What’s the Best Pitch You Can Send to a Reporter?

If you’ve ever spent time crafting the perfect pitch, only to hear crickets from a reporter, you’re not alone. Journalists are inundated with hundreds of emails every week. So, how do you stand out?

Simple: Send the kind of pitch that lets them make a decision right away.

It’s tempting to lead with a clever subject line or a mysterious hook, but when a journalist is scanning their inbox, clarity wins. They’re not looking for a puzzle—they’re looking for a story they can take to their editor.

Your job? Make the decision-making process effortless. The best pitch is the one they can say yes, no, or forward it to their editor—in under 30 seconds.

To help a reporter make a snap decision, your pitch needs to hit a few critical marks right from the start:

What’s the story?

Spell it out clearly in the first sentence or two. What are you pitching—a trend piece, an interview, a local event, a human interest angle?

When and where is it happening?

If it’s an event, give the details—date, time, location. If it’s a virtual offering, include a link or registration info.

Why does it matter?

Tie it to something bigger. Why should their audience care? What’s the relevance to their beat or what they’ve recently covered?

Why now?

Timeliness is everything. Is this tied to an upcoming event, awareness month, breaking news, or a seasonal trend?

Who can they talk to?

Include a spokesperson, expert, or subject who’s media-ready. Bonus points if you can provide a quote or background up front.

When you present the pitch in a way that shows you’ve done the work, you’re already a step ahead. Journalists notice when you’re trying to make their lives easier—and they remember it.

In short: Be clear, be timely, be useful.

Because the best kind of pitch is the one that helps them make a decision—right away.

Want help crafting pitches that get noticed? Let’s talk — we’ve been on both sides of the inbox.