A media pitch has one job: help a journalist quickly decide whether your story fits their audience. A strong pitch explains what is happening, why it matters now, and what you can offer to help the journalist report it. You can usually make those points in a few short paragraphs.
Start with the reader’s reason to care
Before you write, look at what the outlet actually covers. A local business reporter may be interested in how a service expansion affects people in the area. A trade publication may care about what the expansion reveals about how businesses in that industry operate. Use the angle that matches the audience and the evidence you can provide.
For example, a business launching evening appointments could pitch the practical change for customers who work during the day. The pitch can specify when appointments begin, who can book them, and what the company can confirm about the decision. That gives the journalist a clearer starting point than a general announcement that the business is growing.
Give the journalist something to work with
Include a specific subject line, a plain-language opening, and two or three details the reporter can check. Offer a spokesperson with firsthand knowledge and make it clear how to contact them. If you have a fact sheet, approved photos, or useful public records, offer them or link to them when they directly support the story.
Keep claims proportional to the evidence. If you can confirm a launch date but have no data on demand, give the date and explain what you know about the people the service is designed to reach.
Make the next step easy
Close with one practical offer, such as an interview window or a short call to explain the announcement. If there is a deadline or an embargo, state it clearly and agree to any embargo before sharing material that depends on it.
A brief follow-up can help when you have a genuine update or can offer information the journalist would need. If the story is not a fit, redirect your effort toward outlets with a stronger reason to cover it. Editors decide whether and when to publish.
Related guide: prepare for a media interview.