5 Proven Tips for Pitching Journalists
Journalists receive hundreds of pitches every week, and only a handful ever make it past the trash folder. With shrinking newsrooms, tighter deadlines, and fiercer competition for attention, breaking through isn’t about luck. It’s about strategy.
At Bubblegum Canada, we spend every day crafting journalist-ready stories that land coverage across national, regional, and niche outlets. Below, we’re sharing five of the same principles we use to help our clients earn consistent, meaningful media attention, and stay out of the delete bin.
Know Your Journalist and Their Audience
Great pitching starts long before you draft your email. It starts with alignment. Before you pitch, ask yourself: “Is this journalist the right match for this angle?”
Take time to read what they’ve recently written, understand their tone, their beats, and the audiences they speak to. Strong media relations is about being selective, not sending mass emails.
Think “smart matchmaking,” not “spray and pray.”
You wouldn’t pitch Canadian automotive data to a parenting reporter, and you wouldn’t offer a beauty trend piece to someone covering municipal politics.
The more precise the fit, the higher the chance of a reply and future collaboration.
This precise targeting is the foundation of how we operate at Bubblegum Canada, and it’s one of the reasons our pitches consistently convert.Craft a Subject Line That POPs
Be eye-catching! A subject line is your first impression, and you get one second to make it count and get the media to stop “scrolling” past.
With only 20% of email recipients reading beyond the headline, our subject line isn’t a summary; it’s a hook.
Instead of a flat subject line: “2025 Automotive Survey Results Released.”
Try: “What 10,000 Drivers Taught Us about Driving in Canada.”
One sparks curiosity. One gets ignored.Build the Story, Don’t Just Share the News
Data, announcements, and updates alone aren’t stories.
Your job is to shape the narrative.
Ask yourself the journalist’s favourite question: “Why now?”
Connecting your pitch to:A cultural movement
A trending conversation
A seasonal narrative
New data
A timely news cycle
… will help turn your information into an actual news opportunity.
Timeliness is a built-in advantage. It shows you understand the media landscape and positions your story as part of a larger conversation, not just self-promotion.
Keep it Short & Sweet
Journalists are busy. Very busy.
The goal is to get your message across without filling your email with fluff.
Your pitch should:Get to the point quickly
Highlight what’s new or surprising
Explain why their audience will care
Offer next steps
A simple call to action like:
“Would you like to speak with a spokesperson for an interview or receive more information?
Removes friction and increases your chances of landing coverage. Being responsive and available, especially under tight deadlines, is essential. Many of the stories we secure for clients happen because we are fast, clear, and ready.
Think End Game: Building Relationships That Stick
A single pitch might get you a story. A genuine relationship earns you ongoing coverage.
When you understand a journalist’s needs, respect their time, and deliver relevant stories, you become a trusted resource. That trust is the heartbeat of media relations.
PR professionals and journalists are two sides of the same coin, they rely on each other. When you treat the relationship as a partnership rather than a transaction, you stop being just another name in their inbox, and start becoming someone they proactively reach out to.
Looking Forward
A successful pitch blends research, clarity, timing, and narrative, and when done well, it opens doors to meaningful media exposure.
The best stories aren’t just luck; it is a mix of the right journalist, a catchy subject line, a time-relevant story, and clear communication.
If you’re aiming to elevate your media presence but don’t have the time or expertise to do all the heavy lifting, our team at Bubblegum Canada can help. From crafting newsroom-ready angles to securing interviews and national coverage, we make your story impossible to ignore.
If you'd like expert support or want to discuss how we can help create headlines that POP and stories that STICK, reach out to us by CLICKING HERE.