To get a journalist’s attention: research their last 5 articles, send a pitch with a subject line under 65 characters naming the news, offer exclusivity when warranted, include a named spokesperson and hard numbers, follow up once after 3 days, and respect their deadlines. The highest-converting pitches take 45+ minutes of research for a 150-word email.
What gets a journalist’s attention
- Research showing you actually read their work.
- Subject line with news (not “interesting opportunity”).
- Hard numbers rather than adjectives.
- Named spokesperson available fast.
- Visual assets (for broadcast/digital).
- Exclusivity option.
- One polite follow-up after 3 business days.
What kills pitches instantly
- Mass-BCC emails.
- Vague subject lines.
- Attachments.
- Marketing adjectives.
- Multiple follow-ups.
- Asking to “hop on a call” before the story.