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What is a media pitch?

Traditionally, a media pitch comes in the form of a quick and introductory letter, email or even phone call, directed specifically at the editor, journalist or head of content at a news outlet, magazine publisher, radio/television station, or any organisation in the business of producing content.

What is the aim of it?

To create interest in and draw an outline of the idea or narrative the pitcher is selling and, importantly, to establish whether the target of the pitch is willing and able to use it.

Media pitches tend to be quite targeted. When it comes to news outlets, pitches are often offered one at a time, under the pretence that the targeted outlet will have exclusivity on the story. They can be targeted in other ways, too – personalising the communication in a pitch can make sure it not only reaches the person of the organisation in charge of what gets produced but also can be persuasive in affecting that person’s decision or interpretation of the pitch.

The world of marketing and PR has kept up with the digital revolution, and as a result the channels and players in the media pitch process have shifted in turn. Using the discourse created online to help sell a pitch over Twitter, LinkedIn, Facebook and other social media can be the most effective option in an online age. A great pitch must ensure that its target finds the idea relevant, and some of the most concrete evidence of relevancy can come from the noise being created on social media.

How to create a good one?

Creative thinking is required to fully understand and then communicate how a pitch is best suited to a specific channel or outlet, so evidence, persuasive language and being proactive are vital in the process of pitching. Thinking outside the box and keeping your finger on the pulse will have you best equipped when it comes to selling ideas that will stand out in the overflowing email inbox of an editor.

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