What Journalists Actually Look for in a Pitch

While it may seem simple enough to send a pitch to a journalist, many brands underestimate what makes a pitch worth opening, reading, and ultimately covering. You aren’t only selling your story; you’re helping a journalist understand why both the story and its relevance are worth sharing with their audience.

When you’re pitching a story, it’s less about your brand and more about the audience. Journalists are looking for the “it” factor. But what is “it,” exactly?

1. A Reason to Care

Journalists aren’t sitting around waiting for stories to hit their desks. They’re looking for stories with relevance.

Give them a reason to understand why your story matters today. Is it timely? Is it culturally relevant? Does it contribute something to the community? Does it connect to a current trend, new research, recent development, or ongoing conversation?

Without that relevance, even a strong story can miss the mark if it arrives at the wrong time. Timeliness gives your pitch an edge and helps a journalist understand why it belongs in the conversation now.

2. A Clear Story, Not a Company Announcement

It can be easy for brands to treat a pitch like an announcement. But an announcement isn't automatically a story.

When a journalist understands what the story is, why it matters, and why their audience would care, your pitch becomes much stronger.

Your pitch should answer questions like:

• Why does this matter?

• What does it mean for the audience?

• What is different or noteworthy about it?

• Why is the company involved?

Your brand most likely has a marketing team. A journalist pitch isn't the place to simply market. A journalist's job is to find stories that audiences will relate to, understand, and engage with.

3. The First Few Sentences Should Shine

Similar to social content, your pitch should hook the journalist almost immediately.

Journalists are busy evaluating stories, which makes those first few sentences especially important. You want to give them enough information to understand the opportunity without making them dig for it.

Your pitch should quickly answer:

• What is happening?

• Why does it matter?

• Why now?

• Why is this person or company worth covering?

When a pitch buries the actual news underneath a lengthy introduction, it becomes harder for the journalist to see the story.

The faster a journalist can find the story in your pitch, the easier it is for them to decide whether it belongs on their radar.

4. A Specific Angle

As much as you may want to provide every detail, a pitch shouldn't be too broad. Give the journalist an actual story angle they can envision writing.

Instead of:

“Our CEO can speak about the future of AI.”

Try:

“Our CEO has identified three ways small businesses are already changing their workflows because of AI—and what most companies are getting wrong.”

The second example gives the journalist somewhere to go. You aren't making them figure out the entire story on their own.

A strong angle brings your pitch to life while giving the journalist a clear idea of what the story could become.

5. A Source Who Can Actually Add Something

Having a spokesperson attached to your pitch gives the journalist a credible source—but the right spokesperson should bring more than a job title.

Journalists want someone with:

• Expertise

• A point of view

• Relevant experience

• Data or insights

• Something new to say

A strong source can provide perspective beyond the company's own messaging. They can explain why something matters, offer an informed opinion, or provide expertise that makes the story more useful to the audience.

Your spokesperson shouldn't simply repeat your pitch. They should add to it.

6. Proof That the Story Is More Than a Claim

A compelling claim becomes much stronger when there is evidence behind it.

Journalists know their audiences want more than a company saying something is true. Supporting information gives them something they can actually investigate, reference, or build a story around.

That could include:

• Original data

• Research

• Customer insights

• Industry statistics

• Case studies

• Results

• Relevant examples

• Third-party validation

Your pitch shouldn't simply tell a journalist that something is happening. Whenever possible, give them something that helps show it.

Evidence builds credibility—and credibility makes a story easier to trust.

7. Something They Can Actually Use

A journalist shouldn't have to chase you down for every piece of information.

Your pitch should make it easy to read, skim, understand, and determine whether the story is worth pursuing.

Make it easy to cover with:

• A clear subject line

• A concise pitch

• Relevant statistics

• Expert availability

• Photos or other assets when appropriate

• Links to supporting information

• Clear contact information

The goal isn't to overwhelm the journalist with everything you have. It's to remove unnecessary friction and give them what they need to take the next step.

8. A Pitch That Fits Their Audience

Even a great story isn't right for every journalist.

Before sending a pitch, consider the journalist's beat, publication, audience, and recent coverage. A story that makes perfect sense for a business reporter may not make sense for a lifestyle editor.

Ask yourself:

Why would this specific journalist want this story?

If you can't answer that question, you may need to rethink the angle—or find a different journalist.

Good pitching isn't about sending the same story to as many people as possible. It's about finding the right story for the right audience.

9. A Human Voice

Journalists see plenty of pitches every day. This is your chance to sound professional without sounding like a press release.

Skip the long paragraphs, excessive corporate language, and promotional claims that take too long to get to the point. Instead, make the pitch sound like it came from a person who genuinely understands why the story matters.

Your pitch shouldn't feel like you're asking for a marketing feature or collaboration. It should feel like you're presenting a story worth considering.

10. Knowing When Not to Pitch

Sometimes the best PR decision is not sending the pitch.

If there is no timely angle, no real news, no useful expertise, or no clear reason for the audience to care, forcing a pitch probably won't get you very far.

Remember: You aren't trying to convince a journalist that your brand matters. You're trying to show them that your story matters enough to be shared with others.

If your brand is successful, that's great. But what does that success actually have to say? Why should someone outside of your company care? And how does that story benefit the audience?

Those are the questions worth asking before you ever hit send.

At The McRae Agency, we've spent more than 30 years building media relationships and helping brands turn their expertise, milestones, and ideas into stories worth talking about. From strategic publicity and media relations to social media and marketing communications, we help brands find the angle that makes their story matter.

Looking to make your next pitch stronger? Contact beth@mcraeagency.com for a complimentary brand consultation, and sign up for our newsletter for more PR tips, insights, and industry news.