What is a press pitch: updated for 2026 (UK). 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 in 2026
- 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.
What is a press pitch made of? An example structure
- Subject line — the story in a few words, for example a finding, a first or a strong opinion.
- Personal opening — one line showing why this journalist in particular should care.
- The story — two or three sentences covering what is new and why it matters now.
- Evidence — a number, a customer example or a piece of research.
- The offer — interview, data, images, exclusive or early access.
- Sign-off — name, role, phone number and availability.
How to write a press pitch that gets replies
- Write for one journalist at a time, even when the story suits several titles.
- Keep it under about 200 words; journalists often read on their phones.
- Put links in the body rather than attaching files.
- Avoid marketing language and focus on what readers would find interesting.
- Follow up once, briefly, if you have not heard back after a few working days.
Types of press pitch
- News pitch — a fresh announcement or development.
- Feature pitch — a longer story idea, case study or trend piece.
- Reactive pitch — expert comment on news that has just broken.
- Opinion pitch — an offer to write a comment or op-ed article.
FAQs
Is a press pitch better than a press release?
They do different jobs. A pitch starts a conversation with one journalist; a release provides the full facts. Many campaigns use both. See our PR pitch template for a ready-made format.
Where can I learn how journalists like to be pitched?
Many journalists say how they prefer to be contacted in their social profiles or bylines. The National Union of Journalists also publishes material on how UK journalists work.