Media Pitch Template: 8 Examples + Follow-Up Rules

A pitch is a short email that offers one reporter one story they could actually use. It works when the subject line names the story, the first two sentences say why it matters to that reporter's readers, and you ask for one small thing. Keep it brief, link to your proof, and follow up once.

Below are eight copy-paste templates, rules for subject lines and follow-ups, and a method for building a media list from public sources. Every example is hypothetical: the companies, people and details are invented, and no real outlet or journalist is named. Replace each bracket with a true detail, and delete anything you cannot support.

We are Reputation Resolutions. Our PR services include outreach to reporters, scoped in writing, and we are not a law firm. We do not promise that any reporter will reply or any outlet will publish. A pitch is an invitation, and the reporter decides. Everything here works for in-house teams as well.

What makes a pitch work

Reporters are not looking for your announcement. They are looking for a story their readers care about. A pitch succeeds when it makes that connection for them. Three habits do most of the work.

- Relevant. Pitch only reporters who have written about the topic, and say what you read. A pitch to the wrong beat is spam, however well written.

- Specific. Offer one clear angle with a name, a date and a fact that can be checked. “Our company is growing” is not a story. “A local firm is opening free clinics on these dates” is.

- Short. Purdue University's writing lab advises deciding which of the who, what, when, where, why and how matters most and putting it first, and keeping leads to a sentence or two. Treat your first two sentences the same way.

A pitch is also not a press release. A release is the document you publish. A pitch is the note that points one person to it. If you need the document first, read our guide to how to write a press release.

The parts of a pitch

Subject line rules

The subject line decides whether the pitch is opened. These rules are our editorial judgment from drafting outreach, not a measured result.

- Name the story, not the company. “Free year-end records clinics for freelancers” beats “Alder & Finch news.”

- Use plain nouns and the beat. Make it obvious what the email is about and whom it is for.

- Keep it short. Aim for a line that will not be cut off on a phone screen, and put the key words first.

- No hype. Avoid ALL CAPS, “URGENT,” exclamation marks and claims like “you will not believe.”

- No fake threads. Do not start the subject with “Re:” or “Fwd:” to look like a reply. It is deceptive and reporters notice.

- Do not put an embargo in the subject unless it was agreed. Embargoes are a courtesy that only holds when the reporter agrees first.

- Write a new one for each reporter. If it could be sent unchanged to fifty people, it is probably too generic.

Eight media pitch templates (hypothetical)

Each template is plain text. Replace every [bracket] with a true detail, and keep the final email under about 150 words. Never send a bracket to a reporter.

1. News announcement. Use when you have a real launch, hire or milestone with a date.

Subject: [Specific news in plain words] in [place or sector]

Hi [First name], I read your recent piece on [topic] and thought this might fit. [Organization] is [announcement in one sentence] on [date]. It matters to [your readers] because [one specific reason]. Details and a short fact sheet are here: [link]. I can arrange a call with [name, role] if useful. Thanks for your time, [Your name, role, phone].

2. Original research. Use only when you have documented data and can share the method.

Subject: New [topic] data: [one specific finding]

Hi [First name], we surveyed [who] about [topic] between [dates]. The main finding: [one sentence stating the finding exactly as the data shows it]. The method, sample and full results are here: [link]. If helpful, I can share the underlying figures and put you in touch with [name, role]. Thanks, [Your name].

3. Expert commentary. Use when a story is already in the news and you can add real expertise.

Subject: Source on [topic in the news]

Hi [First name], I saw your coverage of [story]. [Name] is [role] and has [one verifiable credential or experience] relevant to [angle]. They can speak to [two specific points] if you are looking for another view. A short bio is here: [link]. I will keep it brief and available to your deadline. Best, [Your name].

4. Local angle. Use when national news has a clear effect in your area.

Subject: How [national issue] is affecting [place] [business type or group]

Hi [First name], with [national story] in the news, I wanted to offer a local view. [Name], who runs [business] in [place], can describe what changed for them on [date] and what they did about it. They are happy to talk by phone or in person. Context and photos are here: [link]. Thanks, [Your name].

5. Human-interest story. Use when a real person has agreed to be named and to talk.

Subject: [Short description of the person and what they did]

Hi [First name], I thought this might suit your [section or beat]. [Name] [what they did] after [what led to it]. They have agreed to talk and to be named. The short version: [two sentences]. There are photos available at [link], which we can send with permission. Would a short call this week help? [Your name].

6. Event invitation. Use when there is something reporters can attend or see.

Subject: [Event] on [date] at [place]: [one-line reason to attend]

Hi [First name], [Organization] is holding [event] on [date] at [place], starting [time]. Reporters are welcome, and [name] will be available to speak with you from [time]. Visuals will include [what]. Please tell me if you would like access details or a spokesperson beforehand. [Your name, phone].

7. Exclusive offer. Use only if it is truly exclusive and you will honor that.

Subject: Offering you first look: [topic]

Hi [First name], I would like to offer you the first look at [news] before it is public on [date]. You would have [what they would get: data, interview, access]. If you are interested I can send details today, and I will wait until [date and time] for your answer. If it is not a fit, no problem at all. [Your name].

8. Contributed article idea. Use when you are proposing a piece written by a named expert for an editor who accepts contributions.

Subject: Contributed article idea: [working title]

Hi [First name], I am writing to ask whether you accept contributed pieces. [Name, role] would write about [specific angle] for [readers], using [what the piece would draw on]. It would be original, unpublished elsewhere and free of promotion for [Organization]. If you share your guidelines, we will follow them, including any disclosure rules. [Your name].

Two honesty notes apply to all eight. First, never invent a quote, a statistic or a credential. Second, if you have a paid or commercial relationship with the outlet, say so, because the FTC's guidance says an ad should never suggest it is anything other than an ad. The PRSA Code of Ethics also asks members to reveal the sponsors for causes and interests represented.

Follow-up rules

Follow-ups are where good pitches get lost or turn annoying. These rules are our judgment and are not a measured result.

- Wait a few working days. Reporters get a lot of email, and a reply the same day is unlikely.

- Send one follow-up. Keep it to two sentences and add something new, such as a new fact, a date or an image, rather than just “checking in.”

- A second nudge is the limit. If there is no reply after that, stop for this story. You can pitch again with something new.

- Reply on the same thread. It keeps context in one place.

- Do not call or message on other channels unless the reporter has said they prefer that.

- Say thank you and move on. A polite no is useful information. Do not argue with it.

- Respect timing. If a reporter says they are on deadline, let them be.

A follow-up template (hypothetical): “Hi [First name], a quick note in case my earlier email got buried. One new detail: [new fact or date]. If it is not a fit, no problem, and thank you for reading. [Your name].”

How to build a media list from public sources

A media list is a working document of the reporters who cover your topic, with notes on how they prefer to be contacted. Build it from information the outlets and reporters have made public, and keep it small and accurate.

- Start with the outlets your audience actually reads. Ask customers, check where your competitors' news is discussed, and look at who covers your topic.

- Use the outlet's own pages. Mastheads, staff pages, author pages and contact pages are the most reliable source for names, beats and how to reach them.

- Search the outlet for your topic and read bylines. Reporters who have written about it recently are the right people. Note the title and link of the story that made you choose them.

- Check each reporter's public profile. Many say how they prefer to be pitched or what they do not cover. Follow it.

- Do not buy or scrape a list. Purchased lists go stale, include people who never agreed to be contacted and lead to generic pitches.

- Record what matters. Keep a simple spreadsheet with name, outlet, beat, recent story and link, how they prefer contact (as stated publicly), date you last wrote, outcome and notes.

- Keep notes factual. Write only what you would be comfortable with the person reading.

- Remove anyone who asks. Do it promptly. If you email in bulk or across borders, get advice from your own counsel about email and privacy rules. We are not a law firm.

For the next step, our guide to haro alternatives covers ways to find reporters who are actively asking for sources.

After the pitch

Track who replied, what was published and what people did next. A reply is not coverage, and a mention is not a ranking. Our guides to earned media and PR measurement explain how to count outcomes honestly.

When to get help

Outreach takes time, relationships and judgment about what is news. If you want help, Reputation Resolutions has worked on reputation and PR problems since 2013, is A+ BBB accredited and a Google Partner, and has clients in 40+ countries. Our media relations work is scoped in writing, and we do not promise coverage or replies. See what a PR firm does for the wider picture.

A guaranteed featured article is different. It is a paid placement that you pay for only after it is published, labeled the way the outlet labels sponsored content, and it is advertising, not a pitch result. The terms are on our guaranteed featured articles page.