HiddenSending news to a newsroom in a country you do not live in is harder than sending it at home. You do not know the desks, the habits or sometimes the language. A short checklist helps you avoid the usual mistakes.
What journalists say they want
A 2026 survey by Muck Rack asked close to 900 journalists about pitches. As reported by O'Dwyer's, the answers were:
| Finding | Share or detail |
|---|---|
| Prefer a one-to-one email to a blanket approach | 62 percent |
| Want pitches before noon | 78 percent |
| Immediately disregard a pitch outside their coverage area | 88 percent |
| Immediately dismiss pitches that are overly promotional | 71 percent |
| Immediately dismiss what looks like a mass email | 50 percent |
| Immediately dismiss pitches sent repeatedly without response | 46 percent |
| Preferred length | most prefer 200 words or less |
The report we read does not tell us which countries the respondents work in, so treat the figures as a guide, not a rule for every country. Local customs differ.
Before you write
- Pick the country for a reason. Name the local angle: who in that country cares, and why now.
- Check the language. Pitch in the outlet's language if you can, or at least offer a short summary in it. A native speaker should read it before it goes out.
- Read the outlet. Spend ten minutes on the last month of stories. Note the sections, the tone and the length of pieces.
- Find the right desk. A business story to a sports editor goes nowhere. Look for the section, and for the reporter who has covered the topic.
- Check the calendar. Public holidays, elections and big events change what a newsroom can take. Check local time zones, too, so your email arrives in the morning.
Writing the pitch
Keep it to about 150 words. A structure that works:
- Subject line: what happened or what you offer, in plain words. Leave out words like "exclusive" unless it is true.
- First sentence: the news, and why it matters to this outlet's readers.
- Two or three facts, with numbers and sources.
- What you can offer: an interview, data, photos, a local contact.
- A close: one line, and your contact details.
Attach nothing large. Put a link to the full material instead.
An example, made up
Subject: New study: Danish cities cut bike-theft reports by a third
Dear Ms Okafor, I saw your piece last week on cycling in Lagos. A study published today by a university in Aarhus compares bike-theft reports across five Danish cities and finds a drop where cities added covered parking. Two findings may interest your readers: the cost per space, and how long the effect lasted. I can send the data table and arrange a call with the lead author, who speaks English. Would that be useful? Kind regards, ...
The example is fictional. What matters is the shape: a reason for this reporter, news in one line, facts, an offer, a small ask.
Adapting to the market
- Where English is not the first language, a short local-language summary at the top shows respect and saves the editor a step.
- Where public holidays and weekends differ, do not send a pitch on a local day off.
- Where outlets are small, one person may cover many topics, so say plainly why your story fits their readers.
- Where journalists prefer other channels, such as messaging apps or social media, look at how the outlet invites tips. Some publish a tips address; use that.
Following up
Wait several days, then send one short note. Add something new if you can, such as a fresh figure or a date. If you hear nothing, stop. In the survey, 46 percent said they dismiss pitches sent repeatedly without response.
Keep a log
A simple sheet is enough: outlet, country, contact, date sent, date followed up, result. After twenty pitches you will see which outlets and which angles respond.
Review the log monthly. If one kind of outlet never answers, stop sending there. If a reporter replied once, write down what they liked, because that is the start of a relationship and worth more than another cold email. Respect any request to stop writing, and delete the contact if asked.
Using a contact directory honestly
A directory saves research time. It cannot read the outlet for you, and it does not tell you who is the right reporter. Check every contact page and mailbox before you write, because newsrooms change.
The Newsroom Atlas global edition lists 3,688 news outlets in 207 countries, with contact pages (2,614), public newsroom mailboxes (1,053) and social profiles (3,151). That means about 29 percent of outlets have a public mailbox listed; for the others the entry is a contact page or a social profile. The data was built in September 2026.
Mistakes to avoid
- Sending the same text everywhere. Change the opening for each outlet.
- Pitching a story with no local angle.
- Burying the news below the introduction.
- Writing in poor machine translation. Have a person check it.
- Chasing every day.
Tool that fits
The Newsroom Atlas lists news outlets with contact pages, public newsroom mailboxes and social profiles, as an Excel file. One world region costs EUR 49, paid once. It saves research time, and you still need to read the outlet.
What to do next
The Newsroom Atlas lists news outlets with contact pages, public newsroom mailboxes and social profiles. The global edition has 3,688 outlets in 207 countries; one world region is €49, paid once.
Questions people ask
How long should a pitch be?
In Muck Rack's State of Journalism 2026 survey of close to 900 journalists, as reported by O'Dwyer's, most said they prefer pitches of 200 words or less. Shorter is safer when the reader is working in a second language.
Should I send a mass email?
The same survey reported that 62 percent of journalists would rather get a one-to-one email than a blanket approach, and 50 percent immediately dismiss what looks like a mass email.
How many follow-ups are too many?
The survey reported that 46 percent immediately dismiss pitches sent repeatedly without response. One polite follow-up after several days is a common limit; read the outlet's own guidance if it has any.
Sources
- O'Dwyer's, Delivering pitches that earn coverage (reporting Muck Rack, State of Journalism 2026)
- HiddenWay, Newsroom Atlas edition figures (global edition built September 2026)
We checked each source on 16 October 2026. If a fact here is out of date, tell us at hello@hiddenway.info.