I Got 200+ Press Features Without an Agency. Here's How to Pitch Journalists for Press Coverage.

By Zach Schleien

I’ve landed 200+ features in the NYT and Forbes without a PR agency. Here is the exact process I used to pitch journalists and get noticed.

TL;DR

• Pitching journalists is about offering a specific story angle that serves their audience, not just announcing your product.
• Keep emails under 200 words, use a personalized subject line, and focus on one clear "hook" per pitch.
• Persistence is key: follow up exactly two times before moving on to the next lead.

To learn how to pitch journalists for press coverage effectively, you must identify a timely or unique angle, find the specific writer who covers your niche, and send a concise cold email that prioritizes their readers' interests over your own company news.

Every founder wants to know how to pitch journalists for press coverage, but most go about it entirely the wrong direction. They think press is a reward for building a product. It isn't. Press is a transaction where you provide a story in exchange for attention.

I have never hired a PR agency. Despite that, I’ve landed over 200 media features in outlets like the New York Times, Forbes, and BBC. I did this while working a 9-to-5 at J&J, building companies like Filteroff (which was eventually acquired by a major dating conglomerate) and 18percent, a mental health community I built that reached 18,000 users.

The secret wasn't a "connection" at a big firm. It was the realization that journalists are starving for good stories, and if you know how to package one, they will listen.

How do I find the right journalist's contact information?

Finding a journalist's contact information involves identifying who is already writing about your specific industry and using email verification tools to find their direct professional address. You should prioritize writers who have published relevant articles within the last 3-6 months.

When I was growing Filteroff, I didn't blast every tech reporter in NYC. I looked for people who were specifically writing about "the loneliness epidemic" or "the future of dating." I used tools like Muck Rack or even simple Twitter (X) advanced searches to see who was sharing articles on those topics.

Once you have a name, finding the email is the easy part.

1. Use a tool like Hunter.io or RocketReach to find the email pattern for the publication (e.g., firstname.lastname@nytimes.com).
2. Check the journalist's "About" page or their social media bios; many freelancers actually list their emails publicly.
3. Use PressPitch AI to help with targeting and deliverability so your email actually lands in the inbox.

What should the subject line of my email be to get opened?

The best subject line for a media pitch is short, descriptive, and non-promotional, often mimicking the style of a news headline or a direct question. Your goal is to spark curiosity or signal relevance within the first 40 characters.

I’ve learned that the more "corporate" a subject line sounds, the faster it gets deleted. When I was trying to get press for 18percent (the mental health community I built), I didn't use "Press Release: New Mental Health Tool." That’s boring.

Instead, I used subject lines like:

• "The Slack community for mental health"
• "Story Idea: How NYC is battling loneliness via video"
• "A new way to date during the lockdown" (This one was huge for Filteroff)

I break down the exact patterns that worked for me in my guide on subject lines that got me into Forbes and the NYT. The key is to make it look like an internal email or a tip, not a marketing blast.

How long should a media pitch be?

A media pitch should be between 150 and 200 words, focusing on three core elements: the hook, the "why now," and the "so what." Journalists receive hundreds of emails daily, so brevity is a sign of respect for their time.

When I pitched the New York Times about my dad, the email was incredibly short. I didn't tell his whole life story. I focused on one specific, heartwarming angle that fit their "Vows" or "Tiny Love Stories" style.

Here is the 1-2-3 structure I use:

1. The Personalized Intro: "I loved your recent piece on [Topic]."
2. The Hook: "I'm building [Company] which does [X] to solve [Y]."
3. The Proof/Closing: "We've seen [Metric] or [Story]. Would you be interested in a brief chat?"

If you can't explain why your story matters in three sentences, it’s not a story yet; it’s just a feature list. You can read more about this in my founder's guide to press coverage.

How do I provide a 'hook' or 'newsworthy' angle for my story?

To create a newsworthy hook, you must connect your company or personal story to a larger cultural trend, a recent news event, or a counter-intuitive observation. A "hook" is the reason why a journalist should write about you today rather than six months from now.

At Filteroff, we facilitated over 2 million video dates across 150 countries. But "we have a dating app" is not a hook.

When the pandemic hit, the hook became: "How a NYC founder is keeping people dating when they can't leave their apartments." That is timely. It connects to a global event.

Think about these "hook" types:

• The Data Hook: "We analyzed 10,000 users and found that X is happening."
• The David vs. Goliath Hook: "How a tiny startup is taking on [Industry Giant]."
• The Personal Struggle Hook: This is how I shared my journey balancing entrepreneurship and a 9-to-5 at J&J.

Should I follow up, and if so, how many times?

You should follow up exactly two times, spaced roughly 3-5 days apart. If you haven't received a response after three total emails, it is best to move on to a different journalist or a different story angle.

Following up is where the magic happens. I would say 50% of my 200+ features came from the first or second follow-up. Journalists are busy, they get pulled into meetings, or they simply forget.

My follow-up strategy:

1. Follow-up 1 (3 days later): "Hi [Name], just circling back to see if [Story Angle] is a fit for [Publication] right now?"
2. Follow-up 2 (5 days after that): "Hi [Name], last try on this one. I thought it might fit your beat because of [Specific Reason]. If not, no worries!"

Stop there. If you keep going, you're a stalker. If you want more tips on avoiding these pitfalls, check out my post on cold email mistakes.

When is the best time and day to send a pitch?

The best time to pitch a journalist is Tuesday, Wednesday, or Thursday mornings between 8:00 AM and 10:00 AM in the journalist's local time zone. Avoid Mondays, as they are catching up on weekend backlogs, and Fridays, as they are wrapping up for the week.

I’ve found that mid-week is the "sweet spot." When I was working at J&J and building my startups on the side, I would spend my Sunday nights researching journalists and drafting emails, then I'd schedule them to go out on Tuesday morning.

Consistency beats timing, though. If you send 10 pitches every Tuesday at 9:00 AM, you will see results.

What are the most common mistakes that lead to pitches being ignored?

Pitches are most often ignored because they are too long, lack personalization, or fail to explain why the story is relevant to the journalist's specific audience. Using a generic "Press Release" format instead of a personal email is the most common reason for a strikeout.

The number one mistake I see is the "Mass Blast." People buy a list of 5,000 reporters and send the same email to everyone.

When I was getting coverage for Filteroff, I knew exactly which reporters at TechCrunch liked "social apps" vs. "hard tech." If I had sent a dating app pitch to a crypto reporter, I'd have been blocked.

Other mistakes include:

• Attaching heavy PDF files (which trigger spam filters).
• Forgetting to hyperlink your website.
• Making the email about "Me, Me, Me" instead of "Your Readers."

If you are a founder trying to do this yourself, I highly recommend reading how to get press as a startup founder.

Bringing it All Together

Understanding how to pitch journalists for press coverage is a superpower for any founder. It allows you to build a brand and drive growth without spending a dime on ads.

I built 18percent and Filteroff to massive scales by mastering this one skill. You don't need a high-priced agency; you just need a good story and the discipline to send the emails.

If you're ready to take your growth strategy to the next level, you can book a strategy session with me, or check out my about page to see the full list of outlets I've appeared in.

FAQ

Q: Should I use a PR agency? A: In my experience, no. I’ve landed 200+ features without one. Agencies often charge $5k-$15k/month with no guarantees. Founders are often more effective because they know the "why" behind the story better than any hired gun.

Q: Do I need a finished product to get press? A: Not necessarily, but you need a compelling "why." I got press for ideas and communities (like 18percent) before they were "perfect" products. You are pitching a story, not a manual.

Q: What if a journalist says no? A: A "no" is better than silence. It’s an opportunity to ask, "What kind of stories are you looking for right now?" That relationship can lead to a feature months down the road.

Q: Do I need to pay for press? A: Never pay for "earned" media. If someone asks for money to publish a story, that is "pay-to-play" or "sponsored content," which carries much less authority than a real news feature.

Q: How do I handle an interview once I get the "Yes"? A: Prepare 3 key talking points and one "sticky" anecdote. Be human, not a corporate robot. Use the same passion that prompted you to start the company in the first place.