Journalists get hundreds of pitches a week. Most are deleted after the subject line, and the rest after the first sentence. The good news is that the bar for standing out is lower than you think: be useful, be quick and be specific.

Start with their audience, not your news

Before you write a word, read what the journalist has published in the last month. Who are they writing for? What kinds of stories do they run? Your pitch should answer one question for them: why would my readers care about this?

Put the story in the subject line

“Media release: Local business launches new product” tells a journalist nothing. “The bakery that sells out of sourdough by 8am is opening a second shop” tells them the story, the angle and the hook in one line.

Keep it short enough to read on a phone

Three short paragraphs is plenty: what’s happening, why it matters now and what you can offer, whether that’s an interview, photos, data or a visit. Attach nothing large; link to a folder instead.

Offer something only you have

Journalists can get a quote from anyone. What they can’t get easily is access, original numbers or a person with a genuinely interesting story. If you have one of those, lead with it.

Follow up once, then let it go

A single, polite follow-up two or three days later is fine. A third email is how you end up in the spam folder. If the story isn’t right for them this time, thank them and move on. The relationship is worth more than one pitch.