Michela Vismara

How to Pitch like a PR Pro

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You’ve spent time crafting a pitch, refining the subject line and tailoring it to the right contact – all to be met with nothing. No reply, not even an ‘I’m out-of-the-office’ bounce-back.

Crickets. Tumbleweed. Dead air. 

If that sounds familiar, you’re not alone. Pitching is a core skill in PR, but even seasoned professionals can still get ignored.  

Here’s my guide on how to pitch like a PR pro.  

 

Personalise That Pitch 

The goal: Show that you’ve done your research and make it clear how your story will help the journalist’s coverage goals.  

Journalists get hundreds of emails a day which makes it difficult to cut through the noise. But if you’ve referenced something they’ve written or explain why your piece is relevant to their publication, your chances of being seen will go up.  

Last year, we secured brilliant coverage in the Liverpool Echo for our client Miller Homes, with a story on Blackie the War Horse. Before pitching, I searched the Echo’s site to find journalists who were clearly already keen on the topic of British History. One had even covered the story of Blackie a couple of years before. It then made perfect sense to pitch the new developments to him and it paid off. 

If you’re not sure where to start, tools like Response Source are great. On there, you can even search for the right journalist by keywords. For example, your client may work in an area as niche as selling ‘fixers and fasteners’ (screws and nuts) and the database will be able to find you a list of relevant publications and contacts.  

 

Be Punchy, Be Original. 

The goal: Be clear, be concise and hook them in. 

Don’t make journalists dig for the point. Start with the angle. What’s the story? Why now? Who does it involve? 

  • Include what, where, when early. 
  • If it’s time sensitive, use a hook. 
  • If it’s emotional, include an image. 
  • If it’s complex, use bullet points. 

If you’re new to pitching, this article has some great templates: How to Write a Media Pitch – 5 Examples.  

 

Timing Is Everything 

The goal: Pitch when they’re listening. 

Avoid sending pitches late in the afternoon or on Fridays when people are mentally checked out or closing their inboxes. Instead, aim for Tuesday, Wednesday or Thursday around mid-morning. If your story is time-sensitive, then you will want to be the first email a journalist will see. So, go get there right before their 9 am start and schedule your email for 8:30 in the morning.  

Something you do not want to learn the hard way is to always check the news cycle. If they are likely covering something else (e.g. elections, war-breakouts) then the article that you’ve researched and crafted so well may just have to wait.  

 

Follow Up Politely 

The goal: Gently follow up without nagging.  

If your pitch isn’t urgent or breaking, wait at least a week before checking in again. When following up, I would really recommend offering something new: a new image, more facts, or a small development in the story. If you are able to do so, then this is a great opportunity for a new hook. 

Journalist inboxes fill up fast so always make sure to keep it polite, thank them for their time and never be pushy. If a story’s declined, respect it and move on. 

 

Don’t Be Shy, Pick Up The Phone 

The goal: Use calls to build relationships.  

In most cases, you don’t need to call about a pitch (as a Gen Z it can feel a bit odd picking up the phone too). But, if your client is keen to work with a particular outlet for the long term, a quick call can help you build rapport with the publication. 

If you do call: 

  • Know exactly what you want to say, but don’t read off a script. 
  • Ask if it’s a good time for a 30-second chat. 
  • Be ready to explain the story in one sentence. 
  • Have the article or press release prepared to send. 

You might get responses like “I’m busy”, “There’s never a good time” so don’t take it personally. Just be prepared and keep it brief. 

 

 

You don’t need a flashy subject line or gimmicks when pitching. The key is all about being relevant, respectful and razor-sharp.  

Journalists are busy and I think sometimes it can feel very much like ‘PRs vs Journalists’. But our job as PR professionals is to make their lives easier. If you research journalists properly, write clearly and consider their time, you can do just that.  

That’s the secret to pitching like a PR pro.  

At Source, we know what it takes to get your story seen. From crafting standout pitches to building relationships with the right media contacts, we help businesses cut through the noise and gain meaningful coverage. 

Whether you’re launching a new product, announcing a milestone, or simply want to raise your profile, we’re here to help you take the next step. 

Want to find out how we can support your business? Drop us a line here.