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Rules for a Successful Pitch

𝗝𝗼𝘂𝗿𝗻𝗮𝗹𝗶𝘀𝘁𝘀 𝗻𝗼𝘁 𝗿𝗲𝘀𝗽𝗼𝗻𝗱𝗶𝗻𝗴 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗽𝗶𝘁𝗰𝗵𝗲𝘀?

Then this post is for you.


Our agency's PR specialist, Alina Morozova, has compiled 10 rules for successful pitching that will help boost the effectiveness of your inquiries.


Implement them and get more positive responses from Journalists ✅


PR Manager
PR Manager

⚡ Almost everyday I talk to journalists and can imagine how many pitches do they receive by email per day. The brutal truth is that most journalists receive 𝟏𝟎𝟎’𝐬 𝐨𝐟 𝐩𝐢𝐭𝐜𝐡𝐞𝐬 𝐞𝐯𝐞𝐫𝐲𝐝𝐚𝐲. If your pitch isn’t 100% perfect, it will be ignored. So what are some tips to ensure your pitch will be read? I collect some basing on my experience


🚀 Pitching to a journalist isn’t rocket science and journalists are trying to read your email as fast as possible and just not interested in any narrative. So:

  • Use or try to use the language your target journalist uses

  • Explain why they should care: 𝘁𝗵𝗶𝗻𝗸 𝗦𝗪𝗜𝗙𝗧 (So What’s In It For Them?)

  • Establish common ground based on what you now know

  • Don’t make your pitch boring. No news or not enough news to make this appealing to any editor I know.

  • Don’t use buzzwords like “disruptive”

  • Don’t write long introduction – cut to the chase.

  • Make sure it’s relevant to the journalist.

  • Make it short and sweet (lean and impactful)

  • Tailor your pitch to 𝗲𝗮𝗰𝗵 𝗷𝗼𝘂𝗿𝗻𝗮𝗹𝗶𝘀𝘁 so don’t send one email to 100s of other writers

  • Write context: why now, why that exactly journalist, why this matters today and not 6 months from now?

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