Your story is important and you want the world to know about it. But how do you go about getting your story told? The answer is media pitching.

The aim of media pitching is to place your story in front of key publications and journalists in the hope of achieving coverage. Are you working on something newsworthy? Maybe you have a new product or service about to launch, an upcoming event, or an important message to share. Your pitch should be clear and concise, and tailored to the specific publication or journalist you are pitching to.

Media coverage can help build awareness for your brand, attract new business and boost credibility. When you’re featured in the news, online or in a popular publication, it can help build trust with potential customers.

Crafting the perfect pitch

Know your audience. Before you start writing your pitch, consider your target audience. Who are you trying to reach? What publications would be most interested in your story? What angle are you going to take that will engage the media? Make a list of potential targets and do your research to find the best contact person for each one. Always ensure you know who you’re pitching to (avoid generic blanket email pitches!) and that your story is a good fit for their publication or outlet.

Keep it short and sweet. As a general rule of thumb, you should keep your pitch short and to the point. No fluff! The media receives hundreds of pitches every day, so you need to ensure yours stands out. Be concise and make it easy for them to understand why your story is newsworthy.

Hook them with your subject line. Make sure your pitch starts with a strong subject line that will grab the attention of your intended audience. Journalists, editors, bloggers and influencers are busy people and don’t have time to read a long, drawn-out pitch! So, reel them in from the start.

Tell a story. A great way to engage media is to tell a compelling story that ties in with your brand messaging. Be sure to include expert quotes, key facts and statistics to back up your claims. Your story should grab the attention of the recipient and make them want to learn more.

Sell the benefits. When pitching to media, always remember to sell the benefits of your product or service. What’s in it for them? How will your story help their readers, viewers or listeners? How can the story contribute to readership of their publication, website or podcast? Journalists and editors are always looking for something new and different!

Follow up. After you send your pitch, make sure to follow up with journalists, editors or bloggers to gauge their interest. Additionally, following up gives you an opportunity to provide further information or answer any questions they may have. It’s also imperative to continue to build upon these media relationships, as this will increase your chances of success in the future. Finally, don’t give up – keep pitching until you find the right fit. With a little practice, you’ll be a pro in no time!

We are Melbourne’s leading PR experts; we know who to talk to, how to tell your story and elevate your brand. Want to know more? Reach out to us at