How to write a pitch email, one part at a time
Written by Jen Plahm · October 9, 2026
A pitch email is short, and every part of it has a job. If you know what each part is for, writing one gets easier.
The subject line
Put the news in it, in plain words. Keep it short enough to read on a phone. Leave out the word pitch and any exclamation marks.
The opening
Start with why this reporter. One sentence that names a recent piece of theirs and connects it to your story shows you chose them on purpose.
The news
Say what is happening, to whom, when, and where, in two or three sentences. Add one number or fact the reporter can check. Leave out the company history until they ask.
What you can offer
Name the assets you have: a person to interview, photos, data, or a sample. Offer them without attaching them.
The ask
End with one specific request. Would a call on Thursday afternoon suit? is easier to answer than let me know if you're interested.
A template
Subject: [News in one line]
Hi [First name], [One sentence about their recent piece and how it connects]. [What is happening, who it affects, when and where, with one number]. [Assets you can offer]. [One specific ask]. Thanks, [Name]
Key point
Keep the whole email short. A PRSSA student writer says she kept pitch emails brief and emphasized the newsworthy elements and why they mattered to the journalist, since reporters usually only glance at an email before moving on. If you need more room, put the detail in a follow-up.
Follow up once
If you hear nothing after about a week, reply to your own email with a short note that adds something new, such as a fresh date or a new fact. Then stop.
You can see this structure at work in a first pitch, annotated, and Writing Review will score your own draft against it.
Written by a PR professional with 17 years in the industry.