Media Pitch Template
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PITCHES THAT CONVERT
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This is the perfect formula to use when requesting coverage from a
journalist or introducing a collaboration opportunity to an influencer.
Following this formula will ensure that you avoid many of the top editor
and journalist pet peeves so that you can set yourself up for success by
driving the conversation forward.
After reviewing this resource, make sure to use my Pitch Template
Google Doc!
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RAPPORT
In the first paragraph of your pitch email, the goal is to quickly establish
a relationship with the reader and build rapport by demonstrating that
you have done your research.
Begin by addressing your contact by their first name (and be sure that
you’ve spelled it correctly!).
If you are pitching this contact for the first time, immediately establish a
connection in this first paragraph by indicating that you have researched
their writing, know their beat, and understand their audience.
If it’s a contact you know, remind them how you two are connected
(e.g. if you’ve worked together previously or if so-and-so suggested
you get in touch).
Never send the exact same pitch to all of your contacts! Every pitch
should be personalized for its recipient. Say something positive (and
specific) about a recent story, commiserate about the weather, mention
a recent Instagram post, etc. Whatever it is, make a connection of some
sort with them.
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RELEVANCE
In the second section of your pitch, get specific about your idea.
Explain why this product, service, or story idea is the perfect fit for
this publication or person. This section is where you should insert any
data points, research, key messages, brand attributes (price, color,
availability), etc. — all targeted toward the journalist and/or outlet you
are pitching.
Use subheadings and bullet points to make this section easy to scan.
Make it obvious for the journalist to see exactly how the story or product
will fit into the publication, and provide access to relevant information
and high-resolution images (linked or embedded, not attached!) so
that writing about your client is simple.
This is great for relationship building — journalists remember these
things and are grateful for publicists who make their jobs easier!
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RESPONSE
This final piece is critical and it’s where so many outreach emails fail.
You need to clarify your ask and invite a response.
It’s not enough to simply present information that you think is compelling.
You must
identify at least one way in which the person reading can act on or
implement what you’ve
just told them.
It could be an interview with the company CEO, a product sample, or a
review of a recent report. Whatever it is, make sure to present a clear
call to action.
From there, simply request a response from them — be it feedback,
thoughts, recommendations, or their level of interest.
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Follow this structure of three short, value-rich
paragraphs or sections that are easy to skim and
communicate what you want the reader to feel, know,
and do in response to what you’ve written.
This proven formula will consistently land media
coverage for your clients and make you the go-to PR
pro in your niche!
For more tips on how to become a Pitching
Powerhouse, check out The Pitch Lab!
BECOME A PITCHING
POWERHOUSE
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Jennifer Berson
FOUNDER OF JENERATION PR
FEATUR ED ON:
Jen Berson is a former civil litigator turned strategic communications advisor who
champions the PR agency model for ambitious women seeking a satisfying, highpowered career that doesn’t require the sacrifice of personal &
family time to make a powerful impact.
As President & Founder of Jeneration PR, an award-winning public relations and creative
studio, her efforts fuel the organic growth and brand recognition of household names
across the beauty, baby & lifestyle sectors, and their up-and-coming competition.
Known for whip-smart multi-channel strategy, impactful, top-tier press placements,
and compelling creative and visual direction, Jeneration PR operates
at the forefront of modern PR.
Jen’s mentorship and direction as Founder of the Jeneration Academy community and
educational hub earned her the Inc. Magazine “Best in Business” Award as well as the
PR Daily award for Women in Communications and has led thousands of international
boutique digital agency owners to quickly scale their businesses to six figures and
beyond.Participants rely on Jen’s Path to Profitability Framework, taught inside The
Agency Accelerator program, as well as her media savvy delivered in The Pitch Lab
membership, to keep clients in the spotlight and maintain a healthy bottom line.
R EGI ST E R F OR TH E F RE E
MASTE RC L ASS N OW!
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