How to nail your next media pitch: Seven tips to avoid getting ghosted

If you’ve ever fired off a media pitch and heard nothing but crickets, you’re not alone.

At Bespoken, we’ve seen it all and we’ll be the first to tell you that a journalist ignoring you isn’t being rude. Their inboxes are battlegrounds with several competing priorities, and only the strongest pitches cut through.

After many years in the business and working in an agency packed with former journalists, here’s what we know for sure: how you deliver a media pitch matters just as much as what you pitch.

Most pitches fall flat because they miss the mark on timing, tone or relevance. Worse, they often rely too heavily on a press release template that’s too long, too general, or too hard to use.

So here are seven home truths about media pitching: what works, what doesn’t, and how to give your story the best possible shot.

1. The hook is everything
   

   At Bespoken, we  worked on a story about a world-first innovation in road safety. Technically, it was fascinating. But it was also complicated. Instead of starting with stats or specs, we led with one powerful question:

   Why are we still sending humans into live, and dangerous, traffic situations to put out traffic cones?

   That line landed us national TV, talkback radio, and widespread print and digital news coverage. Why? Because it made the issue instantly relatable. It raised a real-world problem and opened the door to a meaningful solution.

   Traffic control is one of the most dangerous roles on a roadwork site. In Australia, around 18 people are killed each year in roadwork-related incidents, and many more are seriously injured. That risk is real, and it rarely gets the attention it deserves.

   Whether you are writing a media pitch, a headline or a press release subject line, your opening line is your first chance to make people care. If it does not demand attention, the story and the issue behind it are likely to be ignored.

   For more tips on finding a killer hook, be sure to check out our blog post: Find the hook that others may overlook.

2. Relevance is key
   

   Even the best-written press release won’t land if it’s not relevant to the journalist’s sector or their audience.

   Before you hit send, ask yourself: Would this story make sense in their section tomorrow? If it’s a property story, is it tailored to a property writer? If it’s health-related, does it align with their recent coverage? Journalists are under pressure to deliver content that resonates with their readers. If your pitch doesn’t help them do that, it won’t make the cut. Relevance shows respect for their time, their audience, and their craft.

   In fact, The Medianet 2025 Australian Media Landscape Report reported the top two reasons journalists reject a press release is “lack of news value” and “lack of relevance” to their beat or audience.

   “Lack of relevance or news value is far and away the biggest reason I would not look twice at a press release. Most press releases I get sent have absolutely nothing to do with my round, and relentless follow-up emails about things not related to me are the quickest way to irritate a reporter” – Journalist respondent from the 2025 Media Landscape Report.

3. Talkback radio? Lead with the question, not the story
   

   If you’re sending a media pitch to talkback radio, you’re not just pitching a story, you’re pitching a segment. Talkback thrives on interaction, opinion and curiosity. You need a strong, simple question that sparks a conversation. For example:

   Should Christmas wreaths be banned in apartment buildings?

   We pitched this as an angle to shine a spotlight on strata legalisation changes and it was picked up across Queensland, by TV, radio, print, you name it!

   Radio loves conflict, curiosity or controversy. So, when crafting your media pitch for radio, think:

   • What’s the angle that will get listeners calling in?
   • Can the host throw to this in a single sentence?
   • Why would their audience care about this today?

   Also: make it easy. Don’t just attach your press release and hope for the best. Consider offering an Audio News Release (ANR) with interesting grabs and a confident spokesperson. Radio teams move fast. The easier you make it for them, the more likely they are to work with you.

4. TV? If you can’t see it, they can’t run it
   

   TV is a visual medium. Regardless if your story is a great yarn, if you have no visuals, no people, no movement, and no colour, it won’t work for TV. 

   With newsrooms so short staffed these days, it is harder for crews to attend in person. That’s why we regularly create Video News Releases (VNRs) for our clients. A well-produced VNR can assist the time poor and stretched TV journalists, especially in regional markets where resourcing is tight.

   Before you pitch, ask yourself:

   • Can I provide, or line up quality vision?
   • Can I provide spokespeople and case studies to interview?
   • Can I supply footage that meets broadcast standards?

   When you plan your media pitch for TV like a producer would, your chance of success skyrockets. As a bonus, the footage you collect can be repurposed for social channels too. Also don’t forget to collect footage along the way – the time lapses, the extra b-roll, the before and after and drone footage, if possible.

5. Write like the publication, not like a marketer
   

   When it comes to writing a press release, one of the fastest ways to tank your media pitch is to write it like an ad. If you’re pitching to a journalist, write in their voice, not the voice of your marketing team. And please remove all jargon, acronyms and cliches!

   That means thinking about the press release format and tone the media outlet normally uses:

   • A trade title needs technical clarity
   • A lifestyle publication wants story and tone
   • A national news outlet needs facts, speed and relevance.

   When we assist with op-eds, we study the outlet’s style, so the piece feels like it belongs. Editors don’t want content that screams “comms team”. They want something they can publish with minimal changes, and maximum relevance to their readers.

6. Tailor it. Every time.
   

   If you’re still blasting out mass emails with generic pitches from a press release template, it’s time to stop. If you don’t have time to personalise your media pitch, you don’t have time to pitch.

   Tailoring doesn’t necessarily mean rewriting the whole thing. Usually it means:

   • Using the reporter’s name
   • Explaining why this is a good fit for their audience
   • Offering a slightly different angle for different outlets
   • Making it clear if it is an exclusive.

   Even your media pitch subject line should reflect the outlet you’re sending it to. And yes, shorter is better. If you’re wondering how long should a media pitch be, aim for one paragraph. Let the press release do the rest of the work, but only after you’ve earned the click.

7. Relationships are crucial
   

   Importantly, want to know the real answer to how to pitch to journalists?

   Build respectful relationships and take the time to read their stories, work out what is relevant to them and what interests them.

Bonus tips

• Timing matters. If you’re wondering when to send a press release, it’s all about understanding the journalist. When is their deadline? How much lead time do they need? Pitch too early and it may get buried, too late and you’ve missed your shot. Getting the timing right can be the difference between making the news and missing out.
• Finish with something useful. If you’re not sure how to end a press release, include a clear call to action, your contact details, and offer supporting content like case studies, photos or video.
• Keep attachments small. Large attachments can clog inboxes and get your pitch deleted before it’s even opened. Keep image files to around 2MB each, limit it to two or three key shots, and always include a clear photo caption for context. If you have more visuals, include a download link instead.
  
  

A quick media pitch recap:

• Start with the hook. What’s new, emotional or surprising?
• Tailor your approach. TV needs vision, radio needs questions, and digital wants a great headline and photos
• Think beyond the press release. Use ANRs, VNRs and strong media-friendly content
• Match the tone. Good press release writing feels like journalism, not marketing
• Build strong media relationships. They’ll get your pitch further than any subject line ever could
• Stick to media pitching best practices, it’s what keeps good stories from getting deleted.
  
  

Final word

At Bespoken, we’ve been in the newsrooms, we’ve felt the deadlines, and now, we use that knowledge to get stories placed for our clients.

So, if you’re tired of sending out press releases and hearing nothing back, let’s talk.