How to Write a Cold Email Pitch to Get PR in 2020 — Pressfarm

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When you first start your company, you want to grow it. You want to get results as quickly as you possibly can. However, like everything that you need to work at, it takes time. You may not have the revenue to create exposure for your business, but once you learn how to pitch, things will work out in an effective way.

Key Components to Writing the Perfect Pitch

  • The body of email is short but personalized
  • The subject line is concise, but able to attract the reporter to open the email
  • Addresses the reporter by name
  • Sent to relevant media outlets who write about your topic.
  • If you already have a relationship and ready to pitch a story, you can explain why a press release would be beneficial to their publication
  • Holds an emotional hook for reporters, so they want more information.
  • Don’t use buzzwords.

Are you having a difficult time pitching? Would you like help with your media list creation, or a PR strategy, media kit and email pitch? Pressfarm is ready to help you with all these aspects today. Sign up here!

Tips to help your startup get noticed

When you first start out, it is important to SPOT YOUR SOURCES, you need to send your emails to the right people. You want to make sure that you are finding the relevant media sources for your company. You can do that by following industry-related publications and searching on Pressfarm for the journalist contacts working in those outlets. Before you even send an email, you need to DO YOUR RESEARCH. You need to have prior knowledge and research about the audience and market you are trying to emerge in. Try and read about your prospect writers and gain all the knowledge about their work as you can.

In today’s world of journalism, it is important to have a social presence because everything is getting shared and posted through social media. You can even find journalists by following their social profiles and offering comments on their articles in addition to sending cold emails. You also need to connect with sources, personally and professionally because it is a great way to network and you even never know what positive things can come out of it.

Time to write

When it comes time to writing, it is important that you make a good impression. You need to keep your subject line short, concise and specific. Stay personal and don’t sound like a robot. Just straight into your story and don’t waste time on useless information, go by the 5 W’s (What, Why, Who, When, Where).

It needs to be short and concise because journalists are getting so many pitches and emails sent to them daily and you need to figure out how to excel in the market. Use your own words and tell your story, appeal to people’s emotion.

Another way to attract media outlets is to add visually stimulating content to your pitch, you can even create video pitches with photos and graphics to build visual interest.

Ultimately, you want to be professional and allow them to be able to contact you and finish your email with a question because it invites a reply and it raises interest.

The Pitch Itself

The important thing is that when you pitch, you need to create something worth mentioning. It takes effort to broadcast to people, so it needs to be important!

Read: 6 Story Angles to Help Startups Achieve PR Goals

You also need to realize that it is a two-way street, you need to not only think of what the media outlets are doing for you, but what you are also doing for them. Include this in your pitch because it will be what attracts them.

Try and be yourself as much as possible, people like to be spoken to not only with respect but also in a language that they understand. Write and talk how you normally would if you talked to your family and friends.

To gain Maximum Impact

It is important to pitch the right story at the right time, which means that you need to keep your emails current and appropriate for the situation.

It is also important that you keep every email personal because no media outlet wants to be seen as second fiddle, it will make them more interested if they see that you really want to work with them and not just picking the one that gives you the better access.

You also need to give them advance notice because they plan for months on what they are going to post. Finally, avoid simple mistakes when writing an email or pitch because you could lose credibility and they don’t want to spend all their time fixing mistakes that you could easily have fixed yourself.


It is important that you be patient, but you have to ride the fine line between being persistent and being annoying. Give them time to read what you have sent to them. If they haven’t sent a response, wait a few days to reach out again and they will either tell you the good or bad news.

Even if you have gotten bad news, be consistent and email whomever you can. Be committed to your company. Try and create goals that will continue to be good for your business.

You can also use other mediums to get your idea across. Do not underestimate current non-traditional ways to communicate because it can help you in the long run.

Figuring out how to write the perfect pitch is a work in progress. It is something that you keep learning. It takes some serious time and effort, but if you understand the audience you are trying to target and the things you can do to stand out from the competition, you will do a great job.

Are you having a difficult time pitching, creating a PR strategy, press release, media kit and a media list of contacts to reach out to? Pressfarm is ready to help you with all these aspects today. Sign up here!

Originally published at on April 13, 2020.

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