4 Must-Have Elements in a Successful Media Pitch When you're trying to build buzz about your startup, consider the details. Here are some absolute must-haves in your pitch to the media.

By Dave Clarke Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

4 Must-Have Elements in a Successful Media PitchI've written about what not to include in a media pitch if your goal is to actually get someone to open it and read it. Bet you know what's next. Yep. Here are four elements that absolutely must be in your pitch:

A useful subject line
I recently saw a tweet from Rafe Needleman of CNET which went something like this: "PR Tip: You have a subject line... USE IT!" Too often, people use worthless subject lines in their pitches. Think "Please read!" or "URGENT!" (These are real, I kid you not.) Your subject line is your make or break. If it's interesting and relevant, the email gets opened. If it's vague, the email gets deleted without a second thought. Make sure your subject line is specific, concise and relevant to the recipient. Even better if you can make it interesting. Think objectively: Would you open this email?

Related: 3 Things Your Media Pitch Doesn't Need

A point
It may seem obvious, but ask any media type how many pointless pitches fill their inbox. Naturally, you're thinking, "My pitch has a point. It's my product and it's awesome." That's only half the battle though. Your pitch needs to have a point that resonates with what your recipient actually cares about. Let go of the "you should cover my company!" idea. Instead, latch your company or product to something the reporter's audience cares about, right now. Go back and read a few recent articles and reader comments to get a sense. Poke around their Twitter account too.

Brevity
The rule is simple: The longer it takes for you to effectively communicate your pitch, the higher the likelihood your email will get deleted. Think, short sentences, small paragraphs. Even better? Condense your email into just a few lines. This is easier said than done, but, for an intro email, sometimes that can be an effective teaser. Example: "Hi Kelli - Saw you're covering summer travel savings. Thought you might dig this: [Product name]. Basically helps [Kelli's audience] with [something Kelli's audience cares about!]. Give a shout if interesting." Bottom line: Keep it short and simple.

Related: Three Ways to Get the Media to Pay Attention to Your Young Company

Links
Never send unsolicited attachments. Instead, give your recipient the ability to learn more with... wait for it... links! Links to stuff that's actually useful! Put yourself in your recipient's shoes. If you're interested, what more would you want to know? Be clear about what each link leads to (i.e., For some screenshots, go here: LINK. For a video demo, go here: LINK.). And to keep the email clean, use shortened links or just hyperlink action words, such as "go here."

So while every pitch (and recipient) is different, these basics should always be included.

What's your best tip for pitching the media? Leave a comment and let us know.

Dave Clarke

Founder and lead strategist, AuthenticMatters

Dave Clarke is the founder and lead strategist at AuthenticMatters, a digital strategy firm that helps companies - from web startups to brick & mortars - acquire the right customers to the right products for the right reasons. Email him at dave@authenticmatters.com to learn more or grab a beer if you're ever in Philly or New York.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

'I Was Called Crazy': This 27-Year-Old's Side Hustle Hit $30,000 a Month in Under a Year — Now It's Worth Millions

Changing regulations forced Angel Rodriguez's jet ski rental company to shut down, and the young entrepreneur had to figure out his next move — fast.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Science & Technology

Want to Make Money With AI? Here Are Easy Steps to Unlock Explosive Profits in 2025

Learn to turn Google AI Studio into a profit-boosting machine with this three-step framework. Train AI to analyze data, uncover sales opportunities and maximize profits.

Side Hustle

This 31-Year-Old Spends 2 Hours Per Week On His $3,000-a-Month Passive Income Side Hustle: 'Trust Your Vision'

Hansel Moore's home office "wasn't cutting it" — so he found another place to be creative.

Business News

'How Vulnerable Senior Investors Are': Morgan Stanley Was Ordered to Pay $843,000 to an Elderly Widow Who Was Scammed Out of Millions (and Not By Them)

The scheme involved multiple criminals who pretended to be technical support staffers, employees at the bank, and even government workers.