Templates
Journalist response and media pitch templates
Prepare a direct journalist-request response, a proactive evidence-led pitch, a concise follow-up and a factual correction request, with pre-send checks for relevance and approved claims.
These templates provide a decision structure, not a script to send unchanged. Adapt the final message to the journalist, publication, audience, request and evidence.
Delete instructions and unused fields before sending. Never add experience, data, quotations or familiarity that cannot be supported.
Template 1: journalist-request response
Answer the question first, then establish attribution.
Subject line
[Requested subject] - comment from [expert name and relevant role]
Opening answer
Hi [journalist name], [answer the question in one or two direct sentences. Lead with the useful contribution rather than the company introduction.]
Supporting explanation
[Explain why the point matters. Add one concrete example, implication or limitation.]
Evidence
[Provide the approved statistic, experience, methodology or source. State where it came from and any context needed to use it accurately.]
Attribution
[Expert name] is [job title] at [organisation]. [One sentence explaining the experience that is directly relevant to this request.]
Availability and sign-off
[State whether the expert is available for a follow-up, interview or clarification before the deadline.] Best, [accurate sender name], [role and organisation], [approved contact details].
Journalist-response pre-send check
Confirm each point before the message leaves.
- The request is still open
- The response follows the stated format and word limit
- The opening answers the question
- The expert has relevant direct experience
- Every material claim has an approved source
- The biography is concise and relevant
- The message contains no invented familiarity
- Attachments or links follow the requester's preference
- The sender identity is accurate
- The contact has no applicable opt-out, hold or conflict
Template 2: proactive media pitch
Connect the material with the recipient's audience.
Subject line options
New data: [specific finding] across [market or sample] · Expert comment available: [specific development] · Evidence for your reporting on [subject] · Story idea: [clear consequence or change]. Choose the line that describes the real material available.
Opening relevance
Hi [journalist name], [connect the story with the journalist's current subject coverage or publication audience. One accurate sentence is enough.]
Central angle
[State what is new, useful or changing and why it matters now.]
Evidence or access
[Describe the approved data, expert, case evidence, product access, interview or source page available.]
Key points
Three findings, consequences or practical points the journalist can assess quickly.
Source credibility and offer
[Explain who produced the evidence, how it was produced and any limitation.] [Offer the specific next step: full data, methodology, interview, product access, images, commentary or an approved release.]
Proactive-pitch pre-send check
A weaker match is better rejected than sent.
- The journalist currently covers the subject
- The publication and audience fit the campaign goal
- The first sentence explains the relevance
- The angle is more than a company announcement
- The evidence is approved and available
- Limitations and commercial terms are not hidden
- The message is materially adapted to the recipient
- The contact was not recently sent a similar pitch
- No other client campaign creates a conflict
- The campaign's approval and follow-up rules are satisfied
Template 3: concise follow-up
Add value or close the loop.
Hi [journalist name], one follow-up on [specific subject]. [Add the deadline, new evidence or a concise reminder of the useful material available.] If it is not relevant, no reply is needed and I will close the loop here. Best, [sender name].
Do not send this template when the story has expired, the recipient has declined, the address bounced, an out-of-office hold is active or the contact asked not to receive further messages.
Template 4: factual correction request
Correct the fact, not the opinion.
Subject: Factual update for [page or article title]. Hi [name], I am writing on behalf of [organisation] about one factual detail on [page URL or title]. The page currently states: [exact current wording]. The current information is: [concise corrected fact]. Supporting source: [authoritative URL or document].
We are not asking you to change an opinion or editorial conclusion. We would appreciate a review of this factual detail when convenient. Best, [accurate sender name], [role and organisation].
Adaptation questions
Before using any template, answer:
- What does this recipient need?
- What can the brand genuinely contribute?
- What evidence is approved?
- What should be removed because it is promotional or unsupported?
- What action is being requested?
- What would make the message inappropriate to send?
Common language to remove
Replace adjectives with the specific fact, evidence or audience consequence.
- We are delighted to announce
- Revolutionary or game-changing
- I know your readers will love
- Perfect for your article
- Just checking you saw this
- Guaranteed results
- Industry-leading, unless a supportable definition is provided
Frequently asked questions
- Should I copy the template word for word?
- No. Use the structure, then adapt the message to the request, recipient and evidence.
- How much company background should I include?
- Only what is needed to establish attribution and relevance. The journalist can review a linked source page if more detail is useful.
- Can AI complete the template?
- AI can prepare a draft from approved information, but it must not invent experience, statistics, quotations or a relationship with the journalist.
- Should I include attachments?
- Follow the request or publication preference. An approved public source link may be preferable to an unexpected attachment.
- How many follow-ups should I send?
- Use the campaign rule and stop when the message is no longer useful. Repeated reminders without new value can damage the relationship.
Use the structure without sounding templated
Meet Lula matches the opportunity, draws from approved facts, prepares the response and keeps approval and contact history connected.