How to Pitch to Journalists: Media Pitch Guide and Examples

How to pitch to journalists: choose one journalist who covers your topic, then send a short, personal email that explains your story in a sentence, why it matters to their audience right now, and what you can offer, such as an interview, photos or data. Paste your media release below the pitch, not as an attachment. Follow up once, a few days later, and accept a no gracefully.

What is a media pitch?

A media pitch is a short message to a journalist suggesting a story. A media release gives the full facts; the pitch is the personal note that explains why this particular journalist should care. A good pitch is often the difference between a release that's read and one that's deleted.

How do you pitch a story to a journalist?

1. Find the right journalist

Read their recent stories. Pitch the person who covers your topic, such as business, health, agriculture or community, at the outlet your customers actually read, watch or listen to.

2. Lead with the story, not your business

Start with what's new and why it matters to their audience. "Mildura's first [service] opens with 12 local jobs" works better than "[Business] is proud to announce".

3. Make it personal and short

Use their name, mention a recent story of theirs if it's relevant, and keep the pitch to about 100 to 200 words.

4. Offer what they need

Say what's available: an interview today, photos, a location, data or a customer willing to talk. Journalists are short on time; ready-made elements help.

5. Paste the release below

Put the full media release under your pitch in the email body. Link to photos rather than attaching large files.

How do you write a pitch email to a journalist?

Here's how to write a media pitch email:

• Subject line: the story in a few words, such as "New Mildura training kitchen to create 12 apprenticeships"
• Opening line: the news in one sentence
• Why now: the timing or local relevance
• What you offer: interview, photos, visit
• Contact: your name, mobile and when you're available

What does a media pitch look like?

These media pitch examples are for made-up businesses:

Subject: New Mildura bakery store to create 12 jobs

Hi [Name],

I saw your story last week on young people leaving town for
work, so I thought this might interest you.

Example Bakery is opening a second store in the CBD in April,
with 12 new jobs and a training kitchen for local apprentices.
The owner started with a market stall eight years ago and is
happy to talk about why she's training bakers locally.

We can arrange an interview this week and photos in the
kitchen. The full media release is below.

Thanks,
[Name] | [Mobile]

Subject: Photo opportunity Saturday: family day for hospital ward

Hi [Name],

A free family day at [park] this Saturday will raise money
for equipment at the hospital's children's ward. The raffle
draw at 2pm is the main photo moment, and the organiser
is available for radio interviews on Friday.

Details are in the release below.

[Name] | [Mobile]

How do you pitch to local media?

Local media want local stories, so make the local connection obvious in the first line: local people, local jobs, local impact. Regional newsrooms are small, so be clear, be brief and be available. Ring or email the newsroom to check who covers your topic if you're not sure. Local radio often wants a spokesperson on the phone, so mention that you're available.

What's the best way to pitch to Australian media?

Email is the standard first contact for most Australian journalists. Pitch in their working hours, avoid Friday afternoons, and respect deadlines: a daily paper's journalist is busiest in the afternoon. For national media, an exclusive offer to one outlet can work better than sending the same pitch to everyone.

How do you follow up on a media pitch?

Follow up once, two or three working days later, with a short email adding something new if you can, such as a photo or a confirmed interviewee. If there's no reply, move on. Repeated calls and emails damage the relationship for next time.

What we see when regional businesses pitch the media

The most common mistake we see is a mass email to every outlet with a generic "please find attached" and no pitch at all. The second is pitching the business rather than a story. When businesses pick one or two relevant journalists, explain the local angle in a sentence and offer a photo and an interview, their chances improve a lot.

Our PR team includes people with decades of experience in public relations and journalism. Our media relations service builds those relationships for you, and our press release writing service (from $1,000 + GST) includes writing and distribution to journalists and publications across Australia. Editors decide what runs, so no one can promise coverage. For the bigger picture, read how to get free media coverage.

Frequently asked questions

How long should a media pitch be?

About 100 to 200 words for the pitch itself, with the release pasted below. If a journalist can't see the story in the first two lines, it's too long.

How do you pitch an event to the media?

Pitch a week or two ahead with the date, time, place and the main photo moment, then send a short reminder the day before. Offer an interview beforehand for radio.

Should I call a journalist to pitch a story?

Email first. Call only if the story is urgent or you already know the journalist. Keep the call short and ask if it's a good time.

Can I pitch the same story to several journalists?

Yes, but personalise each pitch, and don't send it to two journalists at the same outlet. If you offer an exclusive, give that journalist time to respond before going elsewhere.

Do I need a media release to pitch?

It isn't essential, but it helps. Our press release guide shows how to write one.

Want help pitching your story? Contact Rock Solid Marketing to talk to our PR team.