Pitch Letter

A pitch letter is the workhorse document of media relations: a concise written proposal, usually delivered by email, that tries to convince a reporter or editor to cover a particular story, interview a particular source, or take a particular angle on a developing issue. For think tanks, advocacy NGOs, and government press offices, the pitch letter is how research and policy positions translate into press coverage.

A well-constructed pitch typically contains four elements: a subject line that signals news value in under ten words; a lede explaining why the story matters now (the "news hook"); a short value proposition — usually an exclusive data point, a named expert available for comment, or an embargoed report; and logistics (contact details, availability windows, embargo terms if any). Most experienced communications staff keep pitches under 200 words, because reporters at major outlets routinely receive dozens per day.

Pitches differ from press releases in audience and tone. A release is a broadcast document written in third-person house style for wide distribution; a pitch is a one-to-one message, often personalised with reference to the journalist's recent work or beat. They also differ from media advisories, which are logistical notices about upcoming events (time, place, speakers).

In the IR and policy world, pitch letters are commonly used to surface new reports from organisations like Chatham House, Brookings, or the International Crisis Group; to offer regional experts during fast-moving crises; or to place op-eds. Best practice generally includes:

• Matching the pitch to the journalist's actual beat
• Leading with the news peg, not the organisation
• Offering something exclusive or time-limited
• Following up once, briefly, after 48–72 hours

Poorly targeted or mass-blasted pitches — sometimes called "spray and pray" — damage long-term relationships with the press corps and are widely discouraged in professional communications training.