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Two very important ingredients for a good press pitch

press pitch

If you want to be featured in a publication, the first thing you need to do even before you can start a press pitch campaign is to have tools available to you. It’s very simple: no tools, no results. Poor tools, poor results. As I said many time before, I get anything between 150-200 pitches a day. I ignore 99% of them. Why? The biggest problem for me is that I can’t do anything with the material presented to me.

Surprisingly, most pitches I get are actually highly researched. They clearly understand what stories we’re looking for. It’s very frustrating when I know that someone spent time researching but didn’t invest enough time, resources and thinking into the presented content. As magazine publishing is going through challenging and changing times, it’s more important than ever before to grab people’s attention through emotion. We need to feel connected, to become part of your mission. 

So  here are my two very important ingredients for a good press pitch:


The most important element of successful press pitching is your story. No other brand can be like yours. Brand storytelling goes well beyond your USPs. As an editor, I’m most interested in a story that my readers can relate to. Hence, the focus of your story should be on:


What has led you to start your own brand? What was missing in the market?

Problem solution

The next step of your story is to identify the solution to the frustration / problem you had. Customers, and indeed our readers, have become immune to selling products. They need to feel an emotional connection with your brand.

How do you solve their problem with your product? Is it aspirational, status, emotional or practical? How do you want them to feel when they experience it?

Your background

Every press pitch should have a little story about the brand founders and their own journey.

Founder’s quote

Always include relevant quotes about the new product, service or collection. Think about how you, as the founder, feel about it. Share your thoughts.


Without great photography, one cannot promote their brand effectively. Always invest in best photographers and teams who understand your brand – your values, ethos, purpose, mission and vision. A wedding photographer will not deliver on-brand promotional imagery required for storytelling features unless they have a commercial and marketing mind.

Lifestyle shots

The most important type of photography is lifestyle images. Model shots should be promoted with a full model’s head (we do not accept cropped model’s faces unless we are confident in building a strong story around them). Dynamic images which let our readers in are always preferred. A mix of lifestyle product shots with supporting non-product shots are always preferred.


Stills are a great supporting addition to lifestyle shots. Products which can be placed in a home or customer’s/reader’s life-style trigger imagination and help to create a desire/need. One example is heels at the edge of the bed or in a dressing room, as well as shown on a model.

Product shots

For shopping and product pages, all products should be also be available on no background as .png files.

Founder profile image

Always helpful to support the brand story.

Further readings:

Press pitch example
How to write a good press release yourself

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