I’ve read thousands of news pitches — here’s how to make yours stand out.

Before I went into PR and communication, I was the assignment editor and assistant news director at WOWT (NBC). That means I was the person who read your pitch emails, took your calls and helped make coverage decisions.

Sifting through dozens upon dozens of emails per day, I have seen the awesome, the good, the “please never email us again,” and the ones that quietly landed in the “evergreen” folder (that magical place where solid but not-time-sensitive ideas live until the right day comes along).

So, trust me when I say: these five checks can make the difference between your pitch getting traction and your pitch disappearing into the abyss.

1.) Your Subject Line Passes the ‘Would I Open This?’ Test

If it’s vague, clickbait-y or could apply to 900 other emails in their inbox, rewrite it. Try writing a few variations and pick your strongest.

2.) It’s Relevant

Show you know their beat, their outlet and their audience. And long before you send your pitch, work to build relationships with journalists through social or in-person engagement.

3.) The Hook is in the First Sentence 

Journalists scan. If your first line doesn’t intrigue them, the rest is toast. And they can spot an unedited AI pitch from miles away.

4.) The Call to Action and Deliverables Are Crystal Clear 

What do you want them to do? Do you want them to attend an event? Download your photos? Set up an interview? What specific deliverables are you providing (photos, spokespeople, a unique experience)? Spell it out and consider asking a direct question.

5.) It’s Typo Free (and Attachments Are Labeled Like a Pro) 

“PressRelease_final_FINAL2.docx” does not inspire confidence in the attachment. Be sure to check over the whole package you are sending their way. 

Bonus tips:

• If you don’t hear back right away, it doesn’t always mean “no.” Sometimes your pitch is sitting in that evergreen folder, waiting for the perfect news hole to appear. Follow up – politely and with value – to keep it top of mind.
• Before you hit send, double-check all dates, days of the week and times. 
• Read the pitch out loud. If it sounds robotic, you may need to do some more tweaking.
• Journalists are real people. A human-first approach is always welcomed with open arms.

Need help writing news releases and pitch emails that land?

If you are ready to land your next headline, I combine years of newsroom experience with proven PR strategy to help organizations earn meaningful coverage. Contact me and let’s talk.