When to Send a Media Pitch vs. a Press Release

Anthony Santiago • February 28, 2019

Media pitches and press releases can go hand in hand with each other, but there are times where one is more appropriate than the other. Differentiating when to send one versus the other is an important part of your PR strategy. Make sure you know when to send a media pitch or press release to your contacts.

How Do Media Pitches Differ From Press Releases?

Media Pitches:
  • Media pitches are cover letters for a press release
  • Give enough details to get the reader’s appetite going
  • Teaser story to entice people to ask you more questions
  • Does not include all the information in the press release
  • Typically shorter than a press release
Press Releases:
  • Give a whole, unbiased story
  • Good to go “as-is”
  • Stand alone as a story
  • Includes:
    • Captivating Headline
    • Lead Sentence
    • Executive/Company quotes
    • Boiler Plate
A media pitch should include some of the same details as a press release.

However, it is geared toward commenting on industry news, new trends, or stories about the company. Your media pitch should always be newsworthy to the audience. It should make a good news story for a journalist or influencer. As for outlets, it should always make them “look good” for “finding” helpful and interesting information.

In your media pitch, you can also include sample interview questions and how you’d answer them, if you were asked for a story about the topic.

A media pitch is essentially a persuasive letter written to a journalist, an editor, a blogger, or an influencer. It should make them want to write a story about your company.

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