Pitch Writing 101 – 5 Steps to an Un-Ignorable Pitch

Below you’ll find a few essential steps to building that bridge. You could use these for any pitch – whether you have some big news to share, are ready to tell your personal story, or have a great idea for a keynote at a conference.

Step 1: Know the Reporter (Or, Do Your Homework)

But, here’s a quick heads-up before we dive in – while great writing can work wonders, not every story is pitch-worthy. Use these tips to sharpen and deliver stories that genuinely matter, rather than trying to dress up something that’s not substantial. There’s no need for clickbait product launches – reporters can spot that a mile away, and it won’t fool anyone.

Before you send any pitch, take a moment to get to know who you’re emailing. Reporters are bombarded with pitches every day, and nothing turns them off faster than receiving something irrelevant. It’s like asking a vegan friend to go out for steaks – it’s just not going to work out, and everyone will end up feeling awkward.

Read the reporter’s recent articles to understand their beat and style. What stories do they usually cover? Are they into breaking news, feature stories, or opinion pieces? The more you know about them, the more you can tailor your pitch to what they’re likely to cover. (A little cyber stalking on X or LinkedIn never hurts either)

If you can, find a connection between your story and something they’ve recently written. Mentioning it in your pitch shows you’ve done your homework and aren’t just blasting out a generic email.

The best-case scenario for pitching happens when you build and nurture long-term relationships with reporters. You are far more likely to get a reply from someone who knows you and your clients and could actually hear you out – even before you have an actual pitch. On the flip side, the “spray and pray” tactic (sending out pitches to anyone and everyone) might result in some fantastic stories getting ignored.

Step 2: Write an Attention-Grabbing Subject Line (Using all caps doesn’t actually work)

If a reporter thinks the subject line isn’t interesting he won’t bother clicking your email and reading the pitch – and there goes all your hard work. A boring or obvious subject line like “Press Release Attached” or “CYBER NEWS” will get lost in any inbox, while a punchy, intriguing one will stand out.

Think about what would make the reporter click. Is there a surprising fact, a bold claim, or a question they would want to know the answer to? For example, instead of “New Study on Remote Work,” try something like “Remote Work Burnout is Skyrocketing – Here’s Why.”

Try and keep it simple. Around six to eight words usually works best. Highlight the most newsworthy element, and if possible, personalize it with the reporter’s interests in mind.

Step 3: Start with a Strong Hook (It’s the elevator pitch for your elevator pitch)

The first few lines of your pitch should answer the essential question: “Why should I care?” Your hook should introduce the main story, and immediately draw the reporter in. Go straight for the jugular, and skip the fluff. You will notice a lot of your favorite reporters do the same thing in their own stories, take a note from Wall Street Journal’s Steven Rosenbush or The Information’s Aaron Holmes.

You might start with a compelling statistic, a surprising fact, or a timely connection.

For example, “With cyberattacks up 300% this year, small businesses are struggling to keep up”. Hard data usually makes for a great hook – the more recent – the better. When you back yourself with numbers you not only make the pitch better – you also save the reporter some research and make their job easier.

Reporters are busy and spend too much time reading emails as is. If you keep your intro tight, relevant, and impactful, they will take the time to scroll down.

Step 4: Tell the Story (Why It Matters and Why Now)

This is where you can take the time to explain everything the reporter needs to know. Keep in mind that while you’ve been working on your story for a few weeks, the reporter might not know anything about your company, product, or ecosystem. Explain the who, what, when, where, why, and how, but do it concisely. This isn’t a press release – keep it focused on the key elements that make your story newsworthy.

Highlight what’s unique or different about your story compared to others in the market. Why should the reporter cover this now? Is it tied to a larger trend, a big event, or something happening in the world today? The goal is to make it easy for the reporter to see why your story deserves a spot in their next article.

BTW – if the story is extra technical – try taking the ‘Axios’ approach and using bullet points to break up the text and make it easy to understand.

Step 5: Close with a Clear Call to Action (and Make Sure The Reporter Has Everything They Need)

Wrap up your pitch with a clear call to action, make sure the reporter knows exactly what you’re suggesting and how to proceed ( A brief “I’d love to set up a quick chat to discuss further” goes a long way. It opens the door without being too pushy).

Remember to include your contact information and any relevant links (like images, or supporting data) that could make their job easier. Finally, sign off with a friendly note that shows you’re available for any follow-up questions. Being responsive and accessible can make all the difference.

If you don’t hear back, don’t panic (immediately). Reporters are busy people, and sometimes your pitch just gets lost in the shuffle. A friendly follow-up a few days later can bring your story back to the top of their inbox without feeling like you’re hounding them.

The Biggest Thing to Remember: This Isn’t Your Last Pitch

Pitching a news story isn’t just about getting coverage—it’s about building relationships with the people who can help tell your story in the long run. Even when you get a ‘no’ – it could be the start of a wonderful friendship, if you play your cards right.

Be genuine, do your research, and always focus on how your pitch can help the reporter do their job better. The more value you bring to the table, the more likely they’ll be to cover your story.

Remember, behind every email is a human who wants to find great stories to tell. Make yours un-ignorable.