Media Pitch Builder

What it is

A set of structured pitch templates for different media approaches – news pitches, feature pitches, comment and expert source offers, and exclusive story proposals. Each follows the logic journalists use to evaluate story ideas: news value first, then clarity, then proof that you understand their audience.

These are not press release templates. They are short, direct communications designed to start a conversation with a journalist or editor, not to replace one.

When to use it

Use when:

• You have a story, announcement, or expert perspective to place in media
• You need to offer a spokesperson as an expert source or comment
• You are pitching an exclusive or embargo to a specific outlet
• Your team writes media pitches inconsistently or without a clear structure
• You want to train junior team members on what a good pitch looks like

Don’t use when:

• You are writing a press release for broad distribution (use a press release template instead)
• You have no genuine news value or hook – a better template won’t fix a weak story
• You are responding to a journalist enquiry (that requires a different approach)
• The relationship with the journalist requires a more informal, direct message

Inputs needed

Before starting, gather:

1. The story or angle: What is the news hook, trend, or expert perspective?
2. Target outlet and journalist: Who are you pitching, and what do they cover?
3. Timing: Is there a news peg, embargo date, or publication deadline?
4. The spokesperson or source: Who is available to speak, and what are their credentials?
5. Supporting proof points: Data, case studies, or exclusive information available
6. Exclusivity status: Is this exclusive, embargoed, or available to all?

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The template

Pitch Type 1: News Pitch

Best for: Announcements, launches, funding rounds, appointment news, new research Length target: 150–200 words Response window: 48–72 hours is reasonable to expect

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Subject line: [NEWS HOOK] – [ORGANISATION], [DATE/TIMING]

Example: New data shows comms teams spending 40% more time on AI governance – research from Faur, March 2026

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Opening line – lead with the news, not the organisation:

[NEWS FACT/FINDING] – [ORGANISATION] has [ACTION] [BRIEF CONTEXT].

Example: Almost half of in-house communications teams now spend more time reviewing AI-generated content than producing it, according to new research published today by Faur.

The story (2–3 sentences):

Explain what this means, why it matters now, and who it affects. Include one concrete data point or specific detail that gives the pitch credibility. Avoid adjectives like “ground-breaking” or “exciting”.

Why your journalist/outlet specifically (1 sentence):

Given your coverage of [BEAT/TOPIC], I thought this might be of interest.

What you can offer:

• [SPOKESPERSON NAME], [TITLE] – available for interview [AVAILABILITY]
• [DATA/RESEARCH] available under embargo from [DATE]
• [EXCLUSIVE ELEMENT if applicable]

Sign-off:

Happy to share the full [research/release/brief] or arrange a call. Let me know if this works for you.

[NAME] | [TITLE] | [CONTACT]

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Pitch Type 2: Feature Pitch

Best for: Long-read opportunities, in-depth pieces, trend stories, profile features Length target: 200–250 words Lead time: Features typically need 2–6 weeks’ lead time – pitch early

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Subject line: Feature idea: [ANGLE] – [HOOK]

Example: Feature idea: Why communications teams are becoming AI governance functions

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Opening – establish the trend or question:

[OBSERVATION OR QUESTION THAT FRAMES THE FEATURE].

Example: A quiet shift is underway in UK communications teams – and most organisations haven’t named it yet.

The angle (3–4 sentences):

Describe the feature idea as a story, not a brief. What is the central tension or question? Who are the protagonists – companies, sectors, individuals? What will the reader understand by the end that they don’t know now? Think about what makes this a story rather than a topic.

Why now (1–2 sentences):

Explain the timing – a news event, a trend reaching critical mass, data that just emerged, a policy change, a cultural moment.

What you bring to it:

• [EXPERT/SOURCE NAME], [CREDENTIALS] – available to speak
• [CASE STUDY, ORGANISATION, OR EXAMPLE] willing to participate
• [DATA, RESEARCH, OR EXCLUSIVE ACCESS] available

The offer:

I can provide a detailed brief, suggested sources, or background material. Happy to discuss how you’d want to approach this – or whether it fits a different slot in your schedule.

Sign-off:

[NAME] | [TITLE] | [CONTACT]

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Pitch Type 3: Comment / Expert Source Offer

Best for: Offering a spokesperson to comment on breaking news, policy announcements, industry developments Length target: 100–150 words Timing: Send within 2–4 hours of the news breaking; after that, relevance drops sharply

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Subject line: Comment available: [TOPIC] – [SPOKESPERSON NAME], [TITLE]

Example: Comment available: AI regulation – Michael MacLennan, Faur

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Opening – acknowledge the story:

Following [NEWS EVENT/ANNOUNCEMENT], [SPOKESPERSON NAME] is available to offer comment on [SPECIFIC ANGLE].

What they can speak to (3–4 bullet points):

• [SPECIFIC ANGLE 1]
• [SPECIFIC ANGLE 2]
• [SPECIFIC ANGLE 3]
• [WHY THEIR PERSPECTIVE IS DISTINCTIVE – one sentence credentials]

Logistics:

Available for: [INTERVIEW | WRITTEN COMMENT | BROADCAST] Available: [TIME/DATE WINDOW] Quote already prepared: [YES/NO – if yes, offer to send]

Sign-off:

[NAME] | [TITLE] | [CONTACT]

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Pitch Type 4: Exclusive / Embargo Proposal

Best for: Significant announcements where you want one outlet to break the story before broad release Length target: 200–250 words Note: Only offer one exclusive at a time. If declined, lift the exclusivity before pitching elsewhere.

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Subject line: Exclusive: [NEWS HOOK] – embargo until [DATE/TIME]

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Opening – be direct about the offer:

I'd like to offer [OUTLET] an exclusive on [NEWS], embargoed until [DATE AND TIME].

The story (3–4 sentences):

Explain the news as clearly and compellingly as possible. What is happening, why it matters, and what is exclusive about this offer? This is your strongest pitch – give them the full story, not a teaser.

What is included in the exclusive:

• [INTERVIEW ACCESS with whom]
• [DATA/RESEARCH/DOCUMENT access]
• [PHOTOGRAPHY/VIDEO/ASSETS available]
• [TIME with SPOKESPERSON before embargo lifts]

Conditions:

The embargo lifts at [TIME] on [DATE]. We are offering this exclusively to [OUTLET] and ask that you let us know by [RESPONSE DEADLINE] whether you’d like to take it. If we don’t hear back, we’ll offer it more broadly.

Sign-off:

[NAME] | [TITLE] | [CONTACT]

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AI prompt

Base prompt

You are a media relations specialist helping write a pitch to a journalist.

Pitch type: [CHOOSE: News pitch | Feature pitch | Comment offer | Exclusive proposal]
Story or angle: [DESCRIBE THE STORY, FINDING, OR PERSPECTIVE IN 2–3 SENTENCES]
Target outlet: [PUBLICATION NAME]
Target journalist: [NAME AND BEAT/COVERAGE AREA IF KNOWN]
Spokesperson: [NAME, TITLE, CREDENTIALS]
Key proof point or data: [MOST COMPELLING FACT OR STATISTIC]
Timing: [EMBARGO DATE / NEWS PEG / AVAILABLE FROM]
Exclusivity: [EXCLUSIVE / EMBARGOED / OPEN]

Write a pitch using the [PITCH TYPE] structure. The pitch should:
- Lead with news value, not the organisation name
- Be under [150 / 200 / 250] words
- Sound like a human wrote it, not a press release
- Include a specific subject line
- End with a clear, low-friction offer

Do not use the words "exciting", "proud", "delighted", "ground-breaking", or "unique". Do not open with the organisation name.

Prompt variations

Variation 1: News pitch from announcement

I need to pitch the following announcement to journalists: [ANNOUNCEMENT]. The key news value is [WHAT IS GENUINELY NEW OR INTERESTING]. Target journalist covers [BEAT]. Write a 150-word news pitch with subject line that leads with the news, includes one strong data point, and offers a spokesperson interview.

Variation 2: Feature angle development

I want to pitch a feature to [OUTLET TYPE: trade press / national / consumer]. The broad topic is [TOPIC]. Help me develop a specific, story-shaped angle that would appeal to their readers, then write a 200-word feature pitch. The angle should have a clear protagonist, tension, and reason to read it now.

Variation 3: Rapid comment offer

[NEWS EVENT] has just been announced. Write a 120-word comment offer pitch I can send to journalists in the next two hours. Spokesperson is [NAME, TITLE]. They can speak to [ANGLES]. Include a ready-to-use quote of 40 words that is specific, opinionated, and avoids corporate language.

Variation 4: Exclusive pitch

I want to offer an exclusive to [OUTLET]. The story is [BRIEF DESCRIPTION]. Write a 200-word exclusive pitch that clearly states the embargo terms, what access is being offered, and why this outlet in particular should want it. Response deadline is [DATE].

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Human review checklist

• News value genuine: Is there a real story here, or just an announcement your organisation wants covered?
• Subject line specific: Does the subject line give the journalist enough to decide in three seconds?
• No corporate language: Check for “proud to announce”, “exciting”, “industry-leading”, “world-class” – delete all of them
• Journalist’s audience considered: Would their readers actually care about this? Is that evident in the pitch?
• One clear ask: Is it obvious what you want the journalist to do – interview, feature, comment slot?
• Contact details complete: Is there a direct phone number, not just an email?
• Exclusivity honoured: If offering exclusive, confirm this outlet is the only one receiving it right now
• Embargo time zone specified: If embargoed, have you stated the time zone (UK GMT/BST)?
• Spokesperson genuinely available: Have you confirmed interview availability before sending?
• Length appropriate: Is the pitch under 250 words? If not, cut it.

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Example output

News pitch example

Subject line: UK comms teams spending 40% more time on AI governance than content – new research

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In-house communications teams in the UK are spending more time reviewing and approving AI-generated content than producing original work, according to new research published today by Faur, the communications consultancy.

The study, which surveyed 200 communications professionals across the private and third sector, found that 47% now class AI content governance as a primary responsibility – up from 12% two years ago. One in three have no formal policy in place.

Given your recent coverage of AI adoption in corporate communications, I thought this might be of interest.

I can offer:

• Interview with Michael MacLennan, founder of Faur and an expert in AI implementation for communications teams
• Full dataset and methodology, available now under embargo
• Case study from an anonymised FTSE 250 communications team willing to speak

Michael is available for phone, Zoom, or written Q&A from Wednesday. Happy to send the full research brief in advance.

[NAME] | [TITLE] | [EMAIL] | [DIRECT PHONE]

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Related templates

• Stakeholder FAQ Builder – Prepare spokespeople for media questions across audiences
• Message House – Build the core narrative that underpins all media-facing communications
• Content Calendar (Monthly) – Plan media moments across the full month
• Brand Voice Audit Checklist – Ensure media communications match your established voice