’s what I’ve learned and what I think matters if you want your pitch to stand out in 2025.

PR Pitching Tip 1 – Personalization is Key

If there’s one thing I’ve learned the hard way, it’s that mass pitching just doesn’t work. 

Journalists and editors are inundated with pitches daily. To cut through the noise, a one-size-fits-all approach doesn’t cut it. In other words, don’t just write a single pitch and send it out en masse. You need personalization.

But in 2025, personalization is more than addressing someone by name – it’s about thoroughly researching the recipient’s beat, recent stories, and even their social media activity. Show that you’ve tailored your pitch to fit their interests and audience.

I try to read at least a couple of recent pieces from anyone I’m pitching – even if I’m short on time – just to get a feel for their voice and what they care about. I’ll also search keywords on their social media profiles to see if they’ve mentioned that topic before.

Your pitch doesn’t have to demonstrate familiarity with their life story, but it should signal that you’re not throwing spaghetti at the wall. This helps tackle one major problem: half of journalists reported that less than 25 percent of pitches they received were relevant to their beats.

That said, I’m not starting from scratch every time. AI tools can be helpful for scanning coverage, identifying angles that resonate, and even building a media list that makes sense. But I never let the AI write the pitch on its own. Journalists and editors are sharp; they can tell when something’s written by a bot, and most of them are getting tired of it.

Overall, I’ve noticed a shift toward more first-person storytelling in the media – it’s how pitches are distinguished from chatbots, which still can’t quite grasp the use of “I.” Outlets want pitches from real people with something to say. So, even if I’m ghostwriting for a client, I try to pull out their actual experience or insight. It makes the pitch stronger, and it makes the follow-up easier too.

If you’re not sure where to draw the line when using AI in PR, check out our thought leadership article: 7 Top Pitfalls to Avoid When Using AI in PR

PR Pitching Tip 2 – Embrace Short, Sharp Storytelling

Let’s be honest – most pitches are way too long. I’ve definitely been guilty of overexplaining, especially when I’m excited about an idea. But if there’s one thing that’s consistently true in 2025, it’s this: 

No one has time to dig through a wall of text.

These days, I try to think of my pitch in terms of a headline and a hook – short, clear, and impossible to ignore. If the subject line doesn’t grab someone in a crowded inbox, it’s game over. I usually test a few subject lines before settling on one that feels sharp without being clickbait-y. Then I try to lead off the pitch with something that makes the reader pause – a surprising stat, a timely trend, or a question they didn’t know they had.

After that, I keep the body tight. A few key facts, a little context, and a clear reason why this story matters now – that’s usually enough. If it’s a complex topic, I’ll offer to send more info or set up a quick call. But I’ve learned not to try to squeeze everything into the first email. The goal isn’t to tell the whole story – it’s to start a conversation.

When I look back at the pitches that got responses, almost all of them had one thing in common: they were easy to scan and quick to get to the point. 

Journalists don’t want a barrage of info – they want clarity, relevance, and maybe a fresh angle they haven’t seen a dozen times already.

Want a full guide on how to write a pitch that works? We’ve got you covered! Check it out: A Comprehensive Guide to Crafting an Effective PR Pitch [Examples + Templates]

PR Pitching Tip 3 – Leverage Data for Impact

I used to think data was just something you tacked on to make a pitch sound more official. But the more I pitch, the more I realize that good data – the kind that actually supports a story or reveals something new – can be what tips the balance between a pass and a yes.

In 2025, journalists are swamped with broad claims and vague trends. If you can offer numbers that back up your point – especially if they’re recent or original – that’s a huge advantage.

I try to avoid tossing in generic industry stats unless they’re really compelling. What works better is sharing something more specific – results from a proprietary survey or even anonymized customer insights that point to a larger trend.

If the data hasn’t been published yet, even better. Being able to say “This hasn’t been reported anywhere else.” gives your pitch an exclusivity edge – and journalists notice that.

I’ve also started thinking about how to present data in a way that’s easy to absorb.

A single, well-placed stat in a pitch is often more effective than a full spreadsheet attachment. If I have more to share, I’ll include a link or offer to send it in a follow-up. But up front, I focus on the one or two points that really tell the story.

PR Pitching Tip 4 – Tracking Results Supports Future Success

A lot of PR people treat pitching as a kind of black box – you send the email, cross your fingers, and hope something lands. But in 2025, that’s not enough. The tools we have now make it easier than ever to actually see what’s working – and what’s not – and I’ve learned to pay attention to that data.

These days, I track almost everything. I look at open rates, click-throughs, downloads – anything that tells me how people are engaging with a pitch. If a subject line gets more opens than usual, I’ll try to figure out why. If no one’s clicking through to a press kit, I’ll rethink how I’m framing the link.

It’s not just about numbers, either – sometimes I’ll get a pass from a journalist with a quick note like – “Not my beat, but thanks for the thoughtful pitch.” That kind of feedback is gold. It helps me fine-tune my media lists and gives me a clearer picture of who’s likely to respond next time.

I’ve started keeping a running doc of what’s resonating – subject lines, formats, even timing – so that each pitch isn’t just a shot in the dark. The more I learn from my own track record, the better my odds get the next time around.

Not sure what to track beyond email outreach engagement and success? Try these key PR metrics: 10 Key PR Metrics You Must Measure to Gauge Success

Final Thoughts

What’s been working for me in 2025 isn’t just better tools or sharper writing – it’s shifting how I think about PR pitching altogether. I’ve started approaching it less like outreach and more like relationship-building. That means showing up with something real to say, not just creating a certain number of pitches per week per client. 

The journalists I’ve had the best luck with are the ones I’ve taken time to understand – what they cover, how they write, what matters to them. And when I keep that in mind, the whole process feels less like guessing and more like connecting. This year, the pitches that get noticed are the ones that feel thoughtful, timely, and genuinely helpful. That’s what I’m aiming for every time I hit send.