The email that works
Subject line: the headline they could run. First sentence: the finding or the news. Second: the evidence. Third: what you can provide, a quote, the dataset, an interview. Then a link and your name.
No attachments, no logos, no paragraph about your brand’s mission. If they want background they will ask.
Timing beats volume
Reactive pitches sent within two hours of a news event outperform everything else. Set alerts for the topics you can credibly comment on and be quick.
For planned stories, mid-morning midweek is the least bad time. Avoid Fridays and avoid anything embargoed unless they agreed to it first.
Why you are being ignored
Usually one of four things: the story is about you rather than their readers, it is not new, there is no evidence behind the claim, or you sent it to someone who does not cover your beat. Check all four before blaming the journalist.