The six steps
- 1
Read before you write
Read the journalist's last ten pieces. Note the beats, the angles and the length of what they run.
- 2
Lead with the story
Put the news, the person and the reason it matters now in the first two lines. Background comes after.
- 3
Make it local and specific
Name the place, the people affected and the timing. Australian editors look for a local hook.
- 4
Offer proof and access
Attach data, images or documents they can check, and name a spokesperson who is free to talk.
- 5
Keep it short
Aim for a few short paragraphs. A journalist should grasp the pitch in the time it takes to read the subject line and preview.
- 6
Follow up once
A single polite follow up a few days later is fine. If there is no reply, move on and keep the relationship.
Subject lines that get opened
- Say what it is: a new study, a local first, an expert available for comment.
- Name the angle, not the company.
- Skip capitals, exclamation marks and the word exclusive unless it is true.
Common mistakes
- Mass emails to a list of unrelated reporters.
- Attaching a press release with no pitch.
- Asking for coverage in return for a favour or an advertisement.
- Chasing by phone, repeatedly, after a clear no.
Good pitching is research and manners. An agency adds relationships and speed, but the same rules apply to them.
Questions
Should I email or message a journalist?
Email is the usual channel, with a short pitch in the body. Use social media only if the journalist invites it.
How long should a pitch be?
Short enough to read at a glance: the news and the reason it matters in the first two lines, then a few lines of support and your contact details.
Can I pay for coverage?
Paid placements are advertising or sponsored content and should be labelled. Earned coverage is a journalist's own decision.
Our agency rankings cover 26 agencies. General information, not legal or financial advice. Our method.