Breaking Down a Cold Media Pitch That Actually Stands Out

Nailing a cold media pitch is all about combining newsworthy data with a personalized hook. This made up example from St. Joseph’s Health Centre does exactly that.

Below, I break down how each element works to capture a journalist’s attention and prompt a quick response.

Sample Pitch

Subject: Balloons linked to 34% injury spike, St. Joe’s warns

Hi Anna,
Hope you’re well. I’m reaching out on behalf of St. Joe’s. Our new admissions data, released today, shows a sharp rise in balloon-related injuries in young children—up 34% in the past year. It may tie into the trend you covered last week around balloon arches.

Our Medical Director, Dr. Doug Smith, is available to be interviewed on the topic today and tomorrow (9:00 a.m. –5:00 p.m. EST both days). On page 21 of the report [link], you’ll find the injury data and a brief analysis.

Happy to set something up if this is of interest.

Thanks,
Ellen
(647) 123-4567

✅ What Works:

Newsworthy Angle

• "Our new admissions data, released today..."

• Time-sensitive and positions this as actual news, not a generic pitch.

Relevance to the Journalist

• "It may tie into the trend you covered last week..."

• It’s directly addressed to the journalist and relevant to their subject area/program.

• Shows you’ve done your research. This personalized hook increases your odds of engagement.

 Strong Expert Offer

• "Dr. Doug Smith is available for interviews today and tomorrow."

• Clear call-to-action with limited-time access to a credible source. The specificity helps prompt quick response.

• A direct contact number to streamline communication.

Includes Supplementary Assets

• "Page 21 of the report …"

• Gives journalists something to scan or quote, without overloading the email. Helps them visualize how the story could take shape.