1. SIX TIPS FOR
PITCHING TO
REPORTERS
By Samantha Miller

2. As someone who used to write for a
regional magazine’s website, I know a
thing or two about press releases.

3. Admittedly, many press releases
were promptly deleted for being
long-winded or irrelevant.

4. To help PR representatives avoid a
similar fate, here’s a quick list of
pitching Dos and Don’ts.

5. 1. KEEP PITCHES SHORT AND SWEET
• Journalists are busy, so get to
the point quickly.
• If you have trouble condensing your
thoughts, try the “invitation” approach.
• Stick to the basics:
What, Where, When, Time, and Price.
• You can include a more detailed
description at the end.

6. 2. PITCH TO THE RIGHT PERSON
• Do a bit of investigative
journalism yourself.
• Sending information to the
wrong person is a sure-fire way
to get your email deleted.
• Most websites have a
masthead with department
titles and contact information.

7. 3. DON’T CLOG A JOURNALIST’S
INBOX WITH HIGH-RESOLUTION
IMAGES
• Journalists can receive hundreds of
emails a day, and to make matters
worse, server space can be limited.
• Don’t attach images unless a reporter
specifically asks you to.

8. 4. TAILOR YOUR PITCH TO THE
PUBLICATION
• If you’re pitching to a regional
publication, you better put a regional
spin on your press release.
• A Washington-based publication
probably won’t care about a book
launch in Houston.

9. 5. MAKE YOUR PITCHES TIMELY
• Give reporters ample time to write a
story.
• Two-weeks notice is ideal for a daily
publication, two to three months for a
monthly magazine.

10. 6. PAY CLOSE ATTENTION TO
SPELLING AND GRAMMAR
• One small mistake can taint a PR
firm’s legitimacy forever.
• To avoid making spelling or
grammatical errors, have a
second pair of eyes look over
any press materials.

11. This presentation was originally published
on our Voice Matters Blog.
To learn more about McKinney & Associates,
visit www.mckpr.com
McKinney & Associates was founded in 1990 with a commitment to social
justice that has prevailed for more than 20 years. From the beginning,
McKinney passionately and skillfully practiced Public Relations with a
Conscience for local, national and international organizations involved in
public policy and social advocacy. The firm has grown strategically, adding
practice areas, maturity and a strategic core to meet the needs of clients.
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