01 Establish what actually changed
A media pitch needs a supported development: a release, a documented result or another specific change. Write down what happened, when it happened and the evidence available.
If the development is still a plan, describe it that way. Do not turn projected outcomes into results.
02 Read the reporter’s recent work
Find a relevant article and identify the connection between its subject and your development. Match the pitch to the reporter’s coverage and stated contact preferences.
Mentioning their name while sending unrelated material does not make a pitch relevant. A small, carefully researched shortlist is a useful starting point.
03 Prepare evidence before offering it
Check that the linked demonstration or document works and can be shared. Confirm interview availability before naming someone as available.
Explain limitations that change how the evidence should be interpreted. A company claim, a customer statement and an independently verified result should remain distinguishable.
04 Ask whether the evidence would help
Keep the invitation specific and easy to answer. Use a descriptive subject line and a short explanation of the connection.
Do not promise exclusivity to several reporters at once. If there is no reply, follow the reporter’s preferences and avoid repeated messages that add no information.
Record what you sent so later communication remains accurate.