If your pitch is dying in a journalist’s inbox, try this instead

If your pitches aren’t landing, the problem is likely your approach.

Media relations now runs on two tracks, where there’s legacy media — and then there’s everything else under the sun.

“The most important thing when it comes to a pitch is the audience, both internally and externally,” said Savannah Stevens, talent manager at The Washington Post, speaking at Ragan’s 2025 PR Daily Conference.

Today, many PR teams are under immense pressure and they tend to focus on chasing big-name placements without thinking about whether the outlet, angle or timing makes sense, she said.

“Is that actually the right end product? Is that really aligned with our KPIs?” Stevens said.

This misalignment frequently shows up in journalists’ already-crowded inboxes.

“Journalists are inundated with information,” she said. Generic blasts, outdated lists and unclear hooks don’t stand a chance anymore, Stevens said.

Subject lines

The subject line carries more weight than most teams realize, she said.

“It’s your best chance to show the story that you’re trying to tell,” Stevens said.