A press pitch is a targeted email or phone communication to a specific journalist proposing a story the journalist might want to cover. Unlike press releases (which broadcast an announcement widely), pitches are one-to-one — tailored to the specific journalist’s beat, recent work, and expected interests.
Elements of a strong press pitch
- Subject line under 65 characters with the news.
- Opening that references the journalist’s recent work.
- Lead sentence stating the story hook.
- Body with hard numbers and specifics.
- Named spokesperson available.
- Clear ask (interview, quote, feature).
- Polite sign-off with direct contact details.
Press pitch vs press release
- Press release: broadcast document to many journalists and wires.
- Press pitch: targeted one-to-one email or phone pitch to a specific journalist.
- Both are used together for major announcements.