7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (2023)

What is a media pitch? Simply put, a media pitch is an attempt to get a journalist/editor or media outlet interested in your news so that they decide to cover it.

Almost always, a media pitch is done by email, but it’s also possible to do it via social platforms, telephone, or traditional mail.

Now that the theory is out of the way, it’s time to focus on practice. Below you’ll find:

  • Quick tips to media pitch writing
  • 7 media pitch examples from PR experts to get you inspired
  • Advice on following up

If you’re about to send a media pitch, you might want to give Prowly a try for free. Maximize your chances of getting coverage by finding relevant journalists, getting contact recommendations based on your press release, and sending personalized pitches at scale.

Before you write a media pitch

Before you begin: Journalists and editors are flooded with press releases, media pitches, and various other demands on their time and attention.

Based on research from Fractl, 46.5% of journalists receive at least 11 media pitches per day, while 28.64% receive over 26 pitches per day.

7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (1)

Knowing what to include in your media pitch—and what to leave out—will greatly improve your chances of getting a reply.

1. Make sure your story is newsworthy

If you want to get someone to cover your story, it’s worth asking yourself these two questions before you even think about pitching the media outlet:

  • Is my news actually newsworthy?
  • Is my news presented in an exciting way that will get people interested?

If it’s not, it might be worth waiting until you have something that is actually newsworthy.

(Video) This Media Pitch Template Will Help You Land More PR

Otherwise, or you could make a bad first impression with the media contacts you send your press release to.

What makes a newsworthy story? According to socialmediasydney.net.au, you should consider the following:

  • Is the story new and current?
  • Does it feature an element of prominence?
  • Does it evoke an emotional response?
  • Will your story affect or have an impact on certain people?
  • Is your story relevant to the area/publication you are pitching it to?

Amber Mac, entrepreneur, and the bestselling author sums this up perfectly:

The fact that your company exists or your CEO will be in town does not make a story.

2. Make sure you’re pitching relevant media contacts

Before writing your media pitch, you should first find relevant media contacts to prepare a media list, which is a list of people that could be interested in covering your story.

In the media, individual journalists have their own specializations (referred to as a “beat”). Instead of sending your pitch to the general email address of a news outlet, it is best to address it to the person most relevant to the subject you’re writing about. In other words: make sure you’re knocking on the right doors before you start knocking.

Example: If you’re a business that’s launching a new tech product and you’re reaching out to a magazine like WIRED, you’ll find out that every reporter there has their own specialization, such as drones, cell phones, or cloud computing. In this case, the right thing to do would be to reach out to the person that writes about products like yours, instead of pitching to someone that generally covers technology.

7 media pitch examples from PR experts

Below you will find the best media pitch examples shared by actual PR experts. Some information has been blanked out for privacy reasons.

The following media pitch examples were re-created in Prowly, which lets you find relevant media contacts and effectively send email pitches with personalization and analytics.

Media pitch example #1

Rudi Davis, Chief Operating Officer @ NetPositiveAgency

The first media pitch example is from Rudi, COO of NetPositiveAgency.

Rudi leverages the expertise of his client and offers expert insights on the topic that reporter coverages.

(Video) How to Use a Media Pitch Template and Why You Need One

Instead of preposing just one topic, Rudi gives the pitch recipient to choose from three in-depth topics, increasing the chance of success.

7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (2)


Email pitch example #2

Mary Brynn Millburn, Senior Public Relations Coordinator @ Idea Grove

This second media pitch example from Mary Brynn Millburn shows the importance of offering value. Take note how the reporter is offered expert commentary and fresh information from the CEO of the company hoping to get coverage.

7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (3)

PR pitch example #3

Sarah Jenne, PR Specialist @ Idea Grove

In Sarah’s example, she takes advantage of the fact that she’s previously connected with this specific reporter, reminding him/her of their already established relationship.

7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (4)

Media pitch example #4

Ana Casic, responsible for media relations and PR @ TalentLMS

Ana Casic from TalentLMS send us this media pitch on remote work. She started the conversation by mentioning already published articles on the same topic, and offered new & original research (offering value!) that could be used for a new post.

7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (5)


PR pitch example #5

Matthew Zajechowski, Outreach Team Lead and Content Marketing Promotions Specialist @ Digital Third Coast Internet Marketing

(Video) 8 Easy PR Pitch Tips That Will Improve Your Results Today

Similar to the previous example, Matthew’s media pitch is another example of giving value by offering an original report on a topic that was newsworthy at the time.

The results? Over 250+ unique placements all who’ve linked back to this page for this campaign using this specific pitch.

7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (6)

Email pitch example #6

Corinne McCarthy, SEO & Online PR Specialist @ Web Talent Marketing

Here is a media pitch example that earned a placement on CNBC’s website (cnbc.com) for a client of Web Talent Marketing.

The writer we pitched ended up connecting us with a reporter at CNBC. The reporter interviewed our client’s Content Manager. A few weeks later, CNBC published a feature article about the career path we pitched and quoted our client throughout the article.

Corinne added that the key elements of this pitch are:

  • Addresses the writer by name twice so he/she knows this is not an automated email.
  • Mentions a recent article that relates to the topic you’re pitching.
  • Includes a brief description of the angle you’re pitching and why it’s relevant to the publication.
7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (7)

Media pitch example #7

Rachel Nelson, Public Relations & Events Manager at Margaux Agency

The last media pitch example from Rachel Nelson offers value by offering valuable content that could be useful for a new article that’s not only original, but also exclusive.

7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (8)

💡Advice from a PR pro on how to create a successful media pitch:

Aleksandra Kubicka, PR consultant at Prowly, says:

“To create an effective media pitch, PR managers can transform news into a few different stories and can present it from different angles.This will help to reach a larger target audience. To achieve it we need to be creative and look for unique perspectives of each story.

For example, instead of just presenting a story about a new business as straightforward news, you could also focus on the human story behind the business, such as the background and motivations of its founder. Another angle could be to highlight the success of a local business in gaining recognition in the global market, which would appeal to local media outlets.

By presenting the same news story from multiple angles, you can broaden your potential target group of journalists and reach a wider audience. This approach can also increase the impact and relevance of a story, as different angles can resonate with different people and help to highlight different aspects of a story.

(Video) How To Write A Good Pitch That Will Wow Journalists and Editors

Additionally, by providing journalists with different options for how to cover a story, you increase the chances that they will find an angle that fits their publication’s style and target audience, and thus you’ll be more likely to gain press coverage.”

How to follow up on your media pitch effectively

Even if you did everything correctly, there’s a chance you won’t get a reply. It makes you start wondering:

Just kidding. Journalists are busy people; it could be that they were simply busy and didn’t get to check their inbox yet.

Whatever the reason, it doesn’t mean you should move on just yet.

As a general rule, you shouldn’t email someone more than three times in a row without success. If you subtract the first email, that leaves you with two follow-up attempts for your pitch. Give at least a few days between each email.

If you’re using a PR outreach tool like Prowly to pitch media contacts, you can view which recipients received, opened and clicked on your email. This lets you easily segment your follow-up message in to groups and tailor your message based on if they’ve opened your email—or not.

7 Media Pitch Examples From PR Experts (w/ Tips & Templates) (9)

When you do follow up, keep in mind the following:

  • Be polite. Respect the fact that a journalist may not be interested in your story
  • Be concise and to the point. Keeping the above point in mind, politely re-ask if they’re interested or if you can provide any extra details
  • Be prepared.If you do get a positive reply make sure you have any extra information they might need or a flexible schedule if they’re like to interview you for more details

Need more guidance? Read: Following up on Your Media Pitch – How to Do It Right →


A media pitch can be crafted in many different ways, with PR experts often having their own preferred method. Nonetheless, the fundamentals of writing a successful pitch remain the same.

Follow the tips and examples in this post and tailor them to your news. With a bit of time and experimentation, you’ll find what works and what doesn’t.


(Video) The best "Elevator Pitch" of the World?


How do you write a PR media pitch? ›

6 tips for crafting the best PR pitch
  1. Read each reporter's previous articles thoroughly. ...
  2. Put a personal twist on each email. ...
  3. Include context on who you are. ...
  4. Make sure your email is properly addressed. ...
  5. Don't send mass emails. ...
  6. Tailor to the medium you're pitching.

What is a media pitch in PR? ›

A media pitch is a short, concise email (historically a letter or phone call) to a journalist or influencer. The pitch is similar to an elevator pitch in length, but the message of the pitch is altered from general to more specific to the journalist or influencer's interests.

What should PR professionals and writers do when pitching to the media? ›

It needs to be creative enough to catch the attention of the writer; however, avoid exaggerated phrases or visual gimmicks such as all capital letters. Do not use generic headlines such as “Story Idea” or “Cool Upcoming Event.” Try to create a headline similar to one the journalist might use in writing the story.

How do you pitch an expert to the media? ›

The 5 Foolproof Steps to Pitching Your Story to the Media
  1. Build your media list. ...
  2. Craft your subject line. ...
  3. Create a compelling intro. ...
  4. Write the body of your pitch. ...
  5. Close with a call to action. ...
  6. 5 AI Marketing Tools Every Startup Should Know About.
May 27, 2022

What is a good media pitch? ›

A good PR pitch should grab a journalist's attention within the first sentence. It should be clear, concise, and to the point, providing all the essential information about your story in one go.

What is an example of PR writing? ›

Some examples of public relations include press releases and social media posts. Companies send out press releases to inform the public about their brand, products, or other updates about the company. Social media can also help to build the image of the company by creating messages that promote customer engagement.

How do you write a good pitch? ›

Here are his tips:
  1. Do some pre-reporting. Make sure your pitch is well thought out. ...
  2. Fill in the details. Pre-reporting will help you answer the following questions in your pitch, which Stossel says are musts for a successful pitch: ...
  3. Show off your writing skills. ...
  4. Have a little drama. ...
  5. Understand the news value. ...
  6. Make it timely.
Dec 7, 2017

What is a media lists for PR? ›

A media list (also sometimes called a press list or media contact list) is a document with a list of media contacts: journalists, reporters, media influencers, bloggers, and more. They're used for having a list of relevant people that you can send your press release or story.

How can a PR person build relationship with the media? ›

Here are a few tips for building and maintaining a working relationship with media:
  1. Get familiar with their work. Don't pitch anyone without familiarizing yourself with their work. ...
  2. Follow them on Twitter. Following media on Twitter is a must. ...
  3. Remember they are human. ...
  4. Don't treat a friendly as a sounding board.

What is media strategy for PR? ›

A PR strategy is aimed at improving your brand's image. It is the collection of all actions taken in order to get publicity and coverage of your brand on relevant media outlets, industry publications, podcasts, as well as blog and social media posts, and reach both your short-term and long-term PR goals.

How do you write a successful PR? ›

10 Essential Steps to Effective PR Writing
  1. Consider your campaign objectives.
  2. Set specific goals & measurements.
  3. Define your audience.
  4. Determine your channels.
  5. Set creative guidelines.
  6. Craft your calendar.
  7. Confirm your resources.
  8. Do your research.
Dec 23, 2021

What is a pitch for a media job? ›

A media pitch is a short communication, typically an email or direct message, suggesting a news story to a journalist or editor at a publication, radio station or broadcast network. The goal of a pitch is to generate coverage and determine if your media contact is interested in creating a story around the content.

How do you sound like an expert? ›

How to Sound Like an Expert
  1. Training an Expert to Convey Their Expert Status. ...
  2. Speaking with Authority. ...
  3. Lead with Your Recommendation. ...
  4. What to Do When You Don't Know the Answer. ...
  5. What About When There Isn't a Right Answer? ...
  6. Don't Just Answer Their Questions — Take Charge Instead. ...
  7. Asking Questions Conveys Expertise.

What is the difference between a media pitch and a press release? ›

A media pitch is a personalized message or phone call to a journalist or media outlet to suggest a story or angle that interests their audience. On the other hand, a press release is a written document that announces news or information about a company or organization to the media and the public.

Why is media pitching important? ›

A media pitch is a small, personalized letter or email pitch for editors, PR agencies, or reporters. Brands try to get their name in the news by narrating their product story and strategy. It helps you bond with external journalists and media houses to promote your brand, product, and client-side content.

How long should a good pitch be? ›

While pitch decks vary in size, the average length is 12 to 14 slides (and never longer than 20), with each slide presenting one clear idea. Although its order can change depending on how you wish to tell your story, the general slides to include are: 1. Company vision.

What are 7 examples of pitch names? ›

There are only seven note names (A, B, C, D, E, F, G), and each line or space on a staff will correspond with one of those note names. To get all twelve pitches using only the seven note names, we allow any of these notes to be sharp, flat, or natural.

What are some examples of pitch? ›

It's [your name] from [your company]. Last time we spoke, you mentioned [problem that the prospect experienced]. I've given it some thought and I think I know how I might be able to help you [insert the benefit of your product, as it relates to their problem].” From there, you can move the conversation forward.

What is 3 sentence pitch? ›

The purpose of the three sentence pitch is to communicate who you are, what you do, and what you want in three sentences. There are many fancy ways to slice this. For example, you can include a catchy intro, articulate your unique value proposition, and exchange business cards to follow up with a call.

What are the 6 tools of public relations? ›

6 Public Relations Tools Every Pro Needs
  • A Media Monitoring Tool. A client doesn't just need stories; they also need to know how to engage with them and where they are located. ...
  • A Coverage Compiler or “Book” ...
  • QWOTED. ...
  • Keyword Research Tool. ...
  • Digital Advertising. ...
  • Social Media. ...
  • 8 Digital PR Tips.
Jun 14, 2022

What are examples of PR audience? ›

Public relations is primarily about reputation building, and so targeted audiences include key stakeholders (legislators, event sponsors, employees, community partners, for example).

What are the seven essential elements in PR writing? ›

7 Essential Tips for PR Writing
  • Research and determine your goals. Make sure you know what your goals and objectives are before you start writing. ...
  • Understand your audience. ...
  • Prioritize forming an interesting lead. ...
  • Tell a good story. ...
  • Structure your information. ...
  • Don't forget to edit. ...
  • Focus on persuasion. ...
  • Press releases.
Mar 28, 2022

How do you make a catchy pitch? ›

Take a look at these easy-to-follow pitch tips to make an impression.
  1. Prepare with care. ...
  2. Have an elevator pitch. ...
  3. Practice your pitch. ...
  4. Don't skimp on basic explanations. ...
  5. Know what makes a presentation boring. ...
  6. Give buzzwords a swerve. ...
  7. Use your enthusiasm. ...
  8. Build in question and answer periods.
May 17, 2021

How do you write a good pitch intro? ›

All good pitches start with a short introduction. It could be as simple as stating your name and who you work for if those details apply. But the more personal you can make it, the more natural your elevator pitch will seem. Body language is also an important part of a solid introduction, as is eye contact.

What should I say in my pitch? ›

The 10-minute pitch
  • Tell a story.
  • Explain your solution.
  • Describe your successes.
  • Define your target market.
  • Explain your plan for customer acquisition.
  • Outline your competition.
  • Describe your business model.
  • Provide your financial projections.

What are the three types of media to consider in PR? ›

The three types of media are commonly known as news media, social media, and web media, but you might also see them referred to as earned media, shared media, and owned media.

How do you write PR content? ›

How to write a press release
  1. Write a clear, captivating headline. ...
  2. Include the date and your location. ...
  3. Quickly tell them what they need to know. ...
  4. Then give more context. ...
  5. Be honest and unbiased. ...
  6. Eliminate industry jargon. ...
  7. Include relevant, colorful quotes. ...
  8. Sign off appropriately.

What is PR media relations examples? ›

9 public relations strategy examples
  • Press releases. Written press releases are a classic public relations strategy. ...
  • Public events. Organizations sometimes host public events to bolster their public relations efforts. ...
  • Private events. ...
  • Social media. ...
  • Video content. ...
  • Strategic partnerships. ...
  • Print materials. ...
  • Proprietary research.
Feb 3, 2023

What is the difference between PR and media relations? ›

Differences between media versus public relations

So companies use media relations to deliver important messages to public audiences whereas public relations is solely about promoting brand awareness and reputation.

What makes an effective media relations? ›

To assure effective communication of your message, distribute relevant information to the right people. This can be accomplished by developing a comprehensive media list that identifies the most appropriate contacts at each of the media outlets at the community, local, state and/or national level.

What are the five media strategies? ›

Each of the 5 Ps stands for a different approach to strategy:
  • Plan.
  • Ploy.
  • Pattern.
  • Position.
  • Perspective.

What are the six steps in media relations? ›

You can create a successful media plan, and structure your public relations campaign, in six steps.
  • Step 1: Define Your Objective. Define and write down your objectives. ...
  • Step 2: Establish Clear Goals. ...
  • Step 3: Identify Your Target Market. ...
  • Step 4: Research Opportunities. ...
  • Step 5: Create a Schedule. ...
  • Step 6: Measure Your Progress.
Oct 7, 2019

What are the five major components of media strategy? ›

The key elements of a media strategy
  • Objectives. What do you want to achieve and why? ...
  • Target audience. Who do you want to talk to and why? ...
  • Tone of voice. What kind of personality do you want to convey? ...
  • Key messages. What do you want people to think, feel or do? ...
  • Content. ...
  • Media training. ...
  • Crisis comms. ...
  • Managing expectations.
Apr 22, 2016

What makes a good PR proposal? ›

How does one write an exceptional PR proposal? To create a riveting PR proposal, include a strong cover letter, and then add an executive summary, situation analysis, goals, objectives, strategy, timeline, budget, and other important details.

What are smart PR objectives examples? ›

PR objectives need to be specific, measurable, achievable, realistic and timely. They should be regarded as an ideal to aspire to, but they should always be realistic. An example of a SMART goal would be "to increase awareness of my brand from 20% to 40% among my target publics, within 10 weeks of campaign launch".

What makes a good advertising pitch? ›

Good advertising pitches are welcoming, exciting, and intriguing so potential customers and clients want to learn more about your brand and your products.

How do you follow up on media pitch example? ›

Here's an example of what a second attempt at reaching out might look like: Hi again, (Name), It's (your name) with (brand or company) here. I'm just following up on my mail from a couple of days ago with a reminder that I'm available to talk about this at any time that might be good for you.

How can I sound more impressive? ›

Here are nine easily mastered techniques to quickly make yourself more eloquent and smarter sounding.
  1. Stand or sit with spine straight but relaxed. ...
  2. Keep your chin up. ...
  3. Focus on your listeners. ...
  4. Speak loudly enough to be heard. ...
  5. Buttress words with appropriate gestures. ...
  6. Strategically position your body.

How do you speak like a professional speaker? ›

Table of Contents
  1. #1 Stay in your zone of genius (only talk about what you know)
  2. #2 Read books or articles out loud.
  3. #3 Use tongue twisters to practice enunciation.
  4. Bonus Tip: Learn the Art of Stage Presence.
  5. #4 Talk to yourself.
  6. #5 Learn from the best (& mimic them)
  7. #6 Always remember your MVP.

What should a media release look like? ›

The purpose of a press release is to give an overview and a few pertinent details about what it is you're announcing.” She adds, “Include one or two executive and/or customer quotes. Then be sure to include links to visit for more information.” Aim to keep your press release short, sweet, and to the point.

What are the 5 parts of a press release? ›

Consider these five components when drafting your release and you'll set yourself up for success.
  • Relevant timing. ...
  • Compelling headline. ...
  • Informative lead paragraph. ...
  • Supporting quotes. ...
  • Clear call to action.

How do you write a PR proposal example? ›

The Proposal

For this campaign, our team will provide and execute a custom strategy for [Reason for Press and PR Coverage]. Our team will work directly with your marketing and social teams to craft a distinct message for print and online media, covering: [Key Message1] [Key Message2]

How do you write a PR proposal? ›

Writing a PR proposal step-by-step
  1. Step 1: Discovery meeting. ...
  2. Step 2: Think your PR plan through. ...
  3. Step 3: Social proof. ...
  4. Step 4: Let's talk about pricing. ...
  5. Step 5: PR proposal design.

How do you write a PR brief example? ›

How to Write a PR Brief
  • Background. Provide details of your company with the most up-to-date key company information, including your position in the market, current turnover, key senior figures, brand ambassadors, biggest competitors and USPs. ...
  • Goals. ...
  • Measurement. ...
  • Final Thoughts.
Apr 10, 2017

How do you write a good PR statement? ›

How to write a press release
  1. Write a clear, captivating headline. ...
  2. Include the date and your location. ...
  3. Quickly tell them what they need to know. ...
  4. Then give more context. ...
  5. Be honest and unbiased. ...
  6. Eliminate industry jargon. ...
  7. Include relevant, colorful quotes. ...
  8. Sign off appropriately.

What are the 6 steps to write a PR plan? ›

How to write a PR plan in 6 steps
  1. Start with Research/Discovery. Where does your brand fit in the marketplace? ...
  2. Develop a Target Customer Profile. ...
  3. Establish Key Messages/Positioning. ...
  4. Define the Objectives for the Plan. ...
  5. Support Your Objectives with Strategies & Tactics. ...
  6. Determine How Will Evaluate Success.

What are the five 5 steps in writing your proposal? ›

The 6 Steps To Writing a Project Proposal
  • Step 1: Write the Executive Summary. ...
  • Step 2: Explain the Project Background. ...
  • Step 3: Present a Solution. ...
  • Step 4: Define the Project Deliverables. ...
  • Step 5: Request Your Needed Resources. ...
  • Step 6: State Your Conclusion.
Jul 15, 2022

What are 2 examples of PR? ›

Some public relations examples are traditional media advertising campaigns, sponsorships, product placement, social media campaigns, consumer education, and corporate social responsibility.

What are the 10 PR writing guidelines? ›

10 Essential Steps to Effective PR Writing
  • Consider your campaign objectives.
  • Set specific goals & measurements.
  • Define your audience.
  • Determine your channels.
  • Set creative guidelines.
  • Craft your calendar.
  • Confirm your resources.
  • Do your research.
Dec 23, 2021

What is a PR plan template? ›

A public relations planning template is a saved outline of your PR planning process. This can include resources you use during PR campaigns, specific media outlets you always connect with, and details on your target audience.

What are the 4 steps to PR? ›

The R.A.C.E process encompasses the following 4 phases: Research, Action and planning, Communication and relationship building and Evaluation.

What are the 9 steps of proposal writing? ›

Here are the common steps, in order, that are often included when writing a formal grant proposal:
  • Include a cover letter. ...
  • Include an executive summary. ...
  • Describe a statement of need. ...
  • List objectives and goals. ...
  • Describe methods and strategies. ...
  • Detail a plan of evaluation. ...
  • Include a budget. ...
  • Detail organizational information.
Feb 3, 2023

What is PR in your own words? ›

PR is short for "public relations" and refers to the strategic communication from an organization to the public to maintain or cultivate public image and/or respond to public discourse.


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