Getting your brand featured in the media isn’t about luck—it’s about strategy. Journalists, editors, and content creators are inundated with pitches daily.

If you want to break through the noise, your pitch needs to be compelling, relevant, and tailored to their needs. Here’s how to craft the perfect pitch that captures media attention and secures coverage.

Understand What Journalists Want

Before you send your pitch, step into the journalist’s shoes. They aren’t looking to promote your brand—they’re looking for great stories. Your job is to position your brand in a way that aligns with their editorial needs.

Be newsworthy by tying your pitch to a timely event, trend or cultural moment. Offer value by providing data, expert insights, or an exclusive scoop. Ensure your pitch is relevant by tailoring it to the journalist’s specific niche (fashion, beauty, home, lifestyle, etc.).

Craft a Killer Subject Line

Your subject line is the first (and sometimes only) thing a journalist will see. Make it count. Keep it short and compelling (under 10 words if possible). Use action-driven language or highlight exclusivity (e.g., "Exclusive First Look: [Brand]’s New Sustainable Collection"). Avoid clickbait—be clear and honest about what’s inside.

Personalise Your Approach

Generic pitches don’t work. Journalists can spot a mass email from a mile away. Instead, use their name and reference their past work. Explain why your story fits their audience. Show that you’ve done your research—mention a recent article or feature they’ve written that aligns with your pitch.

Get to the Point

Journalists don’t have time for long, fluffy emails. Keep your pitch short and structured. Start with a strong hook that captures interest. Quickly explain why this story is relevant now. Clearly describe what you’re offering, whether it’s a product, expert insights, or a unique angle. End with a call to action, such as an invitation to chat, interview, or access to exclusive assets.

Make It Easy for Them

If a journalist has to dig for details, they’ll move on. Include a high-res image or a link to a media library (via Flaunter!). Provide key product details, such as price, availability, and stockists. Add quotes or data they can use immediately.

Follow Up (Without Being Annoying)

If you don’t get a response, don’t panic. Journalists are busy. A polite follow-up 3-5 days after your initial email can help keep your pitch top-of-mind. Keep it simple:

Subject: Quick Follow-Up – [Pitch Topic]

Hi [Journalist’s Name],

Just following up to see if you had a chance to check out my previous email about [your pitch]. Let me know if you need any additional details or images!

Best,[Your Name]

Learn from Every Pitch

Not every pitch will land, and that’s okay. If a journalist says no, ask for feedback. If they don’t reply, analyse what might have gone wrong—was the timing off? Was the story not strong enough? Adjust and refine for next time.

Final Takeaway: PR Is About Relationships

The best media coverage comes from long-term relationships, not one-off pitches. Engage with journalists on social media, comment on their articles and support their work. When the time comes to pitch, you’ll already be on their radar.

Want to make pitching even easier? Flaunter helps brands showcase their media-ready assets so journalists can discover, download, and feature them instantly. Get started today!

How to create the perfect media pitch