Email Subject Lines That Get Reporters to Open Your Pitch (and Why They Work)
When it comes to pitching your story to journalists, your email subject line is a golden opportunity to grab their attention. Reporters receive hundreds of emails daily, so focusing on a detailed subject line can make the difference between being read or ignored.
Below are five subject lines you can try. They are written to make an impression and tap into what reporters are looking for. We’ll explain why they’re effective, and how you can adapt them to fit your pitch.
1. Meet the [person] changing lives in [community]
Why it works:
This subject line is personal and engaging. It introduces a central figure whose story can tug at emotions and spark interest. Journalists often look for narratives that resonate with their audience, and featuring an unsung hero can create an inspiring piece.
Example:
"Meet the Nurse Revolutionizing Rural Healthcare in Appalachia"
How to use it:
Identify a standout individual in your organization or community.
Highlight their specific achievements or the impact they’ve made.
Ensure the story aligns with the publication’s target audience and interests.
2. Local company using [new tech] to transform [industry]
Why it works:
Technology stories are universally appealing, especially when they showcase innovation and progress. This subject line appeals to reporters who cover tech, business, or industry-specific news by tying the story to a larger trend or shift in the field.
Example:
"Local company using AI to Transform Manufacturing”
How to use it:
Focus on a piece of technology that your business or organization has developed or adopted.
Share data, success stories, or testimonials that demonstrate measurable impact.
Frame it as a broader industry trend to make the story more newsworthy.
3. [Place] [human] journey from [challenge] to [impact]
Why it works:
Human-interest stories are powerful because they tap into universal emotions and experiences. This subject line promises a story that will resonate on a personal level, making it ideal for reporters who want to create content that their readers will remember and share.
Example:
“Detroit Chef’s Journey from Homelessness to Hope"
How to use it:
Center the story around a relatable individual or group.
Highlight challenges they’ve overcome or the impact they’ve had on their community.
Tailor the pitch to a media outlet that serves the same community.
4. A local hero: [person] making a difference in [city]
Why it works:
Journalists love highlighting local heroes—people who are quietly making a big impact. This subject line combines curiosity and community pride, both of which are great hooks for local publications.
Example:
"A Local Hero: Teacher Brings STEM Education to Underserved Schools in Chicago"
How to use it:
Focus on someone whose efforts benefit the local community.
Provide specific examples of their contributions or achievements.
Explain why their story deserves recognition now (e.g., a recent milestone or event).
5. The [biggest/oldest/rarest] [item] saved by [organization]
Why it works:
Superlatives grab attention. Reporters are drawn to stories that claim the "biggest," "oldest," or "rarest" because these qualities add an element of intrigue and uniqueness. This subject line is particularly effective for historical, cultural, or nonprofit stories.
Example:
"The Oldest Quilt in America Saved by the Smithsonian Institution"
How to use it:
Identify a unique item or milestone connected to your organization or project.
Highlight why it’s significant to the community, industry, or history.
Offer visuals or artifacts to make the pitch more compelling.
Tips for Creating Effective Subject Lines
Personalize: Whenever possible, tailor your subject line to the journalist’s beat or the publication’s audience.
Keep It Short: Aim for 6-8 words, or 50 characters, to ensure your subject line doesn’t get cut off in inbox previews.
Spark Curiosity: Leave just enough unanswered questions to make the journalist want to learn more.
Be Honest: Don’t overpromise or sensationalize, as this can backfire and damage your credibility.
A Subject Line is Your First Impression
Your email subject line is the first thing a reporter sees, making it a critical element of your pitch. Using subject lines that are personal, relevant, and intriguing, can significantly increase the chances of your email being opened—and your story being told.
Need more help perfecting your pitch? Let us guide you through the process of getting your story in front of the right media outlets. Together, we’ll create subject lines (and pitches) that truly stand out!
