Pitching is that thing we tell you we’re going to do. You don’t see the emails. You don’t always hear back right away. And then suddenly, we’re in your inbox saying, “We did it, let’s get something scheduled.”
Contrary to popular belief, in the era of AI, earned media matters more than ever. Roughly 27% of AI citations come from news coverage, according to a recent Muck Rack report.
That makes the process of pitching stories to news outlets critical. And while AI can create those pitches with the click of a button, journalists are wary of AI-generated outreach. In Cision’s latest State of the Media report, more than half of journalists said they oppose AI-written pitches, citing concerns about spam, low-quality writing and lack of personalization.
Pitching news stories remains one of the most effective ways to build authority, reinforce credibility, and strengthen media relationships, all of which support long‑term communications success. At Broadreach, we approach pitching as both an art and a discipline, grounded in experience, strategy, and respect for the newsroom.
And we aren’t just qualified because of our work now – truly, it’s everything our team did prior to public relations that really makes us unique. Together, we bring several decades of combined newsroom experience to Broadreach. That perspective shapes every pitch we send and every relationship we build.
You may not always see the process, but it’s working every step of the way.
What a Pitch Really Is, and Why It Matters
At its core, a pitch is a concise, compelling message sent to a journalist to introduce a story idea that aligns with their beat, audience and current editorial needs. But a good pitch does far more than ask for coverage. It signals credibility. It shows respect for the reporter’s time and needs.
For reporters, trust and credibility are the two most valuable commodities. They must retain both with their editors and readers, and in turn look for those qualities in the stories they pursue. When pitching is done consistently and thoughtfully, it builds long-term trust. Today, journalists receive hundreds of emails each week, all claiming to be timely, relevant and important. Standing out in that sea of subject lines takes a deep understanding of how newsrooms operate.
You might not see the pitch process firsthand, but we can assure you it’s far more strategic than simply asking a reporter if they’d like to publish something or sending out a press release. At Broadreach, pitching is equal parts preparation, timing, relationship management and follow-through. At the core of public relations is trust, and our pitch process is central to how effective it is.
What Happens Before the Pitch
Before a pitch ever lands in a reporter’s inbox, significant work takes place behind the scenes. We research the reporter’s recent coverage, preferences, and deadlines. We refine the story angle, pressure‑test its news value, and ensure it complements, not duplicates what’s already out there. We also consider timing, broader news cycles, and how this story fits into a longer‑term narrative that supports the client’s goals.
This preparation is what helps ensure pitches feel relevant, not random.
What Happens During the Pitch
Our work doesn’t stop when the pitch is sent. We monitor responses, and thoughtfully adjust follow‑ups, because relationships matter. Sometimes a reporter bites immediately. Other times, they pass but remember us the next time a related story comes up. Both outcomes have value.
Our newsroom backgrounds help us know when to follow up, when to wait, and when to pivot. Those skills come from years of being on the receiving end of pitches.
What Happens After, and Why It’s Just as Important
Landing a story is a win, but it’s not the only one. Even when coverage doesn’t materialize right away, pitching builds visibility and familiarity. It positions clients as credible sources, contributes to evergreen story opportunities, and opens the door for future follow‑ups and expert commentary.
Often, the impact of a pitch shows up weeks or even months later in the form of an unexpected callback, a broader story inclusion, or a relationship that leads to earned coverage down the line.