Pitching journalists isn’t rocket science—but let’s be honest, it’s also not as simple as copying and pasting a generic template. Journalists receive hundreds of emails every day, and they make lightning-fast decisions about what’s worth their time. If you want your pitch to stand out, you have to understand what journalists really want.

Here’s what I’ve learned from Cision’s latest 2025 State of the Media Report—which surveyed over 3,000 journalists—and my own experience pitching stories successfully. It all boils down to this: make your pitch as easy as possible for them to say “yes,” and always respect their process.

Make It Relevant and Personal

You’d be surprised how often journalists receive pitches that have zero to do with their area of coverage. Location matters—a lot. If a reporter writes for a Wisconsin newspaper, they probably don’t need to hear from a so-called industry expert in California. Tailor your pitches so they fit the outlet and the reporter’s beat. Personalized pitches stand out and show you did your homework.

Bring a National or International News Story to a Local Level

Find a way to make a national or international story feel relevant for a local or regional news outlet by highlighting its direct impact on local or regional communities. In your pitch, be sure to include local data, expert voices, or personal stories that will show readers why it matters close to home.

Don’t Treat Every Journalist the Same

Nine out of ten journalists say they reject pitches that just aren’t relevant. Another common complaint? Too much generic messaging. Do your research and make sure your pitch is thoughtfully crafted for that specific journalist and their audience. Take the time to familiarize yourself with their beat or subject matter.

Include Multimedia

Multimedia assets—images, videos, infographics, audio clips—can make or break a pitch. Nine in ten journalists say they use PR-provided multimedia in their stories, and one in three say this is one of the most helpful things a PR pro can do. Pro tip: Instead of attaching huge files, use a link to a press kit or landing page so they can easily access what they need.

 Keep It Short and Sweet

Your pitch doesn’t have to be long to be thorough. In fact, most journalists prefer pitches that come in under 300 words. Get straight to the who, what, when, where, and why. Save your word count for what matters most.

Don’t Overpromise or Under-Deliver

Nothing will sour a relationship faster than promising something you can’t deliver. Being transparent, truthful, and responsive is non-negotiable. Nearly 40% of journalists will never work with a PR pro who dodges questions or switches up the story last minute. Do what you say you will do—or don’t offer it at all.

Back Up Your Data

Journalists appreciate data-driven stories, but credibility is key. Don’t cite stats unless you can back them up, and never send information that isn’t sourced. Journalists will block you faster than you can hit send if they catch you playing loose with facts.

Don’t Make it Pitchy or Salesy

There’s a fine line between pitching and selling—and journalists can spot the difference. Keep your pitch straightforward, professional, and valuable. Save the promotional talk for your marketing campaigns.

Offer Exclusives When You Can

Want to make your pitch irresistible? Offer an exclusive. More than half of journalists say they appreciate this kind of VIP access, especially if it’s relevant and unique.

Don’t Get Discouraged

Pitches get passed up for all kinds of reasons that have nothing to do with you. Timing, resources, editorial calendars—it all matters. Even if your pitch doesn’t result in coverage this time, you might build a valuable relationship with a journalist who keeps you in mind for the next story.

Follow Up

Most journalists say one polite follow-up is OK. More than that? Risky. Almost half say they’ll block PR reps who follow up too often, so use good judgment and respect their space and time.

The bottom line? Good pitches are concise, relevant, honest, and tailored to the recipient. Treat journalists like partners, not gatekeepers, and you’ll increase your odds of earning the coverage you want.

If you’d like help crafting and delivering media pitches that connect, Debbie Goetz Media Connections is here to help. With over 15 years of experience successfully pitching news outlets, journalists, and editors on behalf of our clients, we know what it takes to get your story noticed. Reach out today—we’d love to put our expertise to work for you.