In today’s whirlwind of content chaos, a well-crafted PR pitch is still your golden ticket to getting media attention. Unfortunately, a bad one will get you ghosted faster than your ex the day you changed your Netflix password.
A sloppy or impersonal pitch doesn’t just fall flat; it can actively damage your chances of ever getting noticed again. Journalists and creators have inboxes fuller than a Black Friday shopping cart, so one lazy cut-and-paste pitch is all it takes to land you in the “never again” folder.
Let’s fix that.
Why PR pitches matter in the digital age
In the digital age, where information is constantly being shared and consumed online, PR pitches have become more important than ever. Sure, AI can spit out a press release in 3.2 seconds, but the best stories still come from humans who know how to connect with other humans.
Journalists, podcasters, and bloggers are inundated daily with “urgent” subject lines and auto-generated fluff. The key to cutting through the noise is personalisation, timing and relevance.
Do your homework. Know what they write about, who they write for, and what makes them tick. If they’re covering sustainability, don’t send them a pitch about scented candles made from unicorn wax. (True story. Don’t do it.)
If possible, engage with them before you pitch. Reply to their posts on LinkedIn, share their stories, or drop a thoughtful comment. The aim isn’t to stalk, it’s to show genuine interest so that when your name pops up in their inbox, it rings a bell for all the right reasons.
The big PR sins: what NOT to do
1. Sending the same pitch to everyone
Journalists can smell a “Dear [Insert Name]” pitch a mile away.
Generic, mass-emailed outreach screams I don’t actually know who you are.
Tailor each pitch so it feels written for them, not to everyone.
2. Over-following up
There’s a fine line between persistence and pestering.
One polite follow-up a week later is fine. Three in 48 hours? That’s how restraining orders start.
Most importantly, be useful in your follow-up. Add new info, context, or visuals. Never “just checking in”.
3. Press release overload
A press release is great background, but not the pitch itself.
Journalists want a story angle, not a block of corporate jargon and boilerplate quotes.
Summarise the news in human-speak first, then attach or link to the release for detail.
Crafting subject lines that get opened (and not deleted)
If your subject line reads like a spam ad (“Exciting opportunity!!!”), it’s heading straight to the bin.
Make it short, specific and interesting. Think curiosity, not clickbait.
Example:
❌ “New fitness app launches this week”
✅ “This Aussie-built fitness app fixes the problem every PT complains about”
And yes, of course you can (and probably should) use AI to help brainstorm subject lines. But don’t rely on it. If it sounds robotic or too polished, keep tweaking until it sounds like something you’d actually say.
Personalisation is your PR superpower
It’s 2025, and inboxes are full of ChatGPT-crafted sameness. The easiest way to stand out? Sound human.
Take 10 minutes to read what your target journalist has written recently. Mention it.
Referencing their work is the key difference between “oh great, another snore pitch” and “okaaaay, I might read on.”
If you can connect the dots between your story and their audience (without obvious shoehorning) you’ll have their attention. Authenticity still trumps automation … Every. Single. Time.
Keep it short and shiny
If your pitch is longer than a TikTok attention span, it’s too long.
Your goal: three short paragraphs max.
- Hook them: What’s the story and why now.
- Prove relevance: Why/How it fits their beat or audience.
- Offer value: Access to a great quote, expert, image or data point.
Then, add a clear contact line and sign off and you’re done.
You’ll win far more friends in the newsroom if you demonstrate that you respect a journalist’s time.
Think of it like speed dating. You want them intrigued enough to ask for more, not looking for the nearest exit.
Following up without being “that person”
Follow up once. Politely. No guilt trips, no “just circling back for the third time”. If they’re interested, they’ll respond. If they’re not, move on gracefully.
Remember, journalists talk … and not just about the news.
Relationships matter more than any one story. Being professional and respectful keeps doors open for the next one.
The wrap-up: How to actually get a call back
In short:
- Personalise every pitch
- Keep it human (and human-length)
- Offer something genuinely valuable
- Follow up once, not five times
- Be easy to work with
Do this, and you’ll not only dodge the dreaded digital unfollow, you might even find your pitch lands you a spot in the next big headline, along with a few grateful journos who don’t roll their eyes when your name next appears in their inbox.
Because in a world drowning in AI-generated sameness, human connection is still your best PR strategy.
PS: Are you receiving FREE publicity opportunities, straight into your inbox?
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