What Journalists Actually Want in a PR Pitch

We analyzed hundreds of journalist interviews, Twitter threads, and survey responses to understand what reporters actually want when they open a PR pitch. The answers are surprisingly consistent.

Lead with the News

The number one complaint from journalists: pitches that bury the news. Your first sentence should answer “what happened?” or “what’s new?” If a journalist can’t figure out the story in 5 seconds, they’re moving on. Don’t start with your company’s founding story or mission statement.

Prove You Read Their Work

A single sentence referencing a journalist’s recent article does more than a paragraph of flattery. “I saw your piece on [topic] last week” shows you’ve done your homework and aren’t mass-emailing. This is where tools like JournalistDB help — you can see what beats a journalist covers and what they’ve published recently before reaching out.

Include Real Numbers

Journalists need data to write stories. If you have concrete numbers — revenue growth, user milestones, market size, survey results — include them in the pitch. Vague claims like “rapid growth” and “industry-leading” mean nothing. Specific numbers like “grew 340% in 12 months” give journalists something to write about.

Make It Easy to Say Yes

Include everything a journalist needs to evaluate the story: the news, the data, a quote from a real person, and availability for a follow-up interview. The fewer back-and-forth emails required, the more likely you’ll get coverage. Some journalists work on same-day deadlines — if you can’t respond quickly, they’ll find a different source.

Respect Their Time

Keep pitches under 200 words
Don’t follow up more than once
Don’t call unless they’ve asked you to
Don’t add them to your newsletter
Don’t send attachments (link to a press page instead)

The Subject Line Matters Most

Journalists decide whether to open your email based entirely on the subject line. Keep it under 50 characters. Make it specific. Include the most newsworthy element. Skip the brackets like [PRESS RELEASE] — they signal mass distribution and get ignored.