What is a pitch?
A pitch is a short, personal message (usually an email) offering a journalist a story idea. Unlike a press release, a pitch is tailored to one journalist: you explain why this story matters to their readers specifically, based on their beat and recent work.
Written by Timon Hendriks · Last updated on 12 July 2026
How it works in practice
A good pitch starts with the journalist, not with your news. You look at what someone recently wrote and which beat they cover, and open your first sentences from there. Then you summarize your story idea in a few lines: what is the news, why now, and why it fits this audience.
Keep a pitch short and make responding easy. Offer something concrete: an interview, exclusive data, visuals, or a site visit. If you get no response, one friendly follow-up after a few days is fine. Then stop; pushing harder damages the relationship for next time.
Example
A Manchester childcare provider notices more fathers taking a weekly care day. The communications lead pitches it as a trend story to a journalist who often covers work and family, offering a location visit and conversations with fathers. The journalist sees a relatable story and writes a feature. The provider appears as a source, including a quote from the director.
Common mistake
Sending the same pitch to dozens of journalists. Journalists spot a mass email instantly and do not feel addressed by it. One genuinely personal pitch outperforms twenty copies.
Frequently asked questions
What is the difference between a pitch and a press release?
A press release is one message for many journalists at once, written as a ready-to-publish news item. A pitch is a personal offer to a single journalist, tailored to their beat and audience.
How long should a pitch email be?
Short enough to read without scrolling: a few paragraphs. The journalist should see within seconds what the story is and why it fits their audience.