Pitch Perfect: Breaking Through to Busy Editors
How to ensure your email is the one reporters actually open, read, and respond to.
In the world of PR, pitching media is equal parts art and science. We've all seen the stats — “Reporters receive an average of 200+ pitches a day…” And while the accuracy of that number is debatable, it’s likely reality for many of your go-to journalists. On top of that, it seems like every other day there's a snarky LinkedIn post from a reporter detailing exactly how they do and don’t want to be pitched.
“On the third Tuesday of the month, under a waxing crescent moon, I will read one product launch pitch — but only if the subject line is five words or less. May the odds be ever in your favor.”
Okay, I kid — but some days, it really does feel that way.
In an industry as results driven as public relations, securing media coverage for our news, executives, clients, and products is the job. It’s what we do. And as I’ve mentioned before, it's only getting harder.
So, how do you make sure your pitch is the one they actually open, read, and respond to? The secret lies in relationships, personalization, and a little bit of psychology.
And while I could sit here and share my go-to strategies — doing your homework before hitting send, crafting compelling subject lines, and offering a fresh angle or timely hook — a topic this nuanced deserves more than just my perspective. I tapped three PR Powerhouses, spanning a variety of industries, to share their best practices. Trust me, you'll want to bookmark this one.
Stacie Harris is the Vice President of Communications for Boyne Resorts, overseeing the public relations strategy across their collection of independent mountain destinations throughout North America. Based in Big Sky, Montana, she often conducts her most productive media meetings on the chairlift.
What’s your secret to crafting a pitch that cuts through the noise and gets a response?
I wish I could say I had a *secret* but it really comes down to personal relationships for me. I always make an effort to meet writers and editors for a coffee, Zoom, at media events, or for a chairlift conversation if I'm hosting them at one of our resorts.
I'm not the type to do the hard sell in the moment, but instead, make a real, personal connection with writers when we get to spend one on one time. The next time I reach out to them over email with a targeted pitch, we've got a foundation to build upon and they know I'm trustworthy, dependable, and going to help them from start to finish on a story concept.
Anything to avoid when pitching media?
I try to avoid sending all of my pitches out to my target list on the same day. I like to send the first few out and see how they do - did anyone respond, have questions, show interest, or did it flop? It helps me step back, rethink how I'm framing the pitch, and potentially try something new. It's essentially an A/B test, which is about as scientific as I get.
I also try to avoid getting too discouraged when I don't get any responses. It happens! And all it takes is one response to make a really great story happen.
How do you navigate a client or senior leader pushing you to pitch a story that you know isn't newsworthy?
I'm a big fan of education. If you've been in PR long enough to know that the story probably won't land - let them know why! Clients and senior leaders hire us so we can share industry knowledge and provide expert guidance. We can and should use our expertise to help frame a better narrative - or advise them to hold off until something truly is newsworthy.
Normalize setting realistic expectations instead of an immediate yes. PR can get a bad rap because we can't always get immediate results or control the exact message. And if they want that, they want marketing, not PR.
Hope is the Corporate Communications & PR Director for Guild, a certified B Corp that partners with leading employers, including Chipotle, Discover, Hilton, and Target, to build sustainable talent pipelines and drive business growth. With over a decade of experience helping mission-driven organizations amplify their stories, her expertise has made her a trusted partner and advisor to Grammy-nominated musicians, Fortune 500 executives, and world-class art curators.
What’s your secret to crafting a pitch that cuts through the noise and gets a response?
When crafting a pitch, I put my reporter hat on and ask myself a series of questions.
Why now? What makes this timely/relevant?
Why us? What makes our perspective vital in this narrative?
What’s new/novel?
How can we back this up? Is there compelling, original data to support this pitch?
Who will this resonate with? What do we want them to walk away feeling?
Once you’ve answered these questions and identified the right reporters, triple-check their name before hitting send. Every reporter’s inbox is bursting. Don’t let a small mistake give them the ick and kill your chances of coverage.
Anything to avoid when pitching media?
Build relationships before you need them. I can’t stress this enough. Some of my most trusted press relationships started over a casual coffee. Lead with empathy and take the time to build genuine connection. Learn about the writer, their beat, and where you/your client roster might helpful.
These conversations will ideally open a line of communication, help you better tailor your pitches to their style/their editor’s style, and give you a springboard to building trust that will likely lead to more substantive coverage down the line.
How do you navigate a client or senior leader pushing you to pitch a story that you know isn't newsworthy?
If you and your stakeholders aren’t aligned, position yourself as a strategic partner, not a roadblock. In the year of our Lord 2025 there are still leaders who think that we personally write pieces for The New York Times and can upload them like it’s our personal blog, so sometimes you truly have to start with a non-condescending refresh on PR 101.
While your gut instincts are important, avoid saying, “That won’t land.” It’s the PR equivalent of “Because I said so,” and no one—especially execs—responds well to that.
Instead, bring your stakeholder along and give them the tools to “speak reporter.” When sharing your reservations about a specific pitch, pair recent examples of concrete reporter feedback and help them understand what might be missing that could make this newsworthy.
In 2019, Allie founded Allie Haake Communications to generate buzz for brands she believes in. Since then, she and her team have worked with 1-800-Flowers, AETHER Apparel, Hearst Magazines, and Bloom Nutrition. With over 20 years of experience, Allie began her career in editorial at Hearst before pivoting to PR, where she's led communications for Esquire, ELLE DECOR, House Beautiful, the James Beard Foundation, Lululemon, and more.
What’s your secret to crafting a pitch that cuts through the noise and gets a response?
The best pitches aren’t just well-written—they’re well-placed. Thoughtful targeting, building trust, and proactive support is what gets your email opened, read, and acted upon.
One of the biggest ways to cut through the noise is by building trust. A journalist who trusts your judgment knows that when you reach out, it’s probably because you truly believe a story could be right for them. This is why strong media lists, careful monitoring of an editor's evolving beats, and sensitivity to world events and personal circumstances are key.
As for the pitch itself: put yourself in the shoes of both the journalist and the client. Media relations is like solving a puzzle. Every word should be intentional, and every detail should fit into the wider story you are aiming to tell. Clear and easy-to-read formatting, well-placed visuals, and captivating language all contribute to how the story is received.
Anything to avoid when pitching media?
PR is all about trust, and nothing erodes trust faster than overpromising or misunderstanding media etiquette. Be precise with exclusives and never imply guarantees when offering samples.
#1 Only offer an exclusive if it’s truly exclusive. That means no other journalists get to cover the news first, and the brand doesn't post about it on their social media, website, or newsletter before the embargo lifts either. The word exclusive carries serious weight in PR, and overusing it dilutes its impact when a truly exclusive opportunity comes along. In fact, I’d go as far as to say, avoid using “exclusive” in pitches at all unless it’s absolutely relevant and warranted. It’s a sacred word—treat it as such.
#2 Never offer samples with the expectation of guaranteed coverage. A sample is for consideration, not a transactional exchange for a media hit. Implying otherwise is a fast way to get ignored. Editorial decisions are fluid, and even when all signs point to coverage, things can change last minute. The goal is always for a journalist to experience a brand and feel inspired to write about it—but at the end of the day, coverage is never guaranteed.
How do you navigate a client or senior leader pushing you to pitch a story that you know isn't newsworthy?
Not everything is newsworthy—but with the right timing, details, and positioning, an important business moment can almost always support client goals, whether as a standalone news moment or woven into broader brand storytelling. The key is setting honest expectations from the start and guiding clients toward what will resonate.
Create an open and honest partnership from day one. This means setting clear expectations about what PR can achieve. While we can’t predict the future, we do know what kinds of stories resonate with media and their audiences and where we may need to dig deeper. When that foundation is in place, clients are more likely to trust your guidance on when to pitch and when to hold off.