- What a pitch email is meant to do
- Research the person before you write a word
- Write a subject line that earns the open
- The body of a pitch email, step by step
- Attachments, links and your media kit
- Timing and following up on a pitch
- Pitch email mistakes to avoid
- A simple pitch email layout to follow
- Pitching to editors, bloggers and podcasters
- How to check your pitch before you press send
- Pitching more than one publication
- Frequently asked questions
To write a pitch email, research the right journalist or editor, use a short specific subject line, then keep the body to about four to six sentences. Say what the story is and why their readers will care, link to extra detail instead of attaching files, add your contact details and follow up once after a few days.
You've got something worth sharing, whether it's a story, an expert comment or an article idea, and you need one short email to get a busy editor or journalist to read past the subject line. It's a skill most people never get taught, and it's easy to get wrong.
I've pulled together the advice from PR trade guidance, mainly Meltwater and PR Daily, and boiled it into a simple structure you can follow. It's general guidance rather than a guarantee, because every editor works differently.
What a pitch email is meant to do
A pitch email asks one person to consider one specific thing. That might be a news story, an interview with an expert or a proposed article. It doesn't have to tell the whole story. It only has to make the reader want to say yes, or at least ask a follow-up question.
The guidance I read is consistent on one point: a pitch should be a story with a clear reason to care, not just a description of your product or business.
Research the person before you write a word
Meltwater's advice is to read the journalist's past stories and social accounts so you understand what they cover and who they write for. Pitch only the outlets and reporters who cover your topic, and avoid mass blasts to hundreds of contacts.
- Find the named reporter or editor, not a generic inbox.
- Read a handful of their recent pieces.
- Check what the outlet has already published on your topic.
- Note anything that links your idea to their recent work.
Write a subject line that earns the open
Both Meltwater and PR Daily say to keep the subject line short, informative and distinctive. Meltwater suggests about five to seven words, with the most important part of the story first. They also advise against starting with "press release", "pitch" or "story idea", and against fake "Re:" or "Fwd:" prefixes, which reporters tend to spot straight away.
| Weak subject line | Stronger direction |
|---|---|
| Story idea | Say what the story is in a few specific words |
| Press release attached | Lead with the news or the angle |
| Re: our chat | Never fake a past conversation |
| Quick question | Name the topic they cover and what you're offering |
The body of a pitch email, step by step
PR Daily recommends no more than about four short paragraphs, and Meltwater suggests four to six sentences. A simple order works well:
- Greet them by name. Meltwater says to send individual emails with no CC or BCC.
- Show you've read their work. Mention a relevant piece they've written, in a line or two.
- Give the point. What is the story, and why does it matter to their readers? PR Daily suggests focusing on about three key points.
- Make the next step easy. Offer a link to more detail, a quote or an interview, and say how to reach you.
- Sign off with your contact details. Include a phone number and email address.
A useful test from Meltwater: ask someone outside your business to hear the pitch in sixty seconds. If they can't repeat it, trim it.
Attachments, links and your media kit
Both sources advise leaving attachments out unless the journalist asks, because emails with attachments often end up in spam. Meltwater says to link to your press kit or release instead. If you haven't put one together yet, my guide to what a media kit is and what goes in it covers the basics.
Timing and following up on a pitch
Meltwater notes that newsworthy windows are short and that reporters often need a day to a week to publish, so send well before you need coverage to run. If you hear nothing, wait a few days, then follow up with concrete reasons the story is worth covering. Stay persistent without being annoying. If someone declines, Meltwater suggests asking what topics they'd be interested in next.
Pitch email mistakes to avoid
- Mass-emailing without checking relevance.
- Opening with "To whom it may concern".
- Writing pitches that run well beyond six sentences.
- Pitching only a product instead of a story.
- Getting in touch only when you want coverage.
A simple pitch email layout to follow
Putting the advice together, here's the skeleton I'd use. Swap the bracketed parts for your own details, and keep every line specific to the person you're writing to.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
- Subject: [Topic in five to seven words, main point first]
- Line one: Hi [first name], I read your recent piece on [topic].
- Lines two and three: [The story or idea, and why it matters to their readers.]
- Line four: [What you can offer: a quote, data, an interview or the full article.]
- Close: [Thanks, your name, phone number and email address.]
Notice what isn't there: no long biography, no list of everything your business does and no attachments. If the editor wants more, they'll ask.
Pitching to editors, bloggers and podcasters
The same principles apply beyond newspapers. PR Daily's advice covers reporters, editors and bloggers alike, and the logic holds for anyone who receives a lot of unsolicited email. They want to know quickly who you are, what you're offering and why it fits what they already publish.
For a pitch to a blog or website, the version of this that works best is a clear topic, a one-line summary of the angle and a sentence on why your readers or theirs will care. Show that you've looked at what the site has already covered, so you aren't suggesting something that's already there.
How to check your pitch before you press send
- Is the right person's name spelled correctly?
- Could someone read the first two lines and know what you're offering?
- Have you linked to your media kit or release instead of attaching it?
- Is it individual, with no CC or BCC list?
- Is there a clear reason for it to land now?
- Have you read it aloud to check it sounds like a person wrote it?
Pitching more than one publication
Once you've got one pitch working, the next question is how to repeat it across several outlets without it turning into a blast. Each pitch still needs its own research and its own angle.
When you're ready to pitch several publications, my page on running an outreach campaign for contributed articles shows how it fits together.
Frequently asked questions
How long should a pitch email be?
The sources I read suggest roughly four to six sentences, or no more than about four short paragraphs. Shorter is easier to read on a phone.
What should I put in the subject line?
Keep it short and specific, with the main point of the story first. Avoid starting with "pitch" or "press release", and never fake a reply or forward.
Should I attach files to a pitch email?
Both PR guides advise against it unless the journalist asks, because attachments often land in spam. Link to a media kit or release instead.
When should I follow up?
Meltwater's guidance is to wait a few days and then follow up with concrete reasons the story is worth covering, without being pushy.
Can I send the same pitch to several journalists?
You can reuse the structure, but each email should be personalised and sent individually. Meltwater warns against mass blasts and CC or BCC lists.
