The ultimate PR pitching checklist: How to get journalists to actually respond
The secret to PR pitching success? A simple checklist
If your PR pitches are getting ignored, you’re not alone. Journalists receive hundreds of pitches daily, and most end up in the trash. Why? Because they aren’t personal, relevant or compelling enough to stand out.
Here’s a foolproof PR pitching checklist to make sure your emails get noticed, opened and responded to.
✅ Step 1: Nail Your Subject Line
Your pitch is dead on arrival if the subject line doesn’t hook the journalist.
🔹 Keep it short: 6-8 words max.
🔹 Use numbers: “3 Reasons This Story Will Make Headlines”
🔹 Make it personal: Mention a recent article they wrote.
🔹 Skip the clickbait: Journalists don’t fall for “Game-Changing, Must-See Exclusive!”Pro Tip: Test different subject lines by sending them to yourself—if it doesn’t grab your attention, it won’t grab theirs.
📝 Step 2: Personalize (No Mass Emails!)
Journalists can spot a generic pitch from a mile away. If you’re sending the same email to 50 people, stop now.
✅ Reference a recent article they wrote and why it connects to your pitch.
✅ Address them by name (no “Dear Journalist”).
✅ Tailor the angle—why does this story matter to their audience?Example:
"Hey [Name], I loved your piece on the rise of sustainable fashion brands. I have a story that expands on that—an exclusive interview with a startup disrupting the industry with AI-driven sustainability solutions."That’s way more effective than a generic “I thought you’d be interested in this.”
📢 Step 3: The Perfect Pitch Structure
Your email should be under 200 words. Keep it tight and follow this format:
1️⃣ Hook (1-2 sentences) → Why should they care?
2️⃣ The story (3-4 sentences) → What’s the angle? Who’s involved?
3️⃣ Call to action (1-2 sentences) → Offer an interview, share assets and suggest a next step.Example:
"I’d love to set up a quick call with [Spokesperson] next week. Let me know if you’re interested!"📩 Step 4: Follow Up—But Don’t Annoy
🔹 Wait at least 3 days before following up.
🔹 Be polite, not pushy.
🔹 Keep it short—1-2 sentences.Example Follow-Up Email:
"Hi [Name], just wanted to follow up on my email from earlier this week. Let me know if this story is a fit—I’d be happy to provide additional details."That’s it. No “Just circling back” or “Did you see my last email?”—keep it professional.