What Journalists Really Want from a PR Pitch

As public relations professionals, it’s easy to get caught up in crafting the perfect pitch, obsessing over word count, subject lines, and brand messaging. But the truth is, no matter how clever your pitch is, if you don’t offer value to the journalist, your email will likely be ignored.

So what do journalists actually want from a pitch? The answer is simple: relevance, clarity, and efficiency.

1. A Reason to Care

The first question a journalist asks when opening a pitch is: Why does this matter to my audience? Your pitch should answer that question immediately. Avoid burying the news. Start with the hook whether it’s a timely product launch, a compelling angle, or a strong tie in to a current trend.

2. Personalization Over Press Release

Journalists can tell when they’re part of a mass email blast. If you want to increase your chances of coverage, take the time to personalize your outreach. Reference their recent work, show you understand their beat, and explain why your story is a fit.  

3. Keep It Short and Straightforward

A long winded pitch is a quick path to the trash folder. Stick to a few clear and concise paragraphs. Include the what, why, and why now and link out to additional resources like images. Let them dive deeper if they’re interested.

4. Be Ready with Assets

If your pitch catches their eye, the next thing a journalist will want is speed and convenience. Have quotes, product details, and photos ready to go. Anticipate what they’ll need to write the story and make it easy for them.

5. Respect Their Time

Follow up once, maybe twice, and always professionally. If it’s not a fit, move on and pitch smarter next time.

The takeaway? Journalists don’t want a perfect pitch, they want a useful and personal one. Focus on delivering value, not just visibility, and you’ll build better relationships (and better placements) over time.

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