Three ways to improve your next press pitch
Written by Jen Plahm · October 9, 2026
Small changes to a pitch can change how it is read. These three suit a student's first pitch and an agency's hundredth.
1. Write the subject line as the news
A line like Westfield students will repair 200 donated bikes this Saturday gives the story, the date, and the scale before anyone opens the email. A line like Exciting news gives none of them.
Key point
Put the subject, the place, the date, and the number in the subject line.
2. Have the right assets ready
Mention that photos, a spokesperson, or data are available, and have them ready to send. Check what the outlet usually runs, such as portraits, action shots, or charts, and offer that kind. A line saying photos available on request keeps the first email light.
3. Show you read their work
One specific reference beats a paragraph of flattery. Name a recent piece and say how your idea connects to it, in a sentence. Your piece on Mill Street's bike lane closures raised the question of where people ride instead. This is one answer. A PRSSA student writer says that researching at least one recent story by each journalist and relating it to the pitch made journalists more receptive.
Put all three together
Subject: Westfield students will repair 200 donated bikes for free this Saturday
Hi Dana, your piece on the Mill Street bike lane closures asked where people ride instead. On Saturday from 10am to 2pm, Westfield's Sustainability Club will repair 200 donated bikes and give them to residents who commute without a car. Photos and two student volunteers are available on request.
The Communications Campaign workflow helps you plan the angles and assets for a whole campaign, and Writing Review checks the pitch before it goes out.
Written by a PR professional with 17 years in the industry.