Digital PR Media Pitch Template

Data-Study Pitch (Original Research)

Pitch original research or a proprietary dataset to a reporter who covers the topic, leading with the single most surprising number.

Subject: New data: [stat]% of [Audience/Group] now [Surprising Behavior]

Hi [First Name],

I saw your recent piece on [Topic/Article] and thought you might want first look at original data that complicates the standard narrative. We analyzed [Sample Size] [Data Source, e.g. job listings / app reviews / public filings] over [Time Period].

The headline finding: [stat]% of [Group] are [Behavior], up from [stat]% a year ago. Two other numbers stood out: [Finding 2] and [Finding 3]. The trend is sharpest in [Segment/Region], which may matter for your [Beat] readers.

Method in brief: [One-line methodology, e.g. scraped and deduplicated public listings, n=10,000]. I'm happy to share the full dataset, a methodology note, and three ready-to-publish charts (PNG and SVG). I can also get you an on-the-record quote from our [Title of Analyst/Researcher] within the hour.

Useful for a story? I can send the embargoed package today.

Best,

[Your Name]
[Title], [Company]
[Phone] · [Email]
[Press Page / Data URL]

Reactive / Newsjacking Pitch

Tie your expert or data to a story breaking right now so a reporter can add fresh context on deadline.

Subject: Re: [Breaking Story]: data + an expert who can talk today

Hi [First Name],

Given [Breaking News Event] this morning, you're likely fielding the question of what it means for [Affected Group/Industry]. We have timely data and an expert ready to comment before your deadline.

Quick context that hasn't been reported yet: [Specific Angle or Data Point With stat Placeholder]. That reframes the story from [Common Take] to [Sharper Take], which directly affects [Stakeholders].

Our [Title], [Spokesperson Name], has [Years] years in [Field] and can speak to [Angle 1] and [Angle 2] on the record. Here's a quote you can use right now:

"[Ready-to-Use Quote tied to the news]", [Spokesperson Name], [Title]

I can have them on a call in [Timeframe, e.g. 15 minutes], or send written answers to your questions. What's your deadline?

Thanks,

[Your Name]
[Title], [Company]
Cell (today): [Phone] · [Email]

Expert-Comment Pitch (HARO / Qwoted / #journorequest)

Answer a journalist's source request so completely that your quote can be pasted straight into the article.

Subject: Source for your [Query Topic] request: [Spokesperson Title]

Hi [First Name / Reporter],

Responding to your request on [Query Topic]. Quick credibility check: [Spokesperson Name] is [Title] at [Company], with [Years] years in [Field] and [Credential, e.g. has advised X clients].

Here are concise, on-the-record answers to your questions:

• [Their Question 1]: [Direct, quotable 2-3 sentence answer]
• [Their Question 2]: [Direct, quotable 2-3 sentence answer]
• One thing most people get wrong: [Contrarian but defensible point]

If you need a number to anchor it, we have internal data showing [stat] from [Data Source] that I can verify on request. Everything above is yours to quote and edit for length.

Happy to jump on a quick call or expand any answer before your deadline.

Best,

[Your Name]
On behalf of [Spokesperson Name], [Title], [Company]
[Phone] · [Email] · [LinkedIn]

Survey-Results Pitch

Share results of a survey you commissioned, leading with the most counterintuitive finding and the methodology a reporter will ask for.

Subject: Survey: [stat]% of [Respondent Group] say [Counterintuitive Finding]

Hi [First Name],

We just closed a survey of [Sample Size] [Respondent Group] on [Topic], and the results push back on what most coverage assumes. Sending it your way because it fits your [Beat] reporting.

Top-line numbers: [stat]% said [Finding 1], while only [stat]% [Finding 2]. The generational split was notable: [Segment Insight With stat Placeholder]. There's a clear story in the gap between what people [say] and what they actually [do].

Methodology you'll want for the writeup: fielded [Dates] via [Panel/Method], n=[Sample Size], margin of error [stat]. I can send the full results deck, a clean data table, three charts (PNG + SVG), and an on-the-record quote interpreting the findings.

Want the package? I can include it under embargo until [Date/Time + Time Zone] if that helps you schedule.

Best,

[Your Name]
[Title], [Company]
[Phone] · [Email]
[Press / Survey URL]

Exclusive Offer to a Single Outlet

Offer one outlet first or exclusive access to your story or data in exchange for committed coverage.

Subject: Exclusive for [Outlet]: [Hook With stat Placeholder]

Hi [First Name],

I'd like to offer [Outlet] an exclusive on this before we take it anywhere else. Given your coverage of [Beat/Recent Article], you're the right person to break it.

The story: [One-sentence summary of the finding or announcement]. The number that anchors it is [stat], and the angle your readers will care about is [Reader-Relevant Angle]. No one else has seen this data yet.

Here's what's exclusive to you: first access to the full dataset, a custom chart built for [Outlet], an interview with [Spokesperson Name], [Title], and a quote written for your piece. In return I'd just ask for a firm commitment to run it within [Timeframe].

If it's a fit, I'll send the embargoed package today and hold it for you. If it's not right for you, no problem, just let me know by [Date] so I can plan.

Best,

[Your Name]
[Title], [Company]
[Phone] · [Email]

Polite Follow-Up

Nudge a reporter once after no reply, adding a fresh reason to act rather than just repeating the ask.

Subject: Re: [Original Subject Line], quick follow-up

Hi [First Name],

Floating this back to the top of your inbox in case it got buried. I know [Beat] deadlines are relentless.

Short version: I have [Data / Expert / Exclusive] on [Topic] (the headline being [stat]) that I think fits your readers. One new thing since I last wrote: [Fresh Hook, e.g. a related development or an added data point], which makes the timing better now.

Everything is ready to go: full data, charts, and a quote you can use as-is. If it's not the right fit, just reply "no" and I won't follow up again. If someone else on the team covers this, I'd appreciate a pointer.

Thanks for your time,

[Your Name]
[Title], [Company]
[Phone] · [Email]

What actually makes a pitch newsworthy?

A pitch is newsworthy when it gives a reporter something their readers don't already know and would find surprising, timely, or useful. The strongest hooks are original data, a counterintuitive finding, a clear trend, or a fresh angle on a story already in the news. Ask yourself whether the story would still be interesting if your brand were removed from it; if the answer is no, keep refining the angle before you send.

How long should a media pitch be?

Keep it short enough to read in under thirty seconds on a phone, typically a subject line plus three to four tight paragraphs. Lead with the hook, give the essential context, then offer the supporting assets. Resist the urge to include the full dataset or backstory in the email itself; tease the headline points and offer the complete package on request so the pitch stays scannable.

When is the best time to send a pitch?

There is no single universal best time, so prioritize relevance over timing tricks. As a general practice, mid-morning on a Tuesday, Wednesday, or Thursday tends to land while reporters are planning rather than closing stories, and you should avoid late Fridays and major news days when inboxes are flooded. For reactive and newsjacking pitches, speed beats any ideal send window; get to the reporter while the story is still live.

What are HARO, Qwoted, and #journorequest best practices?

Respond fast, answer only the questions actually asked, and write your reply so it can be pasted directly into the article. Lead with a one-line credibility statement, then give concise, quotable answers in plain language, and skip the marketing copy. Match the reporter's deadline, include a working contact method, and never pad your response with links or promotion the journalist didn't request, since that is the quickest way to be ignored.

How should I handle embargoes?

An embargo is an agreement that a reporter will not publish before a specific date and time, which lets several outlets prepare coverage in advance. State the embargo clearly with the exact time and time zone, and confirm the reporter accepts it before you send the full materials, since an embargo is only binding if they agree to it. Use embargoes when you genuinely need coordinated timing, and keep them simple so nothing is accidentally broken.

How many times should I follow up?

Follow up once, occasionally twice, then stop. A single, polite follow-up two to four business days after the original pitch is standard and often effective, especially if you add a fresh hook rather than simply repeating yourself. Always offer an easy opt-out and ask to be pointed to the right colleague if the topic isn't theirs; repeated, identical nudges damage the relationship and your sender reputation.