Effective PR Outreach Emails: Templates and Examples

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Whether you want to boost your brand visibility, earn powerful backlinks or get the word out about a new product release, media coverage is the best way to get your company noticed. Unfortunately, though, getting the attention you deserve isn’t as simple as it might seem. 

Successfully gaining publicity takes time, hard work, and careful planning. This article will teach you everything you need to know about crafting the perfect media outreach email template to land coverage, highlighting the key things you’ll need to do and a few examples of the best outreach email templates to get started.

How to write a media pitch 

Sell your story

The best place to start is with your story. The media are constantly on the lookout for unique stories or interviews that will get their reader’s attention. So, if you have a great company story to tell, your chances of coverage are high.

Writing your company story is a great way to give your company a human face people can connect with. Don’t write something generic like, “here’s why I started my business…” What you say needs to grab attention, it needs to be compelling and different.

Selling your story means telling other people why your company needs to exist. What problem are you solving? How are you helping people? What separates you from leading competitors within your niche? What are you doing to change the world? 

People love getting behind a good cause. Therefore, by developing a compelling story, you lay the groundwork for meaningful media relationships.

Build relationships with journalists

You probably wouldn’t walk up to a stranger and ask for a favor. So, why do it to a journalist? Failing to build relationships is a stumbling block many companies didn’t know existed until they started pitching using cold outreach templates without any success.

When you pitch to a journalist, you’re essentially asking them to care enough about what you do to share it with the world. Without an existing relationship with the journalist in question, your pitch will likely be thrown on the slush pile like the other 20 they get sent every day.

Successfully pitching to the media is all about relationships. By taking the time to build relationships with journalists on social media, you can grow rapport ahead of time. 

Since you know them, you’ll know what they are looking for. And since they know you, they will be more interested in reading your pitch. So, it’s a win-win situation. 

Craft your pitch 

Once you have spent time building relationships with journalists and found the right outlet for your story, it is time to start crafting your pitch and share something that’s important to you.

You have to look at your pitch from the reader’s perspective, though. What do they want to read about? What stories make them passionate? Which headlines would grab their attention? Thinking about these points will help you craft a pitch that people are more likely to read and journalists are more likely to publish.

You can also angle your pitch to suit the preferences of the journalist. For example, if the journalist typically covers stories about small business success stories, you should highlight these elements heavily within your pitch. 

Angling your pitch to the needs and wants of your audience is a sure-fire way to get published and gain some great media coverage.

Try media outreach email templates

It can be difficult writing the perfect media outreach email to a journalist. The thing is: Try to keep it simple. Only include the information that needs to be there and get to the point as quickly as you can. 

Journalists won’t set aside time to read overly wordy emails. They want to know who you are and what you want as quickly as possible. Also, make sure you’re using some sort of grammar checker so that your emails look professional.

If you’re not sure where to start, you might want to get inspired by successful media pitch examples and the best outreach templates below.

What are outreach templates for and how to use them?

Outreach templates can be a great help when looking to secure media coverage online. A few important ones to mention include PR outreach email template, link/backlink outreach email template, blogger/influencer outreach email template, and cold outreach template for press coverage.

The important thing to remember when crafting your outreach templates is that, although these are ‘templates’, this doesn’t mean mass sending the same generic email to every journalist you can find an email for.

Take your time with personalization – this is where you will see the biggest impact on your response and success rate. 

5 elements of an outreach email you can personalize

  • Find the journalist’s/editor’s first name and address them personally
  • Mention something you saw them tweet about
  • Compliment/share your thoughts on a recent article they published
  • Mention a mutual connection

Try out different templates and analyze your open rate, response rate, and PR success metrics. You will likely develop your outreach templates over time whilst infusing your own personality into your emails. Remember, journalists get hundreds of emails every day so don’t be afraid to be yourself and think outside the box when approaching media professionals with cold outreach emails.  

PR outreach email template

Hi [first name]

My name is [your name], and I am the [position, company]. You might remember connecting about [reason] in the past.

As an avid reader of [outlet name], I have recently found your article on [topic] and really enjoyed it. I thought it was filled with great insights, especially [one insight in particular].  

If you’re ever interested in [diving deeper into it/covering a similar topic] or receiving expert commentary on the [broader topic] as a whole, [I have/I work with company/individual that has] recently [done something newsworthy]. You can learn more about it in the latest press release: [link].

A few key points [I/client/CEO] can address: 

  1. List 3-5 strong talking points relevant to the reporter and their audience 
  2. … 
  3. ….

Below you can find some of [my/his/her] most recent media coverage along with a brief bio.

[short bio & credentials/prior media coverage/link to the online newsroom] 

Let me know if this is of interest. 

Thank you,

[Your signature]

Hey [first name]

I’ll jump straight in as I’m sure you have lots to get through today! 

As a frequent visitor to [outlet name], I thought I’d introduce myself and say what a brilliant job I think you’re doing on the topics you’re covering. 

I really enjoyed your recent piece on [outlet synopsis] and wondered whether your audience would value an authoritative resource currently on my site. Here’s the link, if you’re interested in taking a closer look: [insert blog title + hyperlink].

If you’re happy to include my resource (via a backlink), I will help promote it across social media to increase the potential reach and exposure online, hopefully encouraging new visitors to [outlet name].

Let me know your thoughts when you get a chance. 

Many thanks,

[Your signature]

Guest post outreach template

Hi [first name]

I hope you’re well and don’t mind me dropping you a quick email [this afternoon/morning].

My name is [your name], I’ve recently been working on an original blog post that aims to offer [summarize your guest post in a couple of sentences and include the hook for the piece]

I’m very familiar with your target audience and feel I could offer value to your readership. Would you be open to discussing a potential collaboration for [prospect site]

Below are a few examples of previously published work that received a lot of engagement and shares online: 

  • Example 1: [Blog Title + Hyperlinked]
  • Example 2: [Blog Title + Hyperlinked] 

If you have any questions please let me know. I look forward to working with you! 

Kind regards,

[Your Name]

[Add Email Signature]  [Include links to your LinkedIn, Twitter, and a headshot]

Cold outreach template for press coverage

Hi [first name]

My name is [your name], and I am the [position, company].

As an avid reader of [outlet name], I’m reaching out to see if you’d be interested in a story about [topic].

[Your company/client] has recently [done something newsworthy related to the topic]. You can read more about it in the recent press release: [link].

I’d also love to connect [-/you with client/CEO] to tell you more about [my/his/her] experience with [topic]. Your readers might be eager to learn the following: 

  1. Key takeaways that summarize the press release and your/client’s/CEO’s expertise
  2. … 
  3. ….

For more information, you can visit the online newsroom [link]

Let me know if this is of interest. 

Thank you,

[Your signature]

Once you’ve written your media outreach email template, it’s time to send it to the journalist of your choice. For further information about emailing your press release to a journalist, check out Prowly’s guide here.

*Bonus: HARO pitch template

Whether you are a marketer or a small business owner, if you want to pitch successfully to some of the top journalists in the business, you need the best outreach tools at your disposal. 

Along with Prowly’s extensive database of over 1,000,000 journalists, HARO is a tool that connects journalists with people like you who want to be featured on high-authority media outlets.

HARO negates the need for cold pitching, helping you connect with some of the most authoritative publications worldwide. It saves you loads of time and effort scouting for new opportunities and lets you gain visibility in reputable publications, widening your brand exposure and online reach. Aaron Thomas @ Hive19.

HARO (which stands for Help a Reporter Out) is a free service that works by connecting marketers and small business owners with journalists who are looking for a story that is already crafted but needs additional expert insights – this is where you come in.

Hi [first name]

I trust you’re well. 

Please find below my response to your recent HARO request for [outlet name]

Query: [Copy and paste the original request here]  

[Answer the HARO request here. Pay attention to your formatting as the journalist needs to be able to quickly skim and pick the parts they need for their article]

Below you can find the requirements to qualify this response for your article and necessary crediting information: 

[Include requirements specified by the HARO journalist and include the credit information (name, bio, company and URL) to ensure you acquire the backlink]

If you need further insights/expert commentary please let me know, I’d be happy to provide additional value where needed.

Thank you,

[Your signature]

Be patient

When it comes to successful pitching, patience is key. Journalists have a lot on their plates and the last thing they want is three emails a day ‘checking in’ on the progress of your pitch. It’s annoying and can result in outright rejection.

So, be patient. Give journalists at least 48 hours before sending a follow-up email. If you still don’t hear back, it may be time to find another journalist. Don’t be discouraged though, rejection happens all the time and you will soon build up a thicker skin.

If you do hear back from a journalist and they are keen to take on your pitch, respond as quickly as you can. Publications often push pitches through very quickly once they have been accepted and if you don’t send your response in a timely manner, you will miss out.

Cover image by Trent Erwin