PR has evolved drastically over the years, but one element has remained consistent: pitching the media.
Whether sharing company news or offering timely industry commentary, pitching remains a core PR tactic for driving consistent brand awareness.
However, the types of pitches that catch reporters’ attention have changed over time. Knowing how to make a pitch stand out in 2026 and beyond is more important than ever.
Here are five ways your pitch can cut through the noise and attract a reporter’s attention:
KEEP IT SHORT AND SWEET
Pitches must be short and sweet, much like Sabrina Carpenter (😉). Propel found that reporters respond to only 3.15% of all pitches they receive, meaning your pitch needs to compel them quickly.
A strong pitch is skimmable, clear on what you’re offering and reinforces why your spokesperson is worth trusting.
Ideally, pitches should be around 150 words, with a subject line of under eight words.
RELEVANCE TO THE REPORTER
If your pitch isn’t relevant to the reporter, don’t waste your time (or theirs). According to Muck Rack’s 2025 State of Journalism report, 86% of reporters disregard pitches that aren’t relevant to them.
Before hitting “send,” ask yourself:
- Is my pitch relevant to the reporter’s beat?
- Is there a level of personalization to my pitch that will attract a reporter’s attention?
- Does their publication cover my client’s industry news – and will their audience care about what I’m offering?
- Is my spokesperson ready for interviews and quick-turnaround commentary requests?
TIMELINESS IS KEY
Relevance alone isn’t enough; timeliness matters. Your pitch must answer a reporter’s biggest question: Why does this matter now?
Pitches that tie back to current events or timely industry news are more likely to receive a response, according to Cision’s 2025 State of the Media report.
When a pitch connects directly to current news, especially with expert commentary on how it impacts the industry, it instantly builds credibility and gives reporters a reason to care about your spokesperson’s insights.
DATA, DATA, DATA
Forty-two percent of reporters say that pitches need to include original data or research to attract attention.
Data bolsters the credibility of your client and puts your money where your mouth is when making a claim.
Including data within your pitches is also key for reporters to keep in their back pocket for future articles. They may not bite at your original pitch, but you never know – you may see your data featured in an article six months later.
TELL A STORY
With half of reporters receiving over 50 pitches per week, competition to get their attention is high – this makes our jobs as PR professionals exciting.
It’s our job to tell our clients’ stories and demonstrate their expertise engagingly and narratively.
Pitches should never read bland or boring; you need to paint a picture and enthrall the reporter with the story. This will allow them to better connect with what you’re offering and understand how your spokesperson can be an asset to them.
The biggest takeaway? Pitching remains necessary, but the ways to attract reporters' attention have evolved to meet today’s needs.
If you’re not actively keeping tabs on what matters to reporters and adjusting your pitches accordingly, your client will fall off their radar.
Comments