In a world where journalists receive hundreds of emails a day, a generic PR pitch gets buried. A personalised PR pitch, however, can spark interest, start conversations, and secure top-tier coverage. It’s not just about what you say—it’s how relevant it feels to the person reading it. This blog breaks down the key components of crafting a personalised pitch that actually gets read and published.
Understand the Journalist’s Beat and Background
Knowing who you’re talking to makes all the difference.
- Research the journalist’s recent stories to understand their focus
- Check LinkedIn and X (Twitter) to see their professional interests
- Note the tone of their writing—data-driven, narrative-led, or visual-heavy
Mini Case: For a pitch about mental wellness tech, we approached a journalist known for covering mental health in startups, leading to an exclusive story in Business Today.
Craft Attention-Grabbing Yet Relevant Subject Lines
Your subject line decides if the pitch gets opened or ignored.
- Use the journalist’s name and refer to their past work
- Keep it under 60 characters for mobile readability
- Highlight the unique angle or value of your story
Example: “Hi Ananya – Thought this women-led mobility startup fits your coverage on urban innovation”
Align Your Pitch With Their Audience’s Interest
Personalisation goes beyond the name—it’s about relevance.
- Tailor your story angle to fit the publication’s theme
- Include a relatable hook, stat, or current trend
- Reference how the pitch adds value to their readers
Example: “We noticed your story on Gen Z entrepreneurs. This 21-year-old co-founder just raised ₹5 crore to disrupt eco-fashion.”
Keep It Crisp, Clear, and Useful
A great pitch is concise but information-rich.
- Introduce the story in 2–3 lines
- Add a media quote, data stat, or product highlight
- Attach the press release, images, and speaker profiles if needed
Mini Tip: Avoid big attachments—use Google Drive or Dropbox links instead to keep the email lightweight and clickable.
Read Also: 5 Points That Define the Vital Role of Public Relations in Marketing Your Product
Follow Up Without Being Pushy
Timing and tone are key when it comes to follow-ups.
- Wait 48–72 hours before sending a polite follow-up
- Reference the earlier pitch and ask if they’d like more details
- Offer flexibility—“happy to tweak the angle” often works wonders
Mini Case: A polite nudge helped us secure coverage in Inc42 for a pitch that was initially overlooked due to event season overload.
Personalised Pitch vs Generic Pitch: What Works Better?
| Aspect | Personalised PR Pitch | Generic PR Pitch |
| Open Rate | Higher due to name and relevance | Lower due to mass template structure |
| Journalist Engagement | Builds long-term relationships | Often ignored or marked as spam |
| Media Coverage | More likely to result in story or follow-up | Rarely results in meaningful coverage |
| Customisation Level | High – aligned to beat, tone, publication | Low – one-size-fits-all |
| Brand Credibility | Increases with tailored approach | Can damage brand perception if too generic |
Conclusion
A personalised PR pitch is your golden ticket to building genuine media relationships and driving impactful coverage. In the world of public relations, relevance is everything. The more effort you put into researching, tailoring, and following up with empathy, the better your chances of cutting through the noise. Always pitch like you’re starting a relationship, not closing a deal.
Frequently Asked Questions
1. What is a personalised PR pitch?
A tailored media pitch crafted to suit a specific journalist’s beat and audience.
2. Why is personalisation important in PR pitching?
It increases open rates, response rates, and builds stronger journalist relationships.
3. How can I personalise my subject line?
Use the journalist’s name, refer to past work, and highlight relevance.
4. What tools help in researching journalists?
Use Muck Rack, LinkedIn, Twitter, or publication archives.
5. How long should a personalised pitch be?
Ideally 150–200 words, covering the key story, relevance, and next steps.
6. What should I avoid in a PR pitch?
Generic templates, excessive jargon, and mass mailing.
7. Can I send follow-ups after no response?
Yes, but wait 2–3 days and follow up politely without spamming.
8. What makes a pitch stand out in crowded inboxes?
Relevance, strong subject line, and a compelling opening hook.
9. How do I build a media list for personalised pitching?
Segment journalists by beat, publication, and past coverage interests.
10. Do personalised pitches work better than press releases alone?
Yes, they provide context and increase the chance of media engagement.
