For public relations pitches to get noticed by journalists, it is important to know what they value and what they seek in a story.

Here is a breakdown of key elements for creating outstanding public relations pitches, based on feedback from journalists:

  • Relevance is Important: Journalists are more inclined to respond to proposals that are directly related to their beat and audience. Make your pitch relevant to their previous work and present interests.
  • Be Concise and Clear: Journalists generally wade through a large number of pitches on a daily basis. A pitch that is succinct, straightforward, and well-structured is more likely to get recognized.
  • Exclusive or Unique Angles: A journalist's attention can be piqued by offering an exclusive story or a unique aspect that hasn't been thoroughly covered.
  • Timeliness is Important: Pitches that are timely and relate to current events or trends are more likely to succeed. This exhibits knowledge of the news cycle.
  • Emotional Connection and Human Interest: Stories with a strong human element or that elicit an emotional response can be extremely intriguing.
  • Facts-Driven Stories: Pitches that feature relevant facts, statistics, or study findings can help your tale gain credibility and substance.
  • Include High-Quality photographs, Videos, or Infographics: Including high-quality photographs, videos, or infographics will help your pitch stand out and create a more full story idea
  • Personalization is essential: Address the journalist by name and refer to their most recent pieces to demonstrate that your pitch is not a spam email.
  • Establish Credibility and Authority: Explain why you or your organization are a reputable source on the subject.
  • Follow-Up Wisely: A respectful follow-up can be useful, but excessive persistence can be harmful.
  • Minimize Jargon and Buzzwords: Use straightforward, understandable language and minimize industry jargon, which might make your pitch less appealing.
  • Supplemental Materials: Giving journalists access to extra resources, such as reports or expert interviews, might make it easier for them to construct the narrative.

Since every journalist has their own unique tastes and writing style, there is no universally applicable method. If you want your PR pitches to keep getting accepted, you need to constantly adjust your approach depending on answers and comments.