Media Pitch Templates: 8 Story Types With Follow-Up Lines

The fastest way to write a media pitch that gets a reply is to start from a template built for your type of story, because a data pitch, a local-angle pitch and a rapid-response pitch each need different information up front. Below are eight copy-and-adapt pitch templates for the story types small businesses and startups use most, plus a matching short follow-up line for each and a checklist to run before you hit send.

Why Story Type Changes the Pitch

Most pitch advice treats every email the same. In practice, a reporter reads a data pitch looking for the number and the method. She reads an expert-comment pitch looking for credentials and availability. She reads a local-angle pitch looking for a name, a neighborhood and a reason her readers should care this week. If the information she needs is not in the first three lines, the email gets skipped.

The research backs up keeping it tight and targeted. Cision’s 2025 State of the Media report, based on more than 3,000 journalists in 19 markets, found that 86% say they will immediately reject a pitch that is not aligned with their beat or audience. Muck Rack’s State of Journalism 2025 webinar recap reports that 69% of journalists prefer pitches under 200 words, 50% say one follow-up is ideal and 51% say the follow-up should come three to seven days after the original pitch.

So these templates are short on purpose. Each one sits between roughly 100 and 180 words once you fill in the brackets.

The Skeleton Every Template Uses

Part	Purpose	Length
Subject line	Say what the story is, plainly	Under about 10 words
Personal hook	Show you know their coverage	One sentence
The news	What is new and why now	One or two sentences
Proof	A number, a name, a result or a credential	One to three short lines
Offer	What you can give: data, interview, photos, access	One sentence
Ask	One easy next step	One sentence

Put your full contact details in the signature, not in the body. Paste the key facts into the email rather than relying on an attachment; many reporters will not open files from senders they do not know.

Templates 1-2: Trend and Data Stories

1. Trend pitch

Use this when you are seeing a pattern in your industry that a reporter has not covered yet. The proof needs to be more than your opinion: customer numbers, order data or several examples.

Subject: [Trend] is showing up in [industry/place]: what we are seeing

Hi [First name],

Your piece on [related story] last month made me think you would be interested in a shift we are seeing at [Company].

Since [month], [specific change, e.g., “orders for refillable cleaning products have doubled”], and we are hearing the same from [other businesses/customers].

A few details: [stat 1]. [stat 2]. [example customer or quote].

I can share our numbers, connect you with two customers willing to talk, and put [Name, title] on the phone this week.

Would this fit a story you are working on?

Follow-up line: “Quick add to my note on [trend]: [new data point or new example]. Happy to send the full breakdown if useful.”

2. Original data pitch

Data stories travel when the finding is surprising and the method is clear. Lead with the single most interesting number and state the sample size.

Subject: New data: [headline finding in plain words]

Hi [First name],

Given your coverage of [topic], I wanted to share new data before we publish it on [date].

We [surveyed X people / analyzed X transactions] between [dates]. The headline: [finding]. Also notable: [second finding].

Method: [one sentence on who, how and when]. The full dataset and charts are ready to share.

[Name, title] can walk through what is driving the numbers.

Would an early look be helpful?

Follow-up line: “One more cut from the data that might fit your readers: [regional or demographic breakdown].”

Be honest about limits. If your survey is of your own customers, say so. Reporters trust a modest, clearly described sample far more than a big claim with no method.

Templates 3-4: Expert Comment and Local Angle

3. Expert comment pitch

This is the pitch for getting a founder or specialist quoted in stories someone else is already writing. The key is credentials plus a specific, quotable point of view, not “available for comment.”

Subject: Source on [topic]: [Name], [credential]

Hi [First name],

I saw you cover [beat], so I wanted to offer [Name] as a source for upcoming stories on [topic].

[Name] is [title] at [Company] and has [specific experience, e.g., “handled payroll for 300 restaurants through three minimum-wage increases”].

A view [he/she/they] can speak to: [one-sentence opinion that is specific, even mildly contrarian].

[Name] is available by phone or email on short notice, usually within a few hours.

Could I add [Name] to your source list?

Follow-up line: “With [related news event] this week, [Name] has a take on [angle] if it helps your coverage.”

4. Local angle pitch

Local outlets want local people, local places and local impact. Name the neighborhood, the street or the school. A national trend with a hometown face is a classic local story.

Subject: [Town] business [doing something specific]

Hi [First name],

I read your story on [recent local story] and thought this might interest your readers.

[Owner name], who has run [business] on [street] since [year], is [what is happening: hiring 15 people, reopening after a flood, partnering with a local school].

Why now: [date, deadline or event]. Impact: [number of people, jobs, dollars or families affected].

[Owner] is happy to meet at the shop, and we can arrange photos with [customers/staff/students].

Would you like to stop by this week?

Follow-up line: “Wanted to mention we have [photo opportunity/date] coming up on [day] if timing works better.”

Templates 5-6: Launch and Milestone

5. Product or service launch pitch

Launches are the hardest stories to pitch because, to a reporter, most launches are not news. Lead with the problem the product solves and who it is for, not features. Offer something exclusive: early access, a demo or the first interview.

Subject: Exclusive: [Company] launches [product] for [specific audience]

Hi [First name],

You have written about [problem] for [audience], so I wanted to offer you first look at a launch on [date].

[Product] [one-sentence description of what it does differently]. It costs [price] and is available [where].

Early results: [beta numbers, waitlist size or customer quote].

I can offer you the story under embargo until [date and time, time zone], a demo, and an interview with [founder].

Interested in the exclusive?

Follow-up line: “Holding the exclusive for you until [day]; after that we will share more widely. Let me know either way.”

If you go the embargo route, agree on terms before sharing details. For the formal announcement document that often goes out on launch day, our guide on how to write a press release covers format and structure.

6. Milestone pitch

Anniversaries, customer counts and revenue milestones only work when they reveal something bigger: how a market changed, how a small company survived, or what the milestone means for customers.

Subject: [Number] years / [number] customers: what [Company] learned

Hi [First name],

Your [column/series] on [topic] has covered businesses at turning points, so I wanted to share one.

This month [Company] hits [milestone]. The story behind it: [one-sentence arc, e.g., “started in a garage in 2016, nearly closed in 2020, now employs 40”].

What makes it useful for readers: [lesson or trend the milestone illustrates].

[Founder] can share specifics, including [numbers/documents/before-and-after photos].

Would this work for a profile or a short Q&A?

Follow-up line: “We are marking it with [event/customer giveaway] on [date], which could make a good photo if you are interested.”

Templates 7-8: Event and Rapid Response

7. Event pitch

For events, reporters and assignment editors need the who, what, when and where in a format they can drop into a calendar. Pitch one to two weeks ahead, then send a short reminder a day or two before.

Subject: [Date]: [event name] at [place] ([photo/interview opportunity])

Hi [First name],

Given your coverage of [community/industry], I wanted to flag [event] on [day, date].

What: [one sentence]. When: [time, time zone]. Where: [address, parking or access notes].

Visuals: [what a photographer or camera crew will see]. Speakers: [names and titles].

We can reserve a spot for you and set up interviews before or after.

Would you or a colleague like to attend?

Follow-up line: “Reminder that [event] is [tomorrow/Thursday] at [time]. Interviews with [names] are available from [time].”

8. Rapid-response pitch

When big news breaks in your field, reporters need informed sources within hours. Speed matters, but so does adding something. Do not just say you are available; give the reporter a usable insight in the email itself.

Subject: On [news event]: [Name] on what it means for [audience]

Hi [First name],

Following today’s [news], [Name], [title] at [Company], can explain what it means for [specific group].

[His/her/their] take in brief: “[one or two sentence quote with a specific point].”

Relevant background: [credential or experience directly tied to the news].

[Name] is available by phone until [time] today and tomorrow morning.

Follow-up line: Usually none. Rapid-response pitches expire with the news cycle. If you hear nothing, move on and pitch the next relevant story.

Which Template to Use, at a Glance

Story type	Best target	Lead with	Typical timing
Trend	Business and lifestyle reporters, trade press	The pattern plus proof	Any time; tie to a season if possible
Data	Business, consumer and industry reporters	The single most surprising number	A week or more before publication
Expert comment	Reporters on your beat, producers	Credentials and a point of view	Ongoing; spike around related news
Local angle	Local papers, TV, radio, city sites	A local person and place	One to two weeks ahead
Launch	Trade press, niche newsletters, product reviewers	The problem solved and an exclusive	One to three weeks before launch
Milestone	Local business press, trade press	The story arc behind the number	A week or two before the date
Event	Local news, assignment desks, calendars	Date, time, place, visuals	One to two weeks ahead, plus reminder
Rapid response	Reporters already covering the news	A quotable insight	Within hours of the news

Pre-Send Checklist and Common Mistakes

Before you send

1. Have you read at least two recent stories by this reporter, and does your pitch reference one?
2. Is the reporter’s name spelled correctly, in both the greeting and the subject?
3. Is the pitch under about 200 words?
4. Is the news stated in the first two sentences?
5. Have you included one concrete piece of proof: a number, name or result?
6. Are all facts and figures accurate and ready to back up?
7. Is there one simple ask at the end?
8. Are links working and images available on request (not attached)?
9. Is the email personal to this one reporter, not a mass send with a mail-merge first name?
10. Have you noted a date in your calendar for one follow-up, three to seven days out?

Mistakes that kill good stories

• Pitching the wrong beat. The single most common reason pitches are ignored.
• Burying the news. If the key fact is in paragraph three, it will not be read.
• Marketing language. “Revolutionary,” “best-in-class” and “industry-leading” signal an ad, not a story.
• Getting names wrong. Journalists in Muck Rack’s webinar cited wrong names and factual errors as immediate turnoffs.
• Following up too often. One well-timed follow-up that adds something new is enough.

Once you land interest, have your supporting material ready. Reporters will often ask for background, so keep a set of announcement samples and your company facts close at hand.

Frequently Asked Questions

How long should a media pitch be?

Aim for under 200 words. Muck Rack’s research found that 69% of journalists prefer pitches of that length. Some reporters care more about content than length, but a short pitch respects their time and gets read.

When should I follow up on a pitch?

Once, usually three to seven days after the original email. Make the follow-up add something new, such as a fresh data point, a photo opportunity or a timely hook, rather than just asking whether they saw it.

Should I attach files to a pitch?

Generally no. Paste the key facts into the email and offer images, data files or full documents on request or via a link. Many reporters will not open attachments from unknown senders.

Can I send the same pitch to several reporters at one outlet?

Avoid it. Pick the single best-fit reporter at each outlet. If they pass, you can then try a colleague, telling them you have already spoken with the first reporter.

What is the difference between a pitch and an announcement?

A pitch is a short, personal email offering a story idea to one journalist. A formal announcement is a public document written for wide release. A pitch can link to one, but it should stand on its own.

How do I pitch an expert if there is no news?

Use the expert comment template to introduce your expert as a future source, with credentials and a specific point of view. Then watch for news in your field and send a rapid-response pitch when it breaks.

Start With the Template That Fits This Week’s Story

Pick one story you could pitch this week, match it to a template above, and write the first draft in 15 minutes. Then spend another 15 minutes researching the one reporter most likely to care. That ratio, more time on targeting than on writing, is what separates pitches that get replies from those that get archived.