A clear pitching framework that respects journalists and improves response rates.
Start with relevance
A pitch should connect to a journalist's beat and recent coverage. If you cannot explain the relevance in one sentence, the pitch is not ready.
Relevance beats volume. Fewer, better pitches build long-term relationships.
Build a clear angle
Lead with the story angle, not the company. Explain why the story matters now and why their audience should care.
Use evidence, data, or credible spokespeople to make the angle real, not promotional.
Handle timing and exclusivity
Offer exclusives only when they are truly valuable. For most stories, clarity and speed are more important than exclusivity.
Send at times that respect newsroom cycles, and avoid sending on busy news days unless the story is urgent.
Follow up without spamming
One follow-up is usually enough. If the journalist is interested, they will respond.
Track what gets replies and adjust your approach based on evidence.