Perfecting your pitch email - the do's and the dont's

We know when it comes to PR, contacting the press can be very daunting; what do I say? how do I approach the subject? when shall I email? how many times can I send the same editor an email? There’s many questions which comes along with emailing the press, and some of which we can hopefully answer in this ‘Do’s and the Don’ts of emailing the press, giving you the confidence to go forward and start pitching to the press!

The don’ts

Tell them your life story

As a key starting point to perfecting your pitch email, always remember, keep it short, sweet and simple. They don’t need your life story or waffle - when you receive an email that’s three paragraphs long, what’s the first thing you do (or think of doing) ? deleting the email, so avoid sending large amounts of text as it can be an immediate write off of your pitch!

Email at evenings or weekends

Surprisingly, Editors don’t sit on their emails at 9pm or Saturday lunchtime checking their emails, so stick to emailing on working days, during working hours (we advice to avoid Mondays or Friday when possible) otherwise you’re limiting your chances and wasting time which could be put to good use. Try to think when is the most likely time you reply to your emails?

Attach high res images / dropbox or WeTransfer links

When sending your emails, don’t attach any high res/ high storage files, three reasons for this is because; it clocks up their inbox, the email may often not even load due to the file size, and they don’t want them, all leading to the email being deleted. If you want to send a image of the product you’re suggesting, you can attach a low res, cut out image into the body of your email, and if they like your product they might ask to send them one of the above, which is great and the result you want!

Hound them

Don’t send the Editors email after email after email - send your first email, and if you haven’t heard back, you can follow up around a week+ later. Once you’ve contacted them a couple of times, it might be worth to change product or contact, and you can always come back to them at a later date when you think your product might be relevant.


The do’s

Now for the do’s and once you’ve cracked these, you’re ready to start pitching your product!

Keep it short, sweet and simple

As previously mentioned, the shorter and straight to the point, the better! Keep all information relevant for the feature and editor and make it as easy to read, the editor will thank you for this.

Add hyperlinks where possible

Hyperlinks are great to send your Editors straight to your website, social media etc - it cuts out the middle man of them having to google your brand which is time saving for them. Use them when mentioning your website, the product or anything where you can send them through to, to get a better feel of your brand.

Try and make common ground

After using a nice salutation, try make some common ground or relate to something. This could be as simple as ‘I hope you had a nice Christmas’ or if you know they’ve just been on holiday, you could say ‘I hope you had a nice holiday, the weather looked lovely’ and so on. Try to make the email personal, and do not use copy and pasted emails!

Email over calling

Always email the editors, don’t call them. If you do manage to get through to someone via the phone (which is not very often) they will just as you to send them an email with the details on, as it’s much easier for them and will be much more beneficial for you.

Give them the details

When emailing, if applicable, tell them which feature you are pitching for. Suggest your product for the x feature and x publication - if they’ve got all the important information there’s more of a chance that they’ll feature your product.

Once you’ve perfect these steps, you should be ready to start contacting the press with your perfect pitch!


For more email templates, advice, asset support and press contacts, take a look at our memberships and join today to start your PR journey.

PRRosie Davies