Ok… so you’ve finally written your media pitch.
You hit send.
Then… crickets.
No reply. No acknowledgement. No interview request.
If that sounds familiar, you’re not alone.
The truth is, most media pitch emails are deleted in under 10 seconds. Not because the story isn’t interesting (although that’s more likely than not if it’s actually read), but because the email doesn’t answer one simple question quickly enough:
“So what?”
Journalists receive hundreds of pitches every day/week. They’re juggling deadlines, writing stories, interviewing and verifying sources and sorting through overflowing inboxes. If your pitch doesn’t immediately demonstrate why your story matters to their audience, they’ll move on faster than you can say “press release”.
The good news?
Writing a strong media pitch isn’t a mysterious art reserved for PR gurus. There’s no secret formula. It’s simply about understanding what journalists need and giving it to them.
Here’s how to do exactly that.
The anatomy of a great media pitch email
Most successful media pitches follow a simple structure.
1. Start with a strong subject line
Your subject line determines whether your email gets opened.
Keep it short, specific and focused on the story, not your company.
Good examples:
- Melbourne café gives away 1,000 free coffees
- New research reveals Australia’s sleep crisis
- Expert available: EOFY tax tips for small business
Avoid vague subject lines like:
- Exciting news!
- Media opportunity
- Press release attached
The journalist shouldn’t have to guess what your email is about.
2. Lead with THE STORY… never your business
One of the biggest mistakes people make is spending the first paragraph talking about themselves. (Groan.)
Journalists care about ‘stories’, not you spruiking your new product or software application.
That means, instead of:
“We are a leading Australian company that specialises in…” (Snore.)
Try:
“New research has found one in three Australians now work remotely at least four days a week, and workplace experts say businesses are struggling to adapt.”
Spot the difference?
The second example immediately tells the journalist why the story matters (and why they need to read on).
3. Explain the story
Now that you’ve captured their attention, briefly answer four questions:
- WHAT is happening?
- WHY is it interesting/does it matter to their audience?
- WHY now?
- WHY are you the right person to comment?
But keep it concise. (Attention spans are very short.) Two or three short paragraphs are usually enough.
Importantly, if you’re pitching a specific journalist, explain why you think the story will suit their audience or recent coverage. (Even better, link it to a previous or relevant story they’ve recently covered.)
A little personalisation goes a long way.
4. Make your ask ‘easy’
Don’t overcomplicate the next step.
Finish off with a simple invitation, like:
- “Happy to arrange an interview. X is available on short notice.”
- “I’d be happy to send you the full research if you’re interested.”
- “Let me know if you’d like access to our additional images or data. Will send it through.”
The easier you make it for a journalist to say yes, the better.
5. Finish with a short sign-off
Include:
- your name
- job title
- business
- mobile number
- website
- Expert Profile link (if you have one)
That’s it. There’s no need for a lengthy company biography (anymore).
Five media pitch email templates (that you can use right now!)
Use these as a starting point and personalise them for your story.
1. Product launch pitch
Subject: New [product] solves [problem]
Hi [Journalist],
We’re launching a new [product] that helps [target audience] solve [problem].
What makes this different is [unique angle].
I thought it may interest you because you’ve recently covered [related topic].
Happy to provide product images, interviews or additional information if helpful.
Kind regards,
[Name]
2. Expert commentary pitch
Subject: Expert available: [topic]
Hi [Journalist],
With [current issue] continuing to make headlines, I thought you might be looking for expert commentary.
As a [profession], I can comment on:
- [Point one]
- [Point two]
- [Point three]
Happy to provide a quote or arrange an interview today if useful.
Kind regards,
[Name]
3. Data or research story
Subject: New research reveals [finding]
Hi [Journalist],
We’ve recently completed research into [topic], and one finding stood out.
[Insert strongest statistic.]
Given your recent coverage of [topic], I thought this may be useful for your audience.
I’d be happy to share the full report, charts or additional commentary.
Kind regards,
[Name]
4. Newsjacking pitch
Subject: Expert available on today’s [news event]
Hi [Journalist],
Following today’s announcement about [news event], I thought you may be looking for expert commentary.
I can provide insight into what this means for [industry or audience], including:
- [Insight one]
- [Insight two]
Available today if you’re working to deadline.
Kind regards,
[Name]
5. Responding to a SourceBottle media call out
Subject: SourceBottle response: [call out title]
Hi,
I saw your SourceBottle call out looking for expert comment on [topic].
Here are my thoughts:
“[Insert your strongest two to three sentences/direct quotes that answer the journalist’s question and express your opinion on it.]“
A little about me: I’m [name], [position] at [organisation], where I [relevant experience].
If you’d like anything further, I’d be happy to provide additional comments or arrange an interview today.
My mobile is [mobile number] and I’m available all day/[insert hours].
Kind regards,
[Name]
Four common media pitching mistakes
Even great stories can be overlooked if the pitch gets the basics wrong.
1. Starting with “I am writing to you because…”
Get to the point immediately.
Lead with the story.
2. Sending large attachments
Many journalists won’t open unsolicited attachments.
Instead, insert the full release in the body of the email with an offer to supply images on request.
3. Pitching the wrong journalist
A brilliant business story sent to a travel writer is still the wrong pitch.
Take two minutes to check what the journalist actually covers.
4. Following up too quickly… or not at all
Following up an hour later isn’t helpful.
Neither is never following up.
A polite follow-up after two to three business days is usually appropriate if the story is still timely.
Your media pitch checklist
Before hitting send, ask yourself:
☐ Is my subject line specific and under eight words?
☐ Does my opening line focus on the story (rather than my business)?
☐ Am I pitching the right journalist?
☐ Is my call to action simple and easy to respond to?
☐ Have I checked the spelling of the journalist’s name and publication?
If you can tick every box, your chances of getting noticed improve dramatically.
Want to make pitching even easier?
Cold pitching journalists will always have its place.
But there’s an easier way to connect with media opportunities.
Instead of guessing who might be interested in your story, SourceBottle connects you with journalists who are already looking for expert sources, case studies and businesses to feature.
Simply create your free Expert Profile, respond to relevant media call outs, and put yourself in front of journalists actively searching for people like you.
Ready to start? Just sign up to SourceBottle and start responding to media opportunities now. It’s free.
Because getting media coverage starts with getting your story in front of the right journalist at the right time.