The best length for a PR pitch (2024)

Insights from Muck Rack’s State of Journalism Report

At BlueSky, our PR professionals excel at crafting tailored, compelling stories that help keep our client’s brand top-of-mind across print, broadcast and digital channels. Our priority is to capture the attention of key journalists, build relationships with them for future pitching, and most importantly, secure media coverage for our clients.

To deliver a successful media relations campaign, the BlueSky team does frequent research around the media landscape to find out what journalists believe to be a strong PR pitch. Which poses the question – with many journalists being bombarded with emails on a daily basis, are shorter pitches more effective, or do longer pitches offer more value with further details and context? Findings from Muck Rack’s State of Journalism Report asks more than 2,000 journalists this same question to determine the best length for a PR pitch.

According to the report, nearly half of journalists (45 per cent) prefer pitches that are 100-200 words in length. This concise approach allows journalists to quickly grasp the main points of the pitch without getting bogged down in unnecessary details. In fact, the report also found that the most successful pitches in the past three years were in the 100-200-word range (43 per cent). However, it’s important to note that journalists also indicated they wouldn’t reject a pitch that is under 100 words or over 350 words, as long as it is relevant and compelling.

To ensure we grab the interest of the journalist, there are certain pitching tips that may be seen as an afterthought. For instance, when we share news releases or other materials with journalists, we find it’s best to use hyperlinks instead of attachments or placing them at the bottom of the email. Using existing links or creating a Google doc and hyperlinking it to a pitch can provide easy access to additional information without cluttering up the email and potentially turning off journalists with large attachments.

As PR professionals, we understand the importance of maintaining good relationships with the media to ensure success for our clients. That’s why the frequency of follow ups is also important. Best practice is to do a maximum of three pitches – the original pitch, a short follow-up, and a final follow-up closer to the original pitch. This approach ensures that we are persistent without being overly pushy, respecting the journalist’s time and inbox.

In summary, while the ideal pitch length according to journalists is 100-200 words, at BlueSky we understand the importance of being flexible and considerate of their preferences. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications.

Looking for a successful media relations campaign? Get in touch with BlueSky today!

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The best length for a PR pitch (2024)


The best length for a PR pitch? ›

A PR pitch is a short personalized message that outlines the value of a story and explains why it should be published. It is usually 150 words long but can reach up to 400 words.

How long should a PR pitch be? ›

In fact, the report also found that the most successful pitches in the past three years were in the 100-200-word range (43 per cent). However, it's important to note that journalists also indicated they wouldn't reject a pitch that is under 100 words or over 350 words, as long as it is relevant and compelling.

How to write the perfect PR pitch? ›

A good PR pitch should grab a journalist's attention within the first sentence. It should be clear, concise, and to the point, providing all the essential information about your story in one go. Let's cover the basics of what you need to include in your media pitch.

How long should a pitch be? ›

Pitches are typically 1 to 1.5 pages long, with a typical structure as follows: i. A paragraph that hooks editor and shows you can hook reader, in the style of the journal.

How to end a PR pitch? ›

Consider ending your pitch with an actionable statement that encourages the media professional to get in touch with you if they have any questions or would like to learn more about the news. To make it as simple as possible for them to contact you, clearly include contact information like your email and phone number.

How to make a PR deck? ›

How do you build a PR pitch deck? To prepare an impactful PR pitch deck, get a thorough knowledge of your prospect's pains and goals. Inquire about their target audience, analyze their current media coverage, and research some of their competitors. Use your insights to prepare a personalized PR pitch presentation.

How do you measure good PR? ›

7 Ways to Answer the “Does PR Work” Question
  1. Press Clippings. One way to gauge your success is to track the amount of press clippings that mention your company or products and services. ...
  2. Media Impressions. ...
  3. Content Analysis. ...
  4. Website Traffic. ...
  5. Lead Sourcing. ...
  6. Market Surveys. ...
  7. Social Media Mentions.

What is a decent PR? ›

A good PR campaign is one that is well planned and executed with the aim of achieving specific goals. The objectives of the campaign should be clearly defined at the outset, and the strategies and tactics used should be aligned with these objectives.

What should a 30 second pitch say? ›

An elevator pitch, also known as a 30-second pitch, is a short, persuasive speech that you can use to introduce yourself and your business. It should be clear, concise, and most importantly, engaging. In just 30 seconds, you need to be able to explain what your business does, who you are, and why someone should care.

How long is a successful pitch? ›

The most common pitch formats last one, three, or five minutes and rarely more than 15. For a second round, you may land meetings that could last between one and four hours. If you know your pitch by heart, make sure you are able to adapt it to your audience and setting. Pay attention to your timing!

How many seconds should a pitch be? ›

A good elevator pitch is usually between 30 and 60 seconds long. Elevator pitches should be well-rehearsed, clear, and persuasive. Appropriate in any networking scenario, formal or informal, the elevator pitch is the answer to the tricky “tell me about yourself” or “tell me about your company” question.

Why is pitch length 22 yards? ›

In those days a chain was one of the few reliable forms of measurement - so designed because it was unlikely to stretch like rope. Therefore as a Chain = 22yards in the Imperial measure and cricket rules were written by the Brits. So, the length of the Cricket pitch is 22 yards.

How to write a PR pitch template? ›

How to write a media pitch
  1. Determine whether your topic is newsworthy. ...
  2. Verify the correct recipient and personalize your outreach. ...
  3. Write a captivating email subject line. ...
  4. Develop a compelling lead. ...
  5. Demonstrate why your story is important. ...
  6. Offer content that connects with the target audience. ...
  7. Add a call to action.
Feb 3, 2023

How do you present a PR pitch? ›

Pro Tips for Creating Your PR Pitch

Show your potential client that you've done the research. Tailor the content of your presentation to their business needs. No matter the client, you should include basic information like your company's past work, your fees, measurable goals, and the strategy to achieve those goals.

What is haro in PR? ›

HARO – Help A Reporter Out – connects journalists with story sources. If any journalist or publisher has an article idea, yet are struggling to connect with an article subject, they use HARO to request for subjects.

How long should an investor pitch take? ›

It's known as the 10/20/30 rule. According to this rule, you should have 10 slides in your pitch deck, the ideal length of your presentation shouldn't be longer than 20 minutes, and the font size used in your slides should be at least 30 points or bigger.

How long is a journalism pitch? ›

Aim for 300 words or less, or about one page. This is enough to convey the essentials of your story idea, without overwhelming the editor with too much information or boring them with too many details. A short pitch is easier to read, to edit, and to respond to.


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