The Hard Truth: No One Cares About Your Pitch (Yet)
Reporters don’t wake up thinking about your brand. They wake up to overflowing inboxes full of email pitches, pressing deadlines, and editors breathing down their necks for stories that will drive clicks and engagement. The average journalist receives hundreds of pitches per week, and most of them land in the trash unopened. That’s the reality. But here’s the opportunity: The right pitch, at the right time, with the right hook, can cut through the noise.
The secret? Make it about them, not you. If you want reporters to care, your story has to matter beyond your company’s internal wins. It needs to connect to a bigger conversation, a compelling trend, or a human truth that people can’t ignore.
Think Like a Reporter, Not a PR Rep
A 2023 Muck Rack survey found that 60% of journalists prefer pitches under 200 words, and 75% want exclusivity—meaning they’re not interested in stories that have already been blasted out to 500 other outlets. If your pitch is a press release disguised as a personal email, it’s game over.
Instead, craft a pitch with curiosity baked in. Reporters thrive on questions that need answers. Instead of saying, "Our CEO is available to discuss our latest product launch," try something like:"Why are Gen Z consumers abandoning traditional loyalty programs? Our data team uncovered a shift that could change how brands engage younger audiences."See the difference? One is self-promotional; the other tees up a story worth writing.
Relationships Over Transactions
Pitching isn’t speed dating. It’s a long game. The best PR pros aren’t just reaching out when they need coverage; they’re building relationships year-round. That means:
Following a reporter’s work and engaging with it (without being a sycophant).
Sharing useful, non-self-promotional insights or trend data.
Connecting journalists with subject-matter experts—even when it doesn’t directly benefit your brand.
Great media relationships are built on trust. If a reporter knows you’ll deliver solid information, respect their time, and not pressure them, they’ll be more likely to listen when you do have a pitch.
The Power of a Killer Stat or Case Study
Reporters love numbers and real-world impact. If you want them to write about your company, bring receipts. A 2024 Edelman Trust Barometer report found that businesses are now more trusted than the government or media in addressing global issues. That's a major shift, and it opens the door for brands to be credible sources—if they back up their claims with data.
A vague claim in your pitch, like "We’re revolutionizing the industry," means nothing. But saying, "Our platform has reduced customer churn by 47% in six months" or "Retailers using our AI tool saw a 30% increase in conversion rates" gives journalists something solid to work with.
The Magic of Timing
The best story in the world will get ignored if the timing is off. Pay attention to:
News cycles: Does your story align with an emerging trend or current event?
Editorial calendars: Many outlets plan features months in advance. Know their rhythm.
Reporter deadlines: Sending a pitch at 4 p.m. on a Friday? Don’t. Aim for mid-morning on a Tuesday or Wednesday for the best response rates.
5 Key Takeaways
Make it about the bigger picture—Your brand isn’t the story; the impact is.
Keep it short and exclusive (when possible)—Under 200 words, with a unique angle.
Build real relationships—Be a resource, not just a requester.
Use hard data and real results—Numbers and case studies make your story credible.
Time it right—A well-timed pitch is worth ten cold emails.
Reporters aren’t looking to do your PR for you (there's a famous quote from a WSJ reporter "I'm not your PR machine!)—but they are looking for great stories. The brands that win media coverage aren’t the ones simply hounding reporters. They’re the ones with something genuinely compelling to say.
So ask yourself: Would you read this story if it wasn’t about your company? If not, go back to the drawing board. The best pitches, like the best stories, aren’t about selling. They’re about telling something worth knowing.
Email Pitch Example
Subject: Exclusive: Gen Z is Ditching Loyalty Programs—We Have the Data
Hi [Reporter Name],
Loyalty programs used to be a goldmine for brands, but new data shows that Gen Z is walking away from them at an alarming rate. Our latest study found that 68% of Gen Z shoppers don’t see value in traditional rewards. Instead, they’re engaging with brands through community-driven perks, sustainability commitments, and personalized experiences.
We'd like to offer this as exclusive. [Your Expert’s Name] is available for an interview and has advised brands like [notable brand] on rethinking customer engagement for the next generation.
Happy to share the full findings or set up a quick chat. Let me know what works best for you.
Why This Works:
• It’s short—under 200 words.
• It hooks into a bigger trend—changing consumer behavior.
• It’s backed by data—68% stat.
• It offers exclusivity—an early look at the findings.
• It’s framed as a conversation, not a press release—no jargon, just a natural ask.