How to pitch a journalist

Pitch the journalist who recently wrote about your topic, in a short email that gives them a specific story, the proof behind it and one clear ask. Keep it under about 150 words and make it obvious why it suits their readers now.

Start with the right journalist

Most bad pitches fail before the first word. They go to someone who doesn't cover the topic. Read what the journalist has published in the past few weeks. If your story fits the beat and the outlet's audience, pitch. If it doesn't, move on.

The best target is the person who just wrote about your subject. They are already interested, and you can refer to their piece honestly.

Have a story, not a company description

Journalists don't cover businesses for their own sake. They cover things readers care about. Before you write, finish this sentence: readers should care because ___. If you can't, you don't have a pitch yet.

The structure of a good pitch

1. Subject line: plain and specific. Say what it is, not that it is exciting.
2. First line: the hook. Tie it to something they wrote or something in the news today.
3. The point: your angle in two or three sentences. What's the new thing?
4. The proof: why you can say it. Your data, your experience or your firsthand view. Only claim what is true.
5. The ask: one small, easy request, such as a quick call or a comment for their piece.

A worked example

Say you run a small accounting firm and a journalist has just written about a change to small business tax deadlines.

• Subject: What the new deadline means for sole traders
• First line: I read your piece on the deadline change. One thing it didn't cover is what it does to sole traders who file late by habit.
• The point: For sole traders, the change means a shorter window to fix mistakes. Most will only find out when they get a penalty notice.
• The proof: I've advised sole traders on this for 12 years and can share the three mistakes I see most.
• The ask: Would it help if I sent a short comment you could use in a follow-up?

Swap in your own facts. Don't copy the words. The shape is what matters: specific, tied to their work and easy to say yes to.

Things to avoid

• Mass emails with the wrong name or the wrong beat
• Long backstories before the point
• Attachments and huge press releases in the first email
• Hype words and claims you can't back up
• Asking for coverage. Offer something useful instead.
• Chasing every day. One polite follow-up after a few days is plenty.

Write the subject line last

Once the pitch is written, you know what it is. Then write a subject line that says so in about eight words. Avoid all caps, exclamation marks and words like exclusive or breaking unless they are true. Journalists sort a full inbox by relevance, so a plain line that names the topic beats a clever one.

Make it easy to say yes

• Offer a quote they can lift straight into the piece
• Say when you're available and how to reach you
• Include one link to supporting material, not a stack of attachments
• Be honest about what you can and can't share

Timing

News moves fast. A pitch tied to a story from this morning is worth far more than the same pitch a week later. Send early in the working day, and be ready to reply quickly if they answer.

After you send

If they reply, respond fast and give them what they asked for. If they say no, thank them. You can pitch again when you have something new. The point is a relationship, not one placement.

How EarnedDesk helps

EarnedDesk picks stories each morning, gives you five ideas with an honest verdict, and shows the journalist who wrote each article, with LinkedIn and X links where available or a search link. Drafts writes an editable pitch you can rework, and you send it yourself from your own email. Nothing is sent for you.