So how to pitch the media. You've got to look at it like this, you are the sales person and the media is the buyer. So when you pitch them, you need to have your sales pitch on point. You need to be witty. You need to be creative. You need to understand that they are getting pitched all day long, so your pitch needs to stand out.
It's important to know who you're pitching. Know the way they write and the stories they like to cover. It's nothing worse than pitching a writer something that they don't cover. You need to be smart and knowledgeable. Keep your pitches short and sweet. They're busy. If they open their inbox and they see a long, many paragraphs, they're not going to read it. So you need to keep that subject line, making them want to open up the email. And then once they open the email, you need to keep their attention by getting straight to the point on why they need to write the story and why their readers would love to read the story that they're going to write for you.