How to Make the Perfect Pitch and Land Coverage for Your Client

In the public relations industry, the pitch is key in receiving coverage for a client. Relationships with reporters and editors play a paramount role in securing media attention but more importantly, one must understand the reporter’s audience.

The most successful pitches are those that are tailored to the reporter and provide useful and interesting information — a good story. Stay away from generic information and always have a hook. Remember that you are talking to a person and the communication should be treated as such.

In addition to being authentic in a pitch, also keep it short and to the point.

Do Your Research

Before crafting an email to a reporter or editor, you must have an understanding of the audience you are trying to reach. By learning the interests and background information of your audience, you can determine which media outlet will be most effective in reaching that group. 

With countless magazines, websites, newspapers, blogs, podcasts and shows in the market, plus more popping up all the time, you have plenty of outlets to choose from, some of which might be specifically targeting your desired audience. 

After selecting the outlet you want to pitch, the next step is deciding which reporter or editor within that organization you need to reach out to. Most reporters cover a specific area or beat. Familiarize yourself with the previous work of different journalists to determine who would be most interested in covering that story. 

For example, if your client is a hospital, a sports editor or education reporter probably won’t be of much help. Instead, search for past articles or stories in the healthcare field. Chances are you’ll find a writer or newsperson who would be interested in delivering your message. 

Writing the Pitch

Now that you have determined the journalist who would be most interested in telling your client’s story, you are ready to craft the pitch. However, this step takes more than just sitting down and writing the first thing that pops into your head. You should be creative but still maintain professionalism. Get to the point quickly, but be clear with what you are trying to accomplish. 

When using email to pitch to the media, the subject line is crucial. This is your first impression and often will be the reason why the reporter elects to read your message or not. Avoid using generic subject lines such as “story idea” as these will almost assuredly be immediately sent to the trash . Try to put yourself in the reporter’s shoes, and craft your subject line similar to the way they might write the headline for the story. 

After writing an attention-grabbing subject line, address the journalist by name and state your intent. Much like the subject line, try to begin your message with a hook, but avoid overdoing it. Remember, you are writing as a public relations professional not a salesperson. 

Open with the lede of the story you are pitching and continue by providing additional details about why the reporter should consider covering it. Explain how the story would be appealing to that outlet’s readers, listeners or followers. With specific details needed to craft an effective pitch, it’s important to note that these should be unique for each recipient. Avoid using a template or reusing pitches for different stories as most media members can sense the lack of authenticity. 

As you conclude your pitch, include a date if the story is time sensitive and offer to provide additional information or help if needed. Also, be sure to thank the reporter for their time. Even if they elect not to pursue the story, they will certainly appreciate your sincerity and professionalism. 

Wait and Follow Up

When pitching to the media, do not expect an immediate response. Journalists are very busy and they receive a lot of emails, so it’s entirely possible that yours got lost in the shuffle or was simply overlooked. However, as time goes by, it’s perfectly acceptable to send a nudge to the reporter. 

Depending on when you are hoping for the story to run, do not hesitate to send a follow-up message after a few days or weeks. If you get no response on your follow-up, do not get discouraged. It’s highly unlikely that you will get a story from every pitch you send. Simply move on to another media member or outlet that might be interested in covering the topic. 

As is the case with any form of writing, you’ll get better at crafting pitches the more you do it, and not every pitch will be your best work. It’s important to have a short-term memory: Don’t dwell on your hits or your misses. Whether you successfully secured coverage from your message or got no response, stay confident, follow the same guidelines and you’ll be a media pitching pro in no time. 


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email