Common Mistakes in Media Pitches—and How to Avoid Them

Securing media coverage can give your brand or message a major boost in brand awareness—but only if you can get a journalist or editor to open your story pitch, let alone say “yes” to publishing. As any public relations pro knows, pitching is both art and strategy. Unfortunately, too many pitches fall flat because of avoidable mistakes.

If you're sending emails that vanish into the abyss, it’s time to reassess your pitch game or bring in a PR agency partner who can help guide you in the right direction. We’ve broken down the most common media pitching pitfalls—and how to sidestep them like a pro.

1. Sending Mass, Generic Pitches
   
   The mistake: Blasting the same templated message to dozens (or hundreds) of journalists with no personalization.
   
   Why it fails: Reporters can spot a generic pitch from a mile away. It signals that you didn’t do your homework—and that you're not offering a story tailored to their beat or audience.
   
   The fix: Personalize your pitch. Reference a specific article they wrote. Show you understand what they cover. Even better: suggest why their audience will care about your story.
   

2. Burying the Lead
   
   The mistake: Taking too long to get to the point or hiding the most compelling part of your story in a sea of background info.
   
   Why it fails: Editors get hundreds of emails a day. If the first sentence doesn’t grab their attention, your pitch probably won’t get read at all.
   
   The fix: Open strong. Lead with the news hook, the “why now,” or a bold insight. Think like a headline writer, not a novelist.
   

3. Lack of a Clear Story Angle
   
   The mistake: Pitching a product, person, or service—but not a story.
   
   Why it fails: Media outlets aren’t ad platforms. They want timely and unique angles, trends, data, conflict, or human interest—something with editorial value or insight.
   
   The fix: Frame your pitch as a narrative. Ask yourself: What’s new, surprising, or relevant about this? Why would a reader or viewer care?
   

4. Overhyping or Using Jargon
   
   The mistake: Using buzzwords, superlatives, or technical lingo that confuses more than it clarifies.
   
   Why it fails: Journalists value clarity and accuracy. Overblown claims and vague fluff turn them off fast.
   
   The fix: Be concise, direct, and real. Explain things like you would to a smart friend outside your industry.
   

5. Forgetting to Include Key Info
   
   The mistake: Omitting the who, what, when, where, why, and how—or making it hard to find.
   
   Why it fails: Even a great pitch will flop if the journalist must dig for crucial details like timing, access, or relevance.
   
   The fix: Make the pitch skimmable. Bullet the facts. Include a link to a press kit or supporting info. Always offer availability for follow-up.
   

6. Pitching the Wrong Person
   
   The mistake: Sending your story to someone who doesn’t cover that topic—or even works in a completely different vertical.
   
   Why it fails: You're wasting their time (and yours). Plus, repeated off-target pitches can land you in the dreaded “blocked” folder.
   
   The fix: Research your targets. Use media databases, LinkedIn, Twitter, and mastheads to find the right contact to approach. Read their recent work to confirm alignment. One of the benefits of bringing on an agency partner is their existing media relationships and access to program databases and can do the heavy lifting for you.
   

7. Ignoring the News Cycle
   
   The mistake: Pitching a story that feels out of step or tone deaf with what’s happening in the world—or missing a timely opportunity.
   
   Why it fails: Journalists need content that’s relevant right now, and sensitive to current events. If your pitch doesn’t connect with what’s trending or happening in real time, it is likely to get skipped.
   
   The fix: Tie your story to a trend, season, event, or breaking news item and make sure you give media enough time to consider the story before that deadline (i.e. pitching them 24 hours before Mother’s Day thinking they’ll include your Momtrepreneur angle will never work). If your angle is evergreen, explain why it’s relevant for right now.

In summary, a great pitch isn’t about selling—it’s about storytelling, relevance, and relationships. Avoid the common pitfalls, and you’ll stand out in an overcrowded inbox. Respect the journalist’s time, do your homework, and always lead with value.

Ready to pitch smarter, not louder? CLICK HERE to see how we can create a story that really POPs!