Media Pitch Email Templates Reporters Actually Answer
A copy-and-paste toolkit
Ten media pitch email templates built from the pitches that got Notably PR real replies from reporters -- plus subject line formulas and the follow-up we send when nobody answers.
Most media pitch email templates online open the same way. “Hi [Name], I’d love to introduce you to [Company].” Reporters delete that email all day.
These templates come from the other pile. We built them from the pitches that got an interested reply at Notably PR, meaning an interview request, a “send it under embargo” or a “we’ll cover this.” Each template gives you the shape. You bring the story.
Want to see finished versions first? Our 20 media pitch examples are the exact emails that landed coverage in The New York Times, WIRED, Fortune and TechCrunch.
The parts of a media pitch email
Nearly every pitch that gets a reply has the same six parts, in this order.
| Part | What it does | Length |
|---|---|---|
| Subject line | Reads like a headline the reporter could run | A short tag plus about 10 words |
| Opener | Gets straight to the news | One or two sentences |
| Thesis | States the story in one bold sentence | One sentence |
| Context | Shows why it matters now, with a specific number and a link to the source | Two short paragraphs |
| Offer | Says what your expert will actually tell the reporter | Two to four bullets |
| Ask | Asks one easy, time-bound question | One sentence |
The whole email usually runs 150 to 320 words above the signature. That’s short enough to read on a phone between meetings.
Media pitch subject line formulas
Our subject lines pair a short tag in brackets with a headline. The tag tells the reporter what kind of email it is before they open it. The headline should sound like something their outlet would publish.
| Tag | Use it for | Formula |
|---|---|---|
| [BREAKING] | News that’s hours old | [BREAKING] [Entity] [did surprising thing] + [type of expert] |
| [EXCL.] | A story one outlet gets first | [EXCL.] [Surprising fact, written like a headline] |
| [Embargo] | An announcement with a set date | [Embargo] [Company] launches [first-of-its-kind thing] as [trend] hits [market] |
| [DATA] | A new survey or report | [DATA] [X% of an audience] now [surprising behavior] |
| A credential | Commentary on scheduled news | [$XB fund CIO]: [The take in five or six words] |
| [Show] Guest | Podcast booking | [Show] Guest: [Credential] [Name] on [episode idea] |
Leave your client’s name out of the subject unless the name is the news. “Exciting news from [Company]” tells a reporter nothing about why their readers should care.
10 media pitch email templates
Swap every bracket for something specific. A template filled with vague words reads like a template.
1. Breaking news plus expert analysis
Use it when something happened in the last day and your expert can explain what it means.
The link matters most here. A reporter on deadline can write from your expert’s analysis even if they never get on the phone. Send it within hours, because a scoop goes stale in a day or two.
2. Reactive commentary on scheduled news
Use it when a jobs report, an inflation number, an earnings call or a court ruling lands on a date you can see coming.
This one opens on the quote, not a greeting line, because a reporter filing that afternoon needs usable words more than an introduction. Write the commentary the night before and update it the minute the number comes out.
3. The exclusive offer
Use it when one outlet matters more than the rest and your news has a twist.
Offer an exclusive to one outlet at a time. Give the reporter a clear deadline to say yes, and only then move to the next name on your list.
4. The embargoed announcement
Use it when you have a launch, a funding round or a partnership going public on a set date.
The ask is small on purpose. Saying yes to reading a release under embargo costs the reporter nothing, and the interview request comes after.
5. The data or report pitch
Use it when you have a survey, platform data or a report with a number nobody has seen.
Put the sample size and the method near the top. Reporters have to vet a number before they can use it, and making that easy is part of the pitch.
6. The contributed article query
Use it when you want your expert’s byline in a trade outlet or a section that runs outside writers.
The “where it falls short” part keeps the article from reading like an ad, and editors pass on pieces that only say nice things about the author’s product. Top op-ed desks want more, usually the argument in one sentence, an outline and the full draft.
7. The podcast guest pitch
Use it when your spokesperson has a story that fits a show’s theme.
Hosts book stories, and a résumé alone doesn’t give them one. The anecdote shows the host what the episode will sound like.
8. The product sample pitch
Use it when a reviewer or gift guide editor should get hands on the product before launch.
Ask for their size or shipping address in the first email. A reply with an address is already a yes.
9. The re-pitch to a reporter you know
Use it when a reporter covered your spokesperson before and you have something new.
A reporter who already trusts your source needs one line, not a full introduction. Keep the full pitch underneath for when they want the details.
10. The relationship note, with nothing to pitch
Use it when a reporter you want to know starts a new job or beat.
This note asks for nothing, and that’s why it works. A reporter who knows your name is far more likely to open your next pitch.
The media pitch follow-up template
We follow up twice, in the same email thread, and then stop.
The second touch has to add something. If you have nothing new, try a different reporter at the same outlet instead, or wait until the story changes and pitch it fresh.
What gets a pitch email deleted
- Opening with “I hope this finds you well” or “I wanted to reach out to introduce.”
- Leading with your company instead of the story.
- Pasting the company boilerplate into the body.
- Attaching files. Link to them instead.
- Ending with three questions. Ask one.
- Sending the same email to 200 reporters with only the name changed.
- Following up with “Did you see my email?” and nothing new.
Not sure your story is strong enough to pitch at all? Run the Headline Ceiling test first. And MINUTES explains the seven reasons some stories grab reporters while others sink.
FAQ
What should a media pitch email include?
A headline-style subject line, the news in the first one or two sentences, one sentence that states the story, a reason it matters now, what your expert will say, and one easy question at the end. Link to supporting material instead of attaching it.
How long should a media pitch email be?
Most of the pitches that get replies at Notably run 150 to 320 words above the signature. Contributed article queries and data pitches can run a little longer, as long as they stay easy to skim.
What is a good subject line for a media pitch?
One that reads like a headline the reporter’s outlet would publish, often with a short tag in brackets like [BREAKING], [EXCL.] or [Embargo] that says what kind of email it is.
Should I send a press release or a pitch?
Send the pitch. A press release is a formal announcement written for everyone. A pitch is a personal note to one reporter about why their readers should care, and it can link to the release.
How many times should you follow up on a media pitch?
Twice, in the same thread. The first follow-up resurfaces the pitch after a few business days. The second adds something new, like a data point or a new source. After that, stop or try another reporter at the same outlet.
When is the best time to send a media pitch?
For breaking news, within hours of the news. For everything else, relevance matters far more than the hour you hit send. A pitch that fits the reporter’s beat on a Friday afternoon beats a poor fit sent Tuesday at 9am.
Where can I find real media pitch examples?
Our guide to 20 media pitch examples shows the exact emails that landed Notably clients in The New York Times, WIRED, Fortune, TechCrunch and more, with the angle behind each one.
Want a team that pitches like this every week?
Notably runs media relations and AI visibility for mid-market companies. If you’d rather hand off the pitching, let’s talk.