To pitch a journalist successfully: research their specific beat and recent articles, write a subject line under 65 characters that states the news, send a 150-word pitch with hard numbers and a named spokesperson, offer exclusivity when warranted, and follow up once after 3 days. Do not mass-blast.
The 5-step pitch process
- Research the beat. Read the last 5 articles by this specific journalist. Note what angles they prefer. Pitch to that angle.
- Subject line. Under 65 characters. State the news. “Exclusive: British fintech raises £25m to launch US expansion” beats “Interesting opportunity for your readers”.
- 150-word pitch. Opening: why this story matters to this journalist specifically. Body: hard numbers, named spokesperson, what is new. Close: what you can provide (interview, data, images).
- Offer exclusivity. Breaking stories pitch well as exclusives to one outlet. Evergreen pitches go wider.
- Follow up once. 3 business days later, one polite nudge. After that, move on.
What kills a pitch instantly
- Attachments (especially PDFs of press releases).
- Mass-send to multiple journalists in BCC.
- Marketing adjectives (innovative, disruptive, cutting-edge).
- No specific numbers or facts.
- Asking for a meeting before giving the story.
- Chasing more than once.