Let’s Talk Email Etiquette – Tips for Pitching to Journalists

boutique public relations agency

Today, we’re tackling a topic that’s crucial for anyone looking to make a mark in the world of media: email etiquette when pitching to journalists. Crafting the perfect pitch can be a game-changer, but it’s equally important to ensure your approach is professional and respectful. Even if you have the best pitch topic in the world, if your email etiquette isn’t proper, all of your hard work will go out of the window. Editors receive hundreds of emails a day, so it’s imperative that you make a good first impression. Here, we will dive into some key pointers to keep in mind when reaching out to journalists via email, coming from a boutique public relations agency.


Tip #1: Always triple check the spelling of the name

One of the most obvious, yet often overlooked, aspects of email etiquette is ensuring the correct spelling of the recipient’s name. A misspelled name can immediately give the impression of carelessness and lack of attention to detail. Especially in the world of PR, you need to show the journalist that you’ve done thorough research on them and their work, so a misspelled name could mean an instantly deleted email. Before hitting that send button, take a moment to double and triple-check!


Tip #2: Write a clear, concise subject line

Your subject line is the first thing an editor will see when they receive your email. At our boutique public relations agency, we spend just as much (if not more) time crafting the perfect subject for the pitch than the actual pitch itself. Yes – it’s that important. A clear and concise subject line not only grabs their attention, but also sets the tone for the content of your email. You should avoid vague subject lines and instead opt for something descriptive that accurately reflects the purpose of your email, making it easier for the editor to prioritize and respond to your message.


Tip #3: Know your audience

Understanding the preferences, interests, and priorities of the editor you’re pitching to is essential for crafting a successful pitch. Research their previous work, the topics they cover, and don’t be afraid to get personal! Demonstrating that you’ve taken the time to familiarize yourself with their work shows respect and increases the likelihood of your pitch resonating with them.



Typos and grammatical errors can undermine the credibility of your pitch and distract from your message. Before sending your email, proofread it multiple times to catch any mistakes. Consider reading it aloud or asking a co-worker to review it! Taking the extra five minutes to polish your email demonstrates professionalism and attention to detail. 

If you need extra help, leveraging tools like Grammarly can be useful in ensuring the accuracy and clarity of your email.  These tools not only check for spelling and grammatical errors, but also provides suggestions for improving sentence structure and overall readability. 


Tip #5: Respond in a timely manner

Timeliness is key when it comes to responding to emails from editors, especially during standard working hours. Try to provide a response or follow-up within two hours if you can. This demonstrates your professionalism, responsiveness, and commitment to a potential feature! 



Email etiquette when pitching to editors is a valuable skill that can open doors to countless opportunities in the media industry. By following these simple guidelines you can significantly increase the effectiveness of your pitches. To learn more about crafting the perfect to editors, click here. Happy pitching!