how to pitch to a journalist

October 11, 2021


  1. Be clear about what you want.
  2. Identify the type of coverage you would like from the journalist (i.e. Feature, Opinion, Round-Up, etc)
  3. Introduce the Brand/Designer/Artist and highlight some of the things they’re releasing soon.
  4. Maximum 3 paragraphs.
  5. The subject line is important - it’ll convey the story; also a good idea to include the type of story that is being pitched for. You can think of the subject line as the headline.
  6. PITCH: Meet the new artist, X, that has completely revolutionized photography in Toronto.

If you are looking for a profile, it’s important that you explain what the story is/why should people care about them/it. Don’t only explain that you have a product or that you’re doing a cool thing or write about us, you will need to explain why people should care or the “story.”

Are you doing something different that’s never been done? Are you representing an underrepresented community? Do you have an incredibly compelling origin story? OR you can hire a PR professional who specializes in your industry (i.e. fashion, music, etc). Be sure that you are clear about what you’d like to achieve - do you want more exposure, increased sales, visibility within a particular community, etc.

Written By Isabelle Ofume