Three things to leave out of your next press pitch
Written by Jen Plahm · October 9, 2026
Most advice on pitching says what to add. A pitch can also improve when you take things out.
1. Hype language
Words like groundbreaking, revolutionary, and world-class give a reporter nothing to check. Replace each claim with a fact: a number, a date, or a named customer.
Instead of: our groundbreaking new app
Write: an app that lets patients book a GP appointment in under a minute, now live in 40 clinics
2. Heavy attachments
Put the essentials in the body of the email and offer the rest. A line such as photos and the full report are available on request is enough on a first email.
3. Chasing for coverage
Asking when a story will run, or sending a third reminder, rarely helps. Send one follow-up that adds something new, and then let it go.
Key point
Every line should either give the reporter information or make a reply easier. Cut the rest.
Writing Review flags promotional language so you can catch it before you send, and the guide to why journalists ignore pitches covers what to do instead.
Written by a PR professional with 17 years in the industry.