Pitching journalists can feel like a daunting task, whether you’re a seasoned PR pro or just starting.
You want to grab their attention, pique their interest, and convince them that your story is worth telling.
But with hundreds of emails flooding their inboxes every day, how do you make yours stand out?
The key is to craft a compelling pitch that speaks directly to the journalist and their audience.
You need to show them why your story matters, how it fits into their beat, and what unique angle you can offer.
Sample Email Pitches to Journalists
To help you get started, we’ve compiled 20 sample email pitches that showcase different approaches and styles.
1. Local Restaurant Launches Innovative Menu to Combat Food Waste
Subject: Local Bistro Turns Food Waste into Gourmet Dishes – Interview Opportunity
Hi Sarah,
I’m reaching out about a unique story opportunity that I think would be perfect for your “Sustainable Eats” column. Bistro Verde, a popular farm-to-table restaurant downtown, just launched an innovative new menu focused on reducing food waste.
Chef Liam Nguyen has created a variety of creative dishes using ingredients that are often discarded, like carrot tops, beet greens, and stale bread. He’s partnered with local farms and bakeries to source these “waste” products and turn them into delicious meals.
Some of the standout dishes include a carrot top pesto pasta, a beet green and ricotta galette, and a bread pudding made with day-old croissants. The menu has been a hit with diners and has already saved over 100 pounds of food waste in its first week.
I’d love to arrange an interview with Chef Nguyen so you can learn more about his process and inspiration for the menu. He can also provide some tips for home cooks looking to reduce their food waste. Let me know if you’re interested and we can set something up!
Best,
Emily Johnson
PR Manager, Bistro Verde
2. Nonprofit Launches Program to Teach Coding to Underserved Youth
Subject: Nonprofit Brings Coding Education to Low-Income Students, Seeks to Close Tech Gap
Hello Michael,
I have a story I think would be a great fit for your education beat, specifically around initiatives to bring more diversity to the tech industry. CodeNow, a national nonprofit focused on teaching coding to underserved youth, just launched a new program here in the city.
The program will provide free coding classes and mentorship to low-income middle and high school students, with a focus on those from underrepresented backgrounds in tech. Students will learn web development, app building, and more from experienced instructors and mentors who work at top tech companies.
CodeNow has already seen impressive results from pilot programs in other cities, with alumni going on to major in computer science in college and land high-paying tech jobs. The organization’s goal is to close the opportunity gap in the industry and build a more diverse pipeline of talent.
I can arrange an interview with CodeNow’s founder, as well as some of the students and instructors involved in the program. They can speak to the impact it’s having and share their personal stories. Please let me know if you’d like to learn more!
Thanks for your consideration,
John Smith
Media Relations Coordinator, CodeNow
3. Study Finds Surprising Benefit to Taking Short Naps During Work Day
Subject: New Research Shows Power Naps Boost Productivity, Creativity at Work
Hi Elizabeth,
As someone who covers workplace trends and wellness, I wanted to share an interesting new study that I think your readers would appreciate. Researchers at the University of Pennsylvania found that taking short naps during the workday can significantly improve employees’ productivity and creative problem-solving abilities.
The study followed 200 office workers over six months, with half of them incorporating a 20-minute “power nap” into their afternoon routine. Napping employees showed a 15% increase in productivity and generated 30% more creative ideas compared to their non-napping counterparts.
These findings could have major implications for how companies structure their work days and prioritize employee well-being. Many progressive organizations, from Google to NASA, already provide nap rooms and encourage employees to use them.
I can connect you with the lead researcher to discuss the study in more detail, as well as some HR experts who can weigh in on the potential benefits and challenges of implementing nap policies in the workplace. Hope to hear from you soon!
Cheers,
Jessica Chen
PR Specialist, University of Pennsylvania
4. Fashion Brand Launches Sustainable Collection Made from Recycled Plastics
Subject: Eco-Chic: Local Fashion Brand Debuts Collection Made Entirely from Ocean Plastic
Hello Olivia,
I’m writing to pitch a story about an exciting new sustainable fashion collection that I believe would interest your readers. Threads & Co., a local boutique known for its trendy yet ethically-made clothing, just launched a line made entirely from recycled ocean plastics.
The collection features a range of stylish dresses, tops, and accessories, all created from plastic waste collected from beaches and coastal communities around the world. Each piece is not only fashionable but also helps remove debris from our oceans and supports fair wages for the workers involved in the recycling process.
Threads & Co.’s founder, Sophia Nguyen, was inspired to create the collection after witnessing the devastating impact of plastic pollution on marine life during a beach clean-up. She spent two years developing a supply chain and production process that could turn this waste into wearable art.
I’d be happy to arrange an interview with Sophia, as well as a tour of the boutique to see the collection in person. She can speak to the challenges and triumphs of creating sustainable fashion and share her vision for a more eco-conscious industry. Let me know what you think!
Best regards,
Emily Davis
Publicist, Threads & Co.
5. New Apartment Complex Offers Affordable Housing for Artists
Subject: Innovative Apartment Complex Provides Affordable Live/Work Spaces for Local Artists
Hi Alex,
I’m reaching out about a unique new housing development that I believe would make a great story for your real estate and arts coverage. The Lofts on Main, a mixed-use apartment complex opening downtown next month, is dedicating 20% of its units to affordable housing specifically for local artists.
The artist units feature open floor plans with ample natural light, as well as shared studio and gallery spaces in the building. Rent is capped at 30% of the area’s median income, making it accessible for emerging and established artists alike.
The Lofts’ developer, Urban Revival LLC, saw an opportunity to address the city’s shortage of affordable housing while also supporting the arts community. They worked closely with local arts organizations to design the spaces and determine eligibility for the program.
I can set up a tour of the property before it officially opens, along with interviews with the development team, partners from the arts community, and some of the artists who will be among the first residents. Please let me know if you’re interested in learning more!
Thanks,
Lisa Patel
Media Relations Manager, Urban Revival LLC
6. Animal Shelter Launches Program to Pair Veterans with Shelter Dogs
Subject: Shelter Starts Innovative Program Matching Veterans with PTSD Service Dogs
Hello Jacob,
I have a heartwarming story that I think would be a great fit for your coverage of veterans’ issues and animal welfare. The City Animal Shelter just launched a new program called Pets for Vets, which pairs local veterans struggling with PTSD with trained service dogs from the shelter.
Many of the dogs in the program come from difficult backgrounds themselves, having been abandoned or surrendered by their previous owners. The shelter’s trainers work with the dogs to provide obedience training and teach specific tasks to aid with PTSD symptoms, like interrupting nightmares or creating personal space in public settings.
The program has already made a few successful matches, including Army veteran John Doe and his new companion, Max. Since being paired with Max, John says he’s experienced fewer panic attacks and feels more comfortable leaving his house. He credits Max with giving him a renewed sense of purpose.
I’d be happy to arrange interviews with John and Max, as well as the program coordinator and lead trainer. They can provide more details on how the program works and discuss the healing power of the human-animal bond for both veterans and shelter dogs. Let me know if you’d like to pursue this story.
Best,
Sarah Johnson
Director of Community Outreach, City Animal Shelter
7. Music Festival Announces All-Female Lineup to Promote Gender Equality
Subject: Melody Fest Unveils All-Star, All-Woman Lineup in Push for Gender Parity
Hey Samantha,
I’m writing with an exciting update about this summer’s Melody Fest that I think would make a great story for your music and entertainment section. The festival just announced its full lineup, which features exclusively female performers across all genres, from headliners to emerging acts.
This decision is part of a larger initiative by festival organizers to address the persistent gender gap in the music industry. Women, especially those of color, continue to be underrepresented on festival stages and face numerous challenges in their careers due to sexism and discrimination.
Melody Fest’s lineup includes superstars like Beyoncé and Lizzo alongside up-and-coming artists like Phoebe Bridgers and Princess Nokia. The festival will also feature panel discussions and workshops focused on empowering women in music, led by industry veterans and advocates.
I’d love to connect you with the festival’s creative director, as well as some of the artists, to discuss the importance of this moment and the ripple effect it could have on the industry. I can also provide a media pass for you to attend and cover the event in person. Hope to hear from you soon!
Cheers,
Emily Brown
Publicist, Melody Fest
8. Startup Develops Wearable Device to Monitor Air Quality and Pollution Exposure
Subject: Wearable Device from Local Startup Helps Users Breathe Easier, Track Air Quality
Hello David,
I’m reaching out about an innovative new product from a local startup that I think would interest your readers concerned about air quality and environmental health. AirWear has developed a sleek, affordable wearable device that tracks the user’s exposure to air pollution in real time.
The device, worn as a wristband or clipped to clothing, uses advanced sensors to measure particulate matter, ozone, and other pollutants in the immediate vicinity. It syncs with a smartphone app that provides personalized air quality updates and recommendations for limiting exposure, like taking alternate routes or staying indoors on high-pollution days.
AirWear’s founders, two recent engineering grads, were inspired to create the product after studying abroad in cities with severe air pollution. They saw an opportunity to empower individuals with data about the air they breathe, something that’s often invisible but can have major health impacts over time.
I can arrange a demo of the prototype and interviews with the founders to discuss their vision for making air quality monitoring more accessible and user-friendly. The company is also partnering with local schools and community groups to provide free devices and education on air pollution. Let me know if you’d like to learn more!
Thanks,
John Lee
PR Consultant, AirWear
9. Art Museum Opens Exhibit Highlighting Marginalized Artists and Untold Stories
Subject: New Museum Exhibition Amplifies Voices of Marginalized Artists, Challenges Canon
Hi Olivia,
I’m writing to suggest a story for your arts and culture section about a groundbreaking new exhibition at the City Art Museum. “Unseen Histories” features work by marginalized artists who have long been excluded from the mainstream art world, shedding light on underrepresented stories and perspectives.
The exhibition includes pieces by Indigenous artists, artists of color, LGBTQ+ artists, and artists with disabilities. Many of the works grapple with themes of identity, oppression, and resilience, offering a powerful counternarrative to the dominant art historical canon.
One standout piece is a large-scale installation by Ojibwe artist Karen Bird that explores the impact of colonialism and forced assimilation on Indigenous communities. Another highlight is a series of self-portraits by Black trans artist Micah Johnson that challenge traditional notions of gender and beauty.
I can set up a private tour of the exhibition with the curator and several of the featured artists. They can speak to the importance of amplifying marginalized voices in the art world and the transformative potential of storytelling through art. Please let me know if you’re interested in covering this timely and necessary exhibition.
Best,
Samantha Patel
Communications Director, City Art Museum
10. Local Bakery Creates “Bread Library” to Combat Hunger and Food Insecurity
Subject: Bakery Starts Innovative “Bread Library” Program to Feed Those in Need
Hi Emily,
I have a feel-good story from a local business that’s going above and beyond to address food insecurity in our community. Clara’s Bakery, known for its artisan loaves and pastries, just launched a unique initiative called the Bread Library to provide fresh bread to those in need.
Here’s how it works: customers can purchase extra loaves or make monetary donations that go towards a “library” of bread. Anyone in need can come to the bakery and take a loaf, no questions asked. The bakery is also partnering with local shelters and food banks to distribute the bread to their clients.
Owner Clara Ramirez was motivated to start the program after seeing the rising rates of hunger and poverty during the pandemic. As the daughter of immigrants who often struggled to put food on the table, she feels a personal connection to this issue and wants to use her business to make a difference.
I can arrange an interview with Clara at the bakery, where you can see the Bread Library in action and talk to some of the people it’s helping. She can share more about her background, the logistics of the program, and her hopes to inspire other businesses to get involved in fighting food insecurity. Let me know if you’d like to pursue this story!
Thanks,
Sarah Kim
PR Manager, Clara’s Bakery
11. City Launches Program to Plant One Million Trees and Expand Urban Green Space
Subject: One Million Trees: City Launches Ambitious Initiative to Grow Urban Forest
Hello Daniel,
I’m reaching out with a story idea about an exciting new program from the City Parks Department to combat climate change and enhance the quality of life for residents. The Million Trees Initiative aims to plant one million trees across the city over the next decade, with a focus on low-income neighborhoods that lack green space.
The program will engage community members in the planting and care of the trees, providing job training and employment opportunities in urban forestry. The city is also partnering with local schools to integrate tree planting and environmental education into their curricula.
In addition to the carbon sequestration benefits, the expanded tree canopy is expected to reduce the urban heat island effect, improve air quality, and provide mental health benefits for residents. Studies have shown that access to nature, even in small doses, can lower stress levels and increase overall well-being.
I can connect you with the program manager, as well as some of the community partners and schools involved in the rollout. They can speak to the environmental and social justice aspects of the initiative and share their hopes for a greener, healthier city. Please let me know if you’d like to learn more!
Thanks,
David Lee
Public Relations Coordinator, City Parks Department
12. Theater Company Partners with Refugee Organization to Create Original Play
Subject: Theater Troupe Collaborates with Refugees to Bring Their Stories to the Stage
Hi Maria,
I have a compelling story about the power of theater to foster empathy and understanding across cultures. The Ensemble Theater Company recently partnered with the local refugee resettlement agency to create an original play based on the real-life experiences of refugees in our community.
Over the course of several months, the theater company held storytelling workshops with a group of refugees from diverse backgrounds, including Syria, Afghanistan, and the Democratic Republic of Congo. The participants shared their journeys of fleeing violence and persecution, adjusting to life in a new country, and holding onto hope in the face of unimaginable challenges.
Those stories have now been woven into a powerful piece of documentary theater, performed by a cast of both professional actors and the refugees themselves. The play explores themes of home, identity, resilience, and the common humanity that connects us all.
I’d be happy to arrange interviews with the artistic director, the refugee organization’s program coordinator, and some of the refugee performers. They can discuss the process of creating the play, the importance of amplifying refugee voices, and the transformative impact the project has had on everyone involved. Let me know if you’d like to attend a rehearsal or performance as well!
Best,
Sarah Patel
Media Relations Manager, Ensemble Theater Company
13. School District Introduces Mindfulness and Meditation into Curriculum
Subject: Local Schools Add Mindfulness to Curriculum to Support Student Mental Health
Hello Jennifer,
I’m writing to suggest a story about an innovative new program in the school district to support student mental health and well-being. Starting this fall, all elementary and middle schools will be incorporating mindfulness and meditation practices into their daily curricula.
The program, developed in partnership with the Center for Mindful Education, includes short mindfulness exercises at the beginning of each school day, as well as longer guided meditations during physical education classes. Teachers will also be incorporating mindfulness techniques into their lessons to help students manage stress and improve focus.
The district’s decision to prioritize mindfulness comes at a critical time, as rates of anxiety, depression, and other mental health challenges among children and teens continue to rise. By teaching students simple practices to regulate their emotions and stay present, the program aims to build resilience and coping skills that will serve them throughout their lives.
I can arrange interviews with the superintendent, as well as some of the teachers and counselors who have been trained in mindfulness education. They can share more about the science behind these practices and the positive impact they’re already seeing in the classroom. I can also connect you with families who are excited about this new approach to supporting the whole child. Please let me know if you’d like to learn more!
Thanks,
Jessica Chen
Communications Director, Center for Mindful Education
14. Museum Launches Virtual Reality Experience to Transport Visitors to Ancient Civilizations
Subject: History Comes Alive: Museum Uses VR to Immerse Visitors in Ancient Worlds
Hi Tom,
I’m reaching out about an exciting new exhibit at the Museum of Natural History that I think would make a great feature for your technology and innovation section. The museum has partnered with a leading VR company to create an immersive experience that transports visitors back in time to explore ancient civilizations.
Using state-of-the-art VR headsets and haptic technology, visitors can now walk the streets of Pompeii before the eruption of Mount Vesuvius, witness the building of the pyramids in ancient Egypt, and participate in a Mayan ceremonial procession. The simulations are based on meticulous historical and archaeological research to ensure authenticity.
The exhibit is part of the museum’s larger effort to engage younger audiences and make history come alive in new ways. By harnessing the power of VR, they hope to spark curiosity, empathy, and a deeper understanding of the human experience across time and cultures.
I’d be happy to set up a private demo of the VR experience for you, along with interviews with the museum’s curator and the developers behind the technology. They can speak to the potential of VR to revolutionize education and storytelling, as well as the challenges of recreating the past in a responsible and accurate way. Let me know if you’re interested in pursuing this story!
Best regards,
David Kim
Media Relations Manager, Museum of Natural History
15. Community Garden Transforms Vacant Lot into Urban Oasis and Food Source
Subject: Neglected City Block Blossoms into Community Hub Thanks to Local Gardeners
Hello Sarah,
I have a heartening story of community resilience and urban renewal that I think your readers would appreciate. On the corner of Maple and Vine Streets downtown, a group of residents have transformed a long-abandoned lot into a thriving community garden and gathering space.
The lot, which had been an eyesore and magnet for illegal dumping, is now bursting with raised beds of vegetables, colorful murals, and inviting seating areas. The gardeners, many of whom live in the surrounding apartments without yards of their own, have created a true oasis in the heart of the city.
In addition to providing fresh produce for the gardeners and their neighbors, the space has become a hub for community events, from potlucks and poetry readings to workshops on healthy cooking and environmental sustainability. The garden has also helped to reduce crime and improve property values on the block.
I can set up interviews with the gardeners, as well as the local nonprofits and businesses that have supported the project with donations of materials and expertise. They can speak to the transformative power of green space in urban communities and the importance of grassroots organizing to effect change. Please let me know if you’d like to visit the garden and learn more!
Thanks,
Emily Davis
Community Outreach Coordinator, Maple & Vine Garden
16. Local Brewery Creates Beer from Surplus Bread to Reduce Food Waste
Subject: Craft Brewery Turns Leftover Bread into Tasty Beer, Fights Food Waste
Hi Mark,
I’m writing to pitch a story about a creative new offering from Hopworks Brewery that’s as sustainable as it is delicious. The brewery has partnered with local bakeries to create a line of beers made from surplus bread that would otherwise go to waste.
The process involves collecting unsold loaves from bakeries at the end of each day, slicing and toasting the bread, then using it to replace a portion of the grains typically used in the brewing process. The result is a unique flavor profile and a more sustainable product, as the bread replaces ingredients that would have required additional land, water, and energy to produce.
Hopworks estimates that they’ve diverted over 500 pounds of bread from landfills since launching the program six months ago. They’re now looking to expand their partnerships and inspire other breweries to adopt similar practices to reduce waste in the industry.
I can arrange a tour of the brewery and interviews with the head brewer and sustainability manager. They can walk through the brewing process, provide samples of the bread-based beers, and discuss the broader implications of this approach for addressing food waste on a larger scale. Let me know if you’d like to pursue this story!
Cheers,
Sarah Johnson
PR Manager, Hopworks Brewery
17. Animal Shelter Starts “Senior Pet Senior Companion” Program
Subject: New Shelter Program Connects Senior Citizens with Senior Pets in Need
Hello Amy,
I have a touching story about an innovative program at the City Animal Shelter that’s bringing joy and companionship to two often-overlooked populations: senior citizens and senior pets. The shelter recently launched its “Senior Pet Senior Companion” program, which waives adoption fees and provides ongoing support for older adults who adopt older animals.
Many senior pets end up in shelters due to owner illness, death, or relocation to assisted living facilities that don’t allow animals. These pets often have a harder time getting adopted due to their age and potential medical needs. Meanwhile, many seniors who would benefit greatly from the companionship of a pet may feel daunted by the costs and responsibilities of adopting.
The Senior Pet Senior Companion program addresses both of these challenges by carefully matching older pets with older adults and providing resources like subsidized veterinary care, pet supplies, and in-home assistance as needed. The goal is to ensure that both the pets and their new owners can enjoy a high quality of life together.
I can arrange interviews with some of the heartwarming pairs who’ve found each other through this program, as well as the shelter director and volunteers who make it possible. They can share the stories behind these matches and discuss the myriad benefits of human-animal bonding for physical health, mental well-being, and social connection. Please let me know if you’d like to learn more!
Best regards,
Jessica Patel
Community Engagement Coordinator, City Animal Shelter
18. Group of Retirees Forms “Repair Cafe” to Fix Broken Items and Reduce Waste
Subject: Handy Retirees Start “Repair Cafe” to Mend Clothes, Electronics, and Community Ties
Hi David,
I’m reaching out with a story idea about a group of retirees who are using their skills and free time to make a difference in the community and the environment. Every Saturday morning, they gather at the local library to offer free repairs on everything from torn clothing to broken appliances to glitchy laptops, keeping those items out of landfills and saving their neighbors money.
The “Repair Cafe” was started by retired engineer Marge Smith, who saw an opportunity to tap into the wealth of knowledge and experience among her fellow retirees. Many are former tradespeople, teachers, and techies eager to stay active and give back in their golden years. In just a few months, the group has fixed over 200 items and kept an estimated 500 pounds of waste out of landfills.
But the benefits go beyond the environmental and financial. The Repair Cafe has also become a vibrant social hub, connecting generations and creating a sense of community. Young people gain valuable skills and mentorship, while older adults fend off isolation and feel a renewed sense of purpose.
I’d love to set up a visit to the Repair Cafe where you can see the fixers in action and speak with some of the people they’ve helped. Marge can share her vision for a more sustainable and connected community, and discuss the potential for this model to be replicated in other towns. Please let me know if you’re interested in this story!
Thanks,
John Lee
Media Relations, City Library System
19. High School Students Create an App to Connect Lonely Seniors with Volunteer Companions
Subject: Tech-Savvy Teens Use App to Bridge Generational Divide, Combat Senior Isolation
Hello Lisa,
I’m writing to suggest a story about a group of high school students who are using their coding skills to address a growing crisis among seniors: loneliness and social isolation. The students have developed a mobile app called “Companion Call” that matches older adults with volunteer companions for regular phone check-ins and conversations.
The idea for the app came from student Jasmine Nguyen, who saw how isolated her grandmother became after moving into an assisted living facility. Jasmine recruited a team of classmates to build an app that would make it easy for seniors to connect with caring volunteers, many of whom are also students looking for meaningful ways to give back.
Since launching the app, the team has facilitated over 1,000 hours of companionship calls, providing a lifeline for seniors who may go days or weeks without speaking to another person. The app also includes features like medication reminders and an option to alert emergency contacts if a senior misses a scheduled call.
I can arrange interviews with Jasmine and her team, as well as some of the seniors and volunteers who have found connections through the app. They can discuss the challenges of senior isolation, the power of intergenerational relationships, and the potential for technology to solve real-world problems. Please let me know if you’d like to learn more about this inspiring project!
Best,
Sarah Kim
Community Outreach Coordinator, Bayview High School
20. City Pilot Program Pays Homeless Residents to Clean Up Litter
Subject: New City Initiative Employs Homeless to Beautify Streets, Build Job Skills
Hi Tom,
I’m reaching out about an innovative pilot program from the City Sanitation Department that’s tackling two persistent issues at once: homelessness and litter. The “Clean Streets Clean Start” program employs homeless residents to clean up trash and debris in public spaces, providing them with income, job skills, and a path to permanent housing.
Participants in the program work 20 hours per week at the city’s living wage rate, and also receive job readiness training, resume assistance, and access to housing and mental health services. The goal is to help them build stability and self-sufficiency while also beautifying the city and reducing waste management costs.
The program was inspired by similar initiatives in other cities that have seen success in both reducing homelessness and improving public spaces. If the six-month pilot proves effective, the city plans to expand it and create partnerships with local businesses to provide additional employment opportunities for participants.
I can set up interviews with the program manager, as well as some of the participants who can share their experiences and the impact the program has had on their lives. I can also connect you with the council members who championed this initiative and the nonprofits providing wraparound support services. Let me know if you’d like to learn more about this innovative approach to addressing homelessness.
Thanks,
David Patel
Communications Manager, City Sanitation Department
Wrapping Up: Crafting Effective Email Pitches to Journalists
Pitching stories to journalists via email can be challenging, but with a thoughtful, targeted approach, you can increase your chances of grabbing their attention and securing coverage for your client or cause.
The key elements of a strong email pitch include:
- A compelling subject line that highlights the newsworthiness of your story
- A personalized introduction that shows you’ve done your research on the journalist and their beat
- A concise and engaging summary of your story idea, focusing on the human interest angle or larger implications
- Specific details or statistics that demonstrate the relevance and timeliness of your pitch
- Offers of interviews, access, or additional resources that make it easy for the journalist to pursue the story
- A polite and professional tone that respects the journalist’s time and editorial judgment
By following these guidelines and adapting your approach to each journalist and outlet, you can build productive relationships with the media and secure valuable coverage for the stories that matter most.