Different Types of Pitches: How to Match the Right Story with the Right Media
If there’s one secret to landing consistent media coverage, it’s this: not all pitches are created equal. Every story deserves a different approach, angle, and outlet and knowing which pitch to send can be the difference between a journalist hitting delete and a headline that amplifies your brand.
At Publicity For Good, we’ve helped hundreds of purpose-driven brands find their media sweet spot by turning stories that matter into press that moves. Here’s our quick guide to the different types of PR pitches, when to use them, and how to make them work.
1. Brand Collaboration Pitches
When to use it: When two or more brands join forces to create something bigger than themselves like a new product, event, or cause-driven campaign.
Why it works: Journalists love novelty, and unlikely partnerships make for strong headlines.
Best practices:
Focus on the why behind the partnership, not just the product.
Include visuals or a short video teaser.
Offer both brand founders for joint interviews.
2. Business Movement Pitches
When to use it: To announce leadership changes, funding rounds, or strategic shifts.
Why it works: Editors and investors track business evolution as a measure of brand credibility.
Best practices:
Lead with the news (“X brand appoints new CEO to spearhead growth in sustainability.”)
Include numbers and quotes from leadership.
Avoid fluff. Journalists want substance.
3. Product Launch Pitches
When to use it: To announce a new product, version, or service improvement.
Why it works: “New” still sells but only if it’s meaningful.
Best practices:
Highlight what’s different, not just what’s new.
Send to category-specific journalists (beauty, wellness, tech, food, etc.).
Attach a press release and offer samples when possible.
4. Thought Leadership Pitches
When to use it: When your founder or executive has an opinion on a trending topic.
Why it works: Experts who can speak clearly, quickly, and with empathy become trusted sources.
Best practices:
Link your expertise to a current event or industry issue.
Keep it conversational. Journalists don’t want jargon.
Suggest multiple formats: op-eds, Q&As, or live interviews.
5. Social Impact Pitches
When to use it: When your brand does something meaningful like donating proceeds, helping a community, or changing lives.
Why it works: Impact stories connect emotionally, and readers love sharing them.
Best practices:
Focus on the people helped, not the brand.
Add stats or photos to show measurable change.
Time releases with awareness days or key milestones.
6. Trendjacking Pitches
When to use it: When your brand can authentically connect to a viral topic or cultural moment.
Why it works: It rides the momentum of what people are already talking about.
Best practices:
Move fast. Trends change overnight.
Stay true to your voice; don’t force the link.
Avoid polarizing or political topics.
7. Award and Milestone Pitches
When to use it: To highlight recognition, anniversaries, or milestones.
Why it works: They reinforce authority and credibility.
Best practices:
Tie awards to your brand’s mission or growth.
Avoid over-celebrating. Keep it humble and factual.
Include photos, certificates, or event coverage.
8. Product Review Pitches
When to use it: When you want trusted voices to test and share their honest take on your product.
Why it works: Authentic reviews build credibility faster than ads.
Best practices:
Target journalists, influencers, or bloggers who align with your niche.
Be ready for honest feedback, good or bad.
Include usage tips, price, and availability details.
9. Personality-Driven Pitches
When to use it: When a celebrity, creator, or influencer connects to your brand.
Why it works: People love people and personality stories travel farther than product ones.
Best practices:
Keep the story positive and on-brand.
Include visuals or social posts as proof.
Focus on authenticity, not clickbait.
10. Newsjacking Pitches
When to use it: When your brand can tie its expertise to breaking news.
Why it works: Relevance. Editors look for expert voices who can explain or contextualize headlines.
Best practices:
Move fast, ideally within 24 hours.
Keep it short and news-focused.
Avoid sensitive or political stories unless it’s clearly relevant.
The PFG Way: Every Pitch Has Purpose
At Publicity For Good, we don’t believe in copy-paste PR.
Each pitch is an intentional act of service to your audience, to the media, and to your mission. Whether we’re celebrating a milestone, driving a movement, or responding to what’s trending, every message we craft is designed to connect your story with the people who need to hear it most.
Because great PR doesn’t just sell a product. It builds a relationship.
And the best stories don’t just get published. They get remembered.
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