How to write a pitch reporters will read

Wondering what it takes to get reporters to answer your email pitches? I can help.

Sending a pitch reporters will open, read, and maybe even reply to takes research, creativity, and realistic expectation setting. But with a little thought and guidance, writing a good pitch is something any startup founder is capable of doing. Here are a few easy tips to help set you up for pitching success.

Know what you are pitching

Knowing exactly what kind of pitch you are sending will help you shape the tone, focus, and eventual ask you are making of the reporter. Types of pitches could include:

• A casual introduction or ask to meet for coffee

• Introducing your unique pov on a topic and offering to be a resource for future reporting

• Sharing company news or research you would like the reporter to consider for coverage

Do your research

Before firing off a pitch to your favorite writer at The Atlantic, do some proper vetting. Read the reporter’s previous coverage, look at their social media activity, and really examine if there is a clear match between what you can talk about and what they are interested in. Pro tip: one relevant article does not mean they are a fit - you have to look for larger patterns. Try Googling keywords related to your industry or check out who is writing about your competitors.

Structure of a casual intro pitch

Subj line: Just saying hello!

Hi X,

My name is ______ and I am the _[job title]_ at _[company name]_, which is a ___[insert simple, jargon free descriptor here]__.

I wanted to introduce myself because I’ve been following your coverage and [insert your unique perspective on the space, offer a counter-narrative, share background about your relevant work that makes you an expert].

Would you be interested in getting together for a casual coffee chat?

-Your name

Best practices

• Avoid overly formal language or industry jargon. Reporters are humans and would prefer to interact with other humans, not bots. No need for formalities like: “Dear Madam, I hope this finds you well.”

• Reporters are crunched for time and get hundreds of pitches a week, so you need to keep your email pitches punchy, short, and engaging to grab their attention.

• Practice sending yourself a few different subject lines to see which one pops.

• Avoid numerous follow-ups. One follow-up is typically ok, depending on the CTA in your pitch, but many times even that is too many.

• Follow your reporter target on X and LinkedIn and check there before pitching them. Sometimes, reporters will post if they are taking time away from work, if they are particularly interested in something at the moment, or if they are working on a story that needs resources. Many will also post about how they prefer to be pitched, which is golden insight and worth listening to.

The best way to see if your prep work paid off is to hit send on your pitch and see what happens. Best of luck!