If you’ve been reading our recent newsletters, you probably know that our Pitch Writing Masterclass is coming up soon!

How to write media pitches that actually get press, is one of the most common questions we’ve gotten since starting Wolf Craft. It’s something we’ve talked about in many newsletters and workshops, but until now, we’ve never dedicated a session exclusively to this topic.

We’ve been busy finalizing the content for this brand new masterclass and are super excited about how it’s shaping up. If you’ve been emailing editors and have that gut feeling that your emails could be a bit stronger or clearer, we think you’ll get a lot out of this session.

With this in mind, we also went through the Zoom archives of our past workshops and pulled out three Q&As about pitch writing.

Q: What are the best practices for making an initial pitch to a publication- email vs. sending samples vs. a snail mail pitch?

A: One of the things that Kirsten and I built our business on was design thinking methodology. One of the main pillars is empathy.

So if we think about this editor who is getting a zillion emails a day AND is probably working from home AND home is likely a small NYC apartment since a lot of the media live in NYC—they don't want unsolicited samples. If everyone sent them a sample they would run out of space in their home almost immediately.

For that first email, there are a couple of things to keep in mind.

You can't ask an editor to write about you.

You're offering them information that will make their job easier so that they can give that information to their readers.

DO THIS: Use language like, "I think you might be interested in this story because I noticed like your readers are interested in (insert relevant topic)."

NOT THAT: This is such a better email than, "I would really love for you to write about me", or "it would really help me out."

Honestly, it's not an editor's job to help you out.

Ultimately, remember to have empathy. Keep it brief, make it an interesting pitch, provide them value, and give them images that they can use.

Also generally don't send snail mail unless they've already written something about you and then you can send a thank you card.

Q: When we pitch, are we suggesting things to the editor? How do we know the themes they are thinking of pursuing, like for a gift guide or product feature?

A: So there's no way to know right. No one is a mind reader. But there is a way to answer this question—research. Seeing what an editor has covered in past gift guides will tell you a lot about the themes they may be doing this year.

Then, when you reach out to an editor you can say something like “I noticed last year that you did a music lover-themed guide. Are you working on a music-focused theme again this year?”

When you dig into past years, you’ll notice some themes carry across several years. There's one magazine that does a horoscope theme every single year. If you go back in time and look at 2023, 2022, and beyond three will always be a horoscope-themed guide. So I have really good faith that they're going to do a horoscope theme this year.

A lot of the time editors don't know what their themes are going to be really far in advance. But, if you’ve done your research, you’ll know the types of products and price points they typically feature.

At the end of the day, publications have a clear point of view. They know who their audience is. So even if you don't know the theme, you’ll know more or less what they like to publish because you’ve done your research.

Q: What are your top two or three tips for writing the actual pitch email?

A: Empathy (again). Always keep the email receiver in mind. Editors receive 100+ emails a day. Give them an email that is short and sweet and helps them do their jobs.

Don't include attachments.

Embed low res images that load quickly.

State (quickly) how what you’re pitching relates to what they write about.

And of course, introduce yourself.

Approach it from the perspective of being helpful to them—

“I have something that I think your readers would be really interested in because I noticed X, Y, Z themes in the articles you write. I already have the images ready and here's two or three things that you might want to know about…”— you're much more likely to get into that publication because, you're there to help them.

Master the PR Pitch - the deets

A Masterclass for creative businesses ready
to get press in 2025

You’ll get actionable advice on how to:

• Structure an effective media pitch email that editors want to read

• Talk about your work in a way that works in a pitch

• Format your pitch and include images that grab attention

• Suggest multiple products or projects in one pitch without overwhelming editors

• Plus, we’ll review how to do follow ups, where all the magic happens

How the Masterclass will work:

• Live on Zoom

• April 8th, 2025 | 4:00 - 5:30 pm EST

• Includes a 30-minute open Q&A session to ask PR questions specific to your business

• You’ll get access to the recording for one year to reference when you need it.

Thanks for giving us a bit of time in your inbox!

Nora & Kirsten

PS- our 5-year Anniversary Sale is still live! Get 25%-off PR tools with the code “Wolf-Craft-Five” at checkout!

How to work with us

If you want to get great at telling your story, for more
press and more clients, we can help!