Before you get started, Do. Your. Research. Media folks can receive hundreds of other pitches DAILY. The easiest way to maximize your chance of getting a response is to show that you’ve done your homework and that there’s a specific reason your pitch is relevant to them and their audience. Even if you don’t get an immediate response, many writers keep a contact list to pull from when they start work on a new story.
It’s important to remember that you’re reaching out to an actual person. Don't be too formal. Write your pitch using the same tone you would if you were meeting them in person.
Now, onto the pitch itself, we made it a checklist so you can make sure all of the boxes are checked off before you hit send. Remember:
Keep it brief.
Keep it direct.
Keep it relevant.
Keep it timely.
Prioritize the Subject Line: An enticing subject line can mean the difference between your pitch being opened or immediately deleted. This is where you make your first impression. Keep it brief but informative and ALWAYS use keywords. It will help the journalist find your message more easily in their inbox and understand right away if the pitch is relevant to what they’re working on.
Make Your First Sentence Matter: Your first line should pack a punch and get them to keep reading. After that, explain who you are and introduce the brand/product you are pitching in more detail. Make sure to link directly to your website in this first paragraph!
Personalize Your Pitch: Whenever possible, show them that you've done your research by referencing an article they wrote. Bonus points if you include a line about why you enjoyed their piece and how it relates back to your brand and/or product you are pitching.
Think About Your Timing: Media usually work 2-3 months ahead of time for tentpole events and holidays, so take that into account. Perhaps your product fits into a trend that’s really taking off…make that the angle of your pitch and send it out before the moment passes. Trends and viral moments fizzle out as quickly as they blow up, so it’s important to strike while the iron is hot. As the pitcher, it's your job to provide the starting point for great storytelling.
Include All Available Assets: If you're pitching a product, include images, product details, and price. The list of retailers (if DTC, mention that) and affiliates are hugely important as well. Of course, we also encourage you to link to your Press Hook product page.
Don't Forget a Call to Action: Remind them that they can get everything they need for potential inclusion from your Press Hook profile. If you can, offer to send them samples and let them know they can submit that request through your page. They can also get additional information on your brand and download high-res imagery.
Talk it Out With Us: Give it a try for yourself and then book an Office Hours call to talk it over with our team so that you’re as confident as you can be before you send it. Happy Pitching!
PITCH TEMPLATE
Using the example above for guidance, fill in the details relevant to your brand in this template and get ready to introduce yourself to new media contacts. **See our example below.**
GREETING: Hi with a first name is fine!
REASON FOR EMAIL: A sentence or two about why you’re emailing. Are you introducing your brand? Are you launching a new collection? Is there an exciting partnership coming up soon?
PERSONALIZATION: Show that you’ve done your research and you know that this writer covers relevant topics.
BRAND BRIEF: Include a short paragraph about your brand, what sets you apart, and why you think you’re great. Make sure to include some of your hero products, as well as any major retailers at which you’re available and any affiliate programs in which you participate.
SAMPLE ASK & SIGN OFF: Here’s where you can offer to send a sample and then sign off.
That’s it!
PITCH EXAMPLE:
Subject Line: Quiet (and Sustainable) Luxury Bags by Mela
Hi Esha,
Fashion Month has come and gone and it’s clear that Quiet Luxury and sustainability are still very much on trend. With Earth Month and Mother’s Day rapidly approaching, consider the vegan leather bags from our eco-luxury brand Mela for your upcoming round-ups.
I read the piece you wrote on eco-friendly Mother’s Day gifts (I want all of it!) and thought I should put Mela on your radar.
The bags are made in Italy from 100% apple leather. Most vegan leather is made from polyurethane, which isn’t as eco-friendly as consumers might be led to believe. In fact, many of these brands that claim sustainability are actually part of the problem. Mela prides itself in using raw materials that are bio-based & PVC free. Research shows that most millennial and gen z shoppers look to support brands that make an effort to protect the environment. Mela is extremely passionate about their mission to reduce waste and their carbon footprint.
Please feel free to reach out with any question and check out our Press Hook profile for additional assets or to request a sample.
Thanks,
(Insert name)