Every month during our Pitch Palooza events, journalists from outlets like Fortune, AdExchanger, Glossy, Retail TouchPoints, and U.S. News & World Report join the OnePitch Community to share what makes a great pitch.

From those live sessions (plus a few Coffee with a Journalist chats), we’ve brewed up the ultimate potion for PR success: a mix of precision, timing, credibility, and just a little charm.

So grab your cauldron: here are the six ingredients for a truly spellbinding pitch.

🪄 Ingredient #1: A Subject Line That Casts a Spell

A strong subject line can make or break your chances, and every journalist from our Pitch Palooza sessions agrees.

• Ed Kovacs (SecurityWeek) said he gets 100+ pitches a day. If the subject doesn’t clearly show the value for his readers, he moves on.

• Jesse Scott (Forbes Travel Guide) called the subject line “your gateway into everything.” He loves seeing event dates or timely hooks right up top.

• Andrew Couts (WIRED) and Connie Guglielmo (CNET) both warn: skip clever puns and go direct. Your words should clarify, not confuse.

• Jill Manoff (Glossy) says she’s drawn to subject lines that connect brand stories to cultural moments, not just product launches.

💡 Spell Tip: Keep it clear, relevant, and timely. Leave the gimmicks to the haunted house.

🧃 Ingredient #2: Clear, Concise Context

In every Pitch Palooza, reporters tell us the same thing: they don’t have time for mystery.

• Cole Claybourn (U.S. News & World Report) wants the “what, why, and why now” within seconds.

• Andrea González-Ramírez (The Cut) loves short, skimmable pitches she can summarize to her editor in one line.

• Joni Sweet (freelance) says the best emails are short but structured, and she’ll ask for more if she’s interested.

• Chandler Plante (POPSUGAR) reads on tone: “If you sound like you read us, that’s a huge plus.”

💡 Spell Tip: Boil it down to the essence: “Here’s the story, here’s why it matters, here’s why now.”

🧪 Ingredient #3: Credibility, Not Clichés

You can’t enchant a journalist without proof.

• Leo Schwartz (Fortune) wants facts, not fluff. “If it’s not credible, it doesn’t matter how it’s written.”

• Kia Kokalitcheva (PitchBook) says exclusives and concrete data make a pitch irresistible.

• Nicholas Rice (People Magazine) appreciates PR folks who consistently bring verified sources and accurate quotes.

• Cassie McGrath (Morning Brew) added that when a pitch checks out, she’s far more likely to open the next one from you.

• Chris Kelly (Marketing Dive) shared during Pitch Palooza that brands willing to name names, share data, and offer exec access instantly earn credibility and that vague “major CPG brand” claims don’t cut it.

💡 Spell Tip: Back up every claim with data, sources, or access. Otherwise, your magic turns to smoke.

🕯️ Ingredient #4: Data and Visuals That Light the Way

Visuals are your potion’s shimmer. They help reporters see the story.

• Heather Taylor (GoBankingRates) loves data-driven pitches with clear visuals or bullet points.

• Andrea González-Ramírez (The Cut) said she prefers quick stats that break up dense text.

• Nicole Silberstein (Retail TouchPoints) says PR pros should ground claims in real consumer data: “Don’t just say shopping habits changed. Show me how much.”

• Chris Kelly (Marketing Dive) highlighted that data and visuals work best when paired with transparency — share enough specifics for other marketers to learn from.

💡 Spell Tip: Think charts, comparisons, and clean structure and not spreadsheets from the underworld.

🧙 Ingredient #5: Personalization and Relevance

Generic pitches are like ghosts: invisible.

• Jesse Scott reads on when a pitch references something he’s written before.

• Heather Taylor said even a nod to her recent coverage helps the email stand out.

• Joni Sweet said referencing her previous work proves you’ve done your homework.

• Sean Malin (Vulture) said PR pros who know his niche (pop culture, humor, media criticism) instantly rise above the noise.

• Andrea González-Ramírez reminded everyone that “DMs are a hotter mess than my email.” Keep it professional.

• Sarah Sluis (AdExchanger) shared that the best pitches reference why a story fits her coverage area or column angle, not just the product itself.

💡 Spell Tip: Treat journalists like collaborators, not recipients. The more tailored your pitch, the stronger the spell.

🩸 Ingredient #6: Timing That’s Frighteningly Good

Even the perfect pitch can flop if it lands at the wrong time.

• Ed Kovacs warned that predictable awareness-day hooks get ignored.

• Kia Kokalitcheva suggested giving at least a week for embargoed stories so teams can plan coverage.

• Susannah Snider (U.S. News) said most outlets plan four to six weeks ahead,  so pitching last-minute rarely works.

• Chris Kelly reinforced this, explaining that embargoed news lets him prep for Marketing Dive’s daily 11 a.m. newsletter and choose the strongest stories.

• Jill Manoff said timing is everything in fashion and beauty, so tie your pitch to seasons, drops, or industry moments for maximum impact.

💡 Spell Tip: Serve your pitch hot and not when every other witch is casting the same spell.

🧹 The Final Spell

Your pitch is like a potion: too many random ingredients and it fizzles. But when you balance subject line, brevity, credibility, visuals, personalization, and timing, you get something that actually works.

All of these insights come straight from journalists who’ve joined our Pitch Palooza sessions inside the OnePitch Community. If you haven’t joined yet, you’re missing monthly feedback from top reporters and live pitch reviews you can learn from in real time.

Want to see who’s joining us next month? Check out the Pitch Palooza schedule here.

💫 Want to Learn More?

Want to keep mastering your pitchcraft? These three reads will help you sharpen your spells even more:

• Pitch Guide: Leo Schwartz, Fortune — Learn what catches the eye of a national business reporter covering fintech, crypto, and venture capital. Leo shares why credibility, exclusivity, and timing are the real magic words when pitching major outlets.

• Pitch Guide: Sarah Sluis, AdExchanger — Get insight into how this editor evaluates pitches about ad tech and marketing. Sarah breaks down what makes a story feel fresh — and how to avoid sending pitches that vanish into thin air.

• Coffee with a Journalist: Jill Manoff, Glossy — Take a peek into the mind of a fashion and beauty editor who gets hundreds of pitches a week. Jill reveals how she spots authenticity and what kinds of brand stories truly sparkle.