A press release is not automatically a story. Neither is an announcement, a product launch, or the fact that your CEO is available for comment.
Journalists are looking for stories that matter to an audience. A good pitch helps them see that story quickly.
The fastest way to improve a media pitch
Stop asking the journalist to find the angle for you.
Instead of “We launched a new product,” ask: What changed? Who is affected? Why now? What tension, evidence, trend, consequence, conflict, or human story makes this relevant beyond the company?
Think like the reader before you think like the brand
The strongest pitches answer several questions almost immediately:
- What is the actual story?
- Why does it matter now?
- Why is it relevant to this journalist or outlet?
- What evidence supports the claim?
- Who can the reporter interview?
- What access, data, documents, visuals, or expertise are available?
That approach reflects the same principles I use in my own reporting and in my 2026 Pitch Guide.
Announcements need transformation
“Company opens new office” is an announcement.
“Company opens a new office after moving its customer-support operation back to the U.S., reflecting a broader shift in how mid-sized brands are rethinking outsourced service” begins to sound like a story.
The difference is not exaggeration. It is context.
Do not hide the useful information
If you have original data, say so. If the spokesperson has direct experience with the issue, explain it. If there is a deadline, embargo, breaking-news connection, or unusual access opportunity, put that near the top.
Journalists should not have to exchange six emails before learning why the pitch matters.
Credibility is part of the pitch
Strong media relations depends on trust. Disclose conflicts. Do not inflate statistics. Do not call something “first” or “largest” unless you can prove it. Do not manufacture urgency.
A journalist may forget a mediocre pitch. They will remember unreliable information.
Pitch the journalist, not the inbox
Read recent work. Understand the beat. Follow submission instructions. A personalized pitch does not require an essay about how much you admire the reporter. It requires evidence that you understand what they actually cover.
The goal is not to make the pitch sound important. The goal is to make the story easy to recognize.
For pitches specifically intended for me, use alicia.gonzalez.journalist@gmail.com and review the free 2026 Pitch Guide first.