How to Write A Media Pitch: Tips for 2025

When we talk about “pitches”, we’re often referring automatically to business pitches. But those aren’t the only kinds of pitch out there. For brand owners and decision-makers, media pitches are just as important.

The world is, let’s face it, overflowing with content. A media pitch is your power move, how you stand out from the crowd and get your story seen. With that in mind, knowing how to write a media pitch that really pops is a skill worth potentially millions of dollars.

If you want to:

• Launch a new product
• Land good coverage
• Expand your presence
• Build a following

You’re in the right place.

What Is a Media Pitch?

You might think you know what a pitch is. But as we mentioned in the intro, there are actually multiple types of pitches. A media pitch is very different from, say, a business pitch.

In short: a media pitch is a short, targeted message you send to a journalist, editor, or content creator, proposing a story idea or news angle they might want to cover. That makes it very different from a press release, too, which is generally formal and broadly distributed. A media pitch is typically:

• Personalized
• Direct
• Exclusive

Think of it as tapping a journalist on the shoulder and whispering “Hey, I’ve got something your audience will love”.

You’re selling, but you’re also storytelling. You're making the case for why this story deserves attention right now!

Why Is Media Pitching Important?

Unless you’re really lucky and already have the numbers of top editors in your back pocket, you’re going to need to master media pitching. Why? It’s the top – if not the only – way to gain earned media coverage.

This is crucial. YouGov found that 90% of consumers trust earned media (that’s compared to the 50% who believe what they see in paid ads). So, it’s all about trust.

Media pitching:

• Builds credibility
• Reaches new audiences
• Boost brand visibility

All without ad spend!

And it works, too. Check this out:

Tips to Write A Media Pitch That Works

So, we know why media pitches are important. Now, let’s get to the “how”. There’s no shortcut to media pitching mastery, but steady work and a little focus can get you there sooner.

Here’s how to pitch a news story or any other kind of media pitch in 2025:

Know Your Audience

The golden rule. Before you even put pen to paper, you should spend time researching the journalist or content creator you’re pitching to. Ask yourself:

• What topics do they typically cover?
• Who is their audience?
• What tone do they use?

The more aligned your pitch is with their style and interests, the more likely it is to resonate. However, be careful here: “aligning” doesn’t mean “changing”. Don’t fake your way into a meeting by molding your entire story around the pitch; try to find editors or publications that match your needs, too.

Quick tip: use tools like Muck Rack, X, or even a quick scroll through their recent work to gather insights.

Keep It Concise and Clear

There’s no exact science on ideal media pitch length. However, what almost everyone agrees on is this: it should be short. Editors and journalists are swamped, with many getting over 100 pitches per week. If yours is too long, they won’t even read it, let alone buy in.

There is some evidence to back this up. Various studies claim that pitches between about 50 and 150 words long see the highest response rate. Making an impression in 50 words is no mean feat.

So, think about:

• Avoiding jargon
• Cutting the fluff
• Slimming down long intros

Think like a headline writer: what’s the hook? Clarity beats cleverness every time.

Personalize the Pitch

The best way to end up in the trash folder? Write a generic pitch.

Instead, do your homework and prove it. This may take a little time, but it’s actually far easier than many people realize; you could mention a recent article the recipient wrote, reference a topic they tweeted about, or explain why your story idea complements their beat.

This actually applies to all email marketing. Check out this graph from a Survey around a companies tactics around email marketing.

It doesn’t have to be over the top. You don’t have to pretend you’re the recipient’s best friend. Just make it clear this isn’t a copy-paste job!

Highlight Unique Angles or Hooks

Make your media pitch interesting, not just informative. No one enjoys reading a list of facts. They want a story.

What makes your story different, timely, or emotionally compelling? Maybe it’s fresh data, a surprising trend, a local angle, or an underrepresented voice.

Think like a journalist: what’s the headline here? What would make their audience click or care? If you can identify that angle for them, you’re doing part of their job!

Showcase Your Credibility

Make it as easy as possible for the journalist/publication to trust you. Make your credentials readily available, preferably laid out in plain English right at the top.

Including a one-line bio is a good idea, something like “I’ve been featured in TechCrunch and Bloomberg”, or mention your company’s industry expertise.

It’s not about being famous. It’s about being trustworthy. If you’re offering commentary, back it up with a quick stat or example. If you’re pitching a founder story, link to your company’s “About” page. You’re legit – prove it!

Make It Relevant to Current Events

Sadly, timing is an aspect of media pitching that pitchers often get wrong. The truth is, our media world is spinning at a million miles-an-hour, and isn’t slowing down. So timelines matter.

How to make your story relevant? Connect it to:

• A trending story
• An emerging topic
• A seasonal moment

Think about where your angle ties into broader narratives. If you’re running, say, a recruitment company that’s leveraging AI, why not tie it to new employment trends or regulations?

As for tools, simple platforms like Exploding Topics and Google Trends make it super easy to find what’s hot.

Offer Exclusives or Insights

We love the feeling of exclusivity. Everyone does. And it’s a powerful pitching tool, too.

Journalists love having the first take on something newsworthy. If you’re offering exclusivity, like early access to a report or a one-on-one interview, you’re going to stand out from your competitors offering every journalist the same exact thing.

Of course, you don’t have to give away founder interviews to every single journalist in your field. Exclusivity can also cover:

• Original insights
• Internal data
• Expert analysis
• Unique perspectives
• Customer success stories

Just be clear in what you’re offering, and don’t over-promise.

Follow Up Promptly and Politely

Spent hours honing your media pitch only to get no response? Don’t worry; it’s normal. Journalists are busy.

However, it’s not necessarily the end of the road. Following up is almost as important as the original pitch. You just need to get it right.

Keep the follow-up short, friendly, and non-pushy. Reiterate the value of your pitch, and offer to provide more details if helpful. Sometimes, just showing that you’re persistent and professional is enough to earn a reply.

Cision’s 2025 State of the Media report found that over 60% of media pros recommend sending one, and only one, follow up (we’d recommend about 3-5 days after the initial pitch).

Media Pitch Examples

Let’s bring this to life. Media pitch examples give you confirmation that you’re on the right track. To be clear: this isn’t exactly a media pitch template, but there’s no reason you couldn’t adapt it for your needs.

We’re going to explore two samples: one for a founder, the other for a personal brand. See what they have in common and how they demonstrate the points in previous sections:

Example 1: Founder Pitch (Product Launch with Trend Hook)

Subject: How AI is Helping Gen Z Sleep Better – Interview Offer

Hi [First Name],

I’ve just finished reading your piece on wellness tech for Millennials – great insights. I wondered if you knew about a new Gen Z-focused trend: AI-driven sleep optimization.

I’m the founder of [Company Name], an app using AI to personalize sleep schedules and reduce screen-related insomnia. We’ve just reached 100K downloads, so we’re hitting the right note.

We’re seeing unexpected insights about Gen Z sleep behavior.

Would love to share those insights or arrange an interview.

Let me know if it’s a fit!

Best,

[Name + Title + Contact Info]

Example 2: Personal Brand Pitch (Thought Leadership)

Hi [First Name],

As a brand strategist and creator coach, I’ve helped over 500 influencers grow without falling into the “authenticity trap” that’s dominating social media right now.

I saw your piece on being “real” online and it really struck a chord. I think we can go deeper.

I’d love to offer a POV or contribute to any upcoming features you’re planning on personal branding. I have real-world examples and creator stories your readers would love – and can use.

Happy to chat further or send over a few angles.

Cheers,
[Name + Website/LinkedIn]

Media Pitch vs. Press Release

Before we go any further, let’s clear something up: a media pitch is not a press release. They may be part of the same PR strategy, but they’re not the same. If you treat them as such, you’ll likely hear crickets.

So what’s the difference?

As we’ve explained, a media pitch is a personalized, one-on-one message sent to a specific journalist or editor. It suggests a story idea or an expert interview (among other things). Above all, it’s clearly focused on providing value for their audience. Imagine saying, “Here’s something you’ll care about – and I’ve got the insights”.

A press release is a public, formal announcement distributed widely. That could be through publications or via an email list. However it’s sent, it’s written in third person and reads more like a news article. It’s almost never exclusive; the whole idea is to make the announcement widely.

Who Should I Send My Media Pitch To?

Send your pitch to the writer, the person who will (fingers crossed) actually write the story.

When you’re on a publication website, you’ll often find a press contact. Here’s what National Geographic’s looks like:

Don’t send your pitch here. Your media pitch will get lost in the noise and will likely never see the light of day.

Instead, contact the writer directly (either through social media or email).

But don’t assume you have to contact a writer. There are plenty of podcasters and social media creators, for example, who could be interested in working with you.

What’s the Best Time to Send a Media Pitch?

Just like follow-ups, there’s a lot of literature on the “best time” to send a media pitch. Frankly, you could spend the rest of the week reading contrary opinions. So let’s save you a bit of time.

Most experts come to more or less the same conclusion. We can split this into two parts: which day of the week is best to send a pitch, and what time of day.

If you’re sending out a media pitch, best stick weekdays. Specifically, Monday, Tuesday, and most of all Thursday. No one knows exactly why these days perform better, although we all know that we’re not always at the top of our game on Fridays, so it could be down to that. Whatever the reason, pitches sent on those days see better results.

Likewise, pitches sent between 10am and 2pm often perform better. Perhaps recipients have had time to “get in the zone” but haven’t yet found their concentration levels dropping off?

Expert tip: avoid sending pitches during major holidays or breaking news events, too.

Should I Follow Up on My Media Pitch?

Absolutely. However, you need to be strategic. More often than not, pitches that are seen are seen because of a follow, so they’re very valuable. However, getting a follow up wrong can not only guarantee you a spot in the trash can, but also ensure the journalist will avoid your name in the future.

The key thing is to wait the right amount of time. We recommend 3-5 business days. And don’t be accusatory or rude. In fact, it’s best to avoid lazy nudges at all. Keep it short and sweet, and, where possible, briefly reframe the pitch or offer something new (like a stat or a quote).

One follow-up is expected. Two is acceptable. More than that? You’re edging into spam territory.

How Can I Make My Media Pitch Stand Out?

Too many media pitches are badly researched, badly written, and just downright bad. We all know one when we see it. Here’s an example:

James Cook Tweet

@JamesLiamCook

James Cook

View post

I don't think it works like this

9:15 PM Mar 2, 2020

157 likes

Doesn’t really make you want to jump up and take the offer, does it? In fact, there isn’t an offer. The writer is asking for a favor and giving nothing in return. Always offer value!

Another big mistake is relying on a flashy template but failing to write specifically for the journalist in question.

So, it’s clear what not to do. Now, here are some quick tips to help make your media pitch steer clear of the junk folder and really leave a mark:

• Reference a recent story they wrote
• Tie your pitch to a timely trend
• Include a compelling stat, quote, or insight
• Offer exclusivity or a unique POV
• Use a subject line that sparks curiosity, not clickbait

Don’t neglect format, either: clean layout, short paras, no walls of text. It’s halfway between a formal letter and a casual text.

Should I Customize My Pitch for Different Journalists?

This one’s an emphatic “yes”. It’s very simple: customization, specifically personalization, totally transforms any marketing email’s prospects, not just media pitches. Take this stat as proof: Campaign Monitor found that personalized emails saw a 188% higher open rate than unpersonalized ones.

But it’s not just about using the writer’s name. The framing of every pitch should change based on the journalist’s audience, voice, and past work.

Here’s how to customize without the headache of rewriting from scratch:

• Tweak the intro to reference their work
• Adjust the story angle to fit their beat
• Change the subject line to reflect their interests

This will take a little more time, granted. However, it will pay off. Journalists can spot a generic email blast as well as you can. Be the pitch that gets through.

What Are Common Mistakes to Avoid in a Media Pitch?

Pitch killers are everywhere. Here are the main ones to look out for:

• Too long (cut the fluff)
• Too self-promotional (focus on audience value)
• Poor targeting (wrong journalist or beat)
• Generic templates (no personalization)
• No clear story angle (make it timely and relevant)
• Attachments (can trigger spam filters – use links instead)
• No follow-up (missed opportunity to stay on radar)

Avoid these mistakes and you’ll come out ahead of 80% of pitches in your recipient’s inbox. The rest is down to your content, whether or not the journalist is actually interested in what you’re offering.

How Do I Measure the Success of My Media Pitch?

You might have “the perfect pitch”, but how do you really know when it’s a winner? We mentioned earlier that getting published isn’t always the be-all-and-end-all. There are other ways to measure a pitch’s success, even if it didn’t end up with a published story.

They include:

• Open rate
• Response rate
• Coverage gained
• Backlinks or mentions
• Traffic or sales spikes
• Relationships for the future

It’s a good idea to track your pitches, too. You can do this with a simple tool like Excel. Over time, you might find that valuable patterns begin to emerge.

Conclusion

It’s easy to look at a great mention or press release and think someone “got lucky”. But the truth is, there’s no luck in media pitching. It all comes down to strategy and human connection. If you apply intentionality to your pitch and hone it the way we’ve explained, you too could get that game-changing feature you’ve been waiting for.

But remember: one pitch won't change everything. What will? Consistency. Relevance. And the ability to keep refining your story until it resonates.

Want help crafting your next media pitch or building your digital authority? That’s what we do at Influize. Let’s get your message the spotlight it deserves.