Write the Perfect Pitch - Get Maximum Exposure for Your Public Safety Project
When you write a pitch to the media to get maximum exposure for your project, you need to be precise and relevant. Reporters covering public safety can make your message reach the public fast. You have seconds to grab attention. Be clear. Be concise. Be credible.
Know your audience
You're pitching reporters who cover public safety and emergency response. They want stories that help the public understand what's happening and how to stay safe. Public safety reporters get dozens of pitches every day. If your pitch doesn't show you know their beat and why your story matters to their audience, it gets deleted. Research their recent stories. Mention them. Show why your pitch fits their coverage.
Subject line matters
Your subject line must be short, direct, and relevant. Aim for 3 to 6 words. For example: "Local EMS staff burnout" or "Fire safety campaign launch." Avoid hype words. Reporters notice subject lines like "groundbreaking" or "urgent" and often delete them.
Hook them fast
Start your pitch with a sharp hook. Use statistics or a story. For example: "Last month our EMS unit saw a 25 percent increase in call volume and over 60 percent of shifts exceeded mandatory overtime." That frames the problem clearly and shows immediate relevance.
Keep it under 150 words
Reporters appreciate brevity. Use this structure:
Hook or key problem
Why it matters to the public now
Your data or credibility
What you can offer (interview, photos, data)
Clear ask
Aim for concise sentences. Avoid filler words.
Tie it to a current issue
Public safety news is driven by timeliness. Link your pitch to ongoing events: severe weather, staffing challenges, recalls, or new tech such as Next Gen 911 or app launches like PulsePoint. That gives your pitch urgency and news value.
Offer credibility at a glance
Include data or expert sources. For example: "Our community survey in June shows 58 percent of first responders report burnout." Offer a spokesperson who can speak on camera, ideally someone at the agency or a credible third party. Reporters and editors value original data.
Personalize each email
Address the journalist by their Name and reference a recent story they wrote. By personalizing your contact, it shows you respect their beat. Generic, mass emails rarely get responses. Personalization increases trust and opens doors for deeper engagement.
Email 101
Journalists covering EMS, fire, or police prefer one-on-one outreach by email. Mass emails or press blasts hurt your credibility. Always send pitches individually, tailored to each reporter.
Timing and follow-up
Send pitches midweek, ideally Tuesday or Wednesday morning. That's when newsrooms are most active. If you don't hear back in two or three days, send one brief, polite follow-up. Limit to a single follow-up. Reporters don't appreciate repeated outreach.
Use your human voice, not AI alone
AI tools can help write drafts. You should edit every pitch manually. Public safety reporters spot a generic or automated tone fast. Use AI to draft, then add your human touch. Include real examples or anecdotes. Mention past missteps if needed and show how you improve transparency.
Build relationships, not one-time coverage
Treat pitching as part of a broader relationship with the media. Offer consistent updates over time. Share quality stories such as fire safety outreach events, data from citizen preparedness campaigns, or community response programs. Over time, reporters trust your agency as a reliable source.
Sample pitch under 150 words
Subject: EMS staffing strain threatens winter surge
Hi [Name],
Our midsize regional EMS unit saw a 23 percent increase in calls in June and July, and over half of our crew reported fatigue and staffing gaps. That matters now because winter demand always rises.
We can arrange an on-duty paramedic or our union rep for an interview, share de-identified internal stats, and provide photos of recent outreach events.
Would you like to speak this week or receive a one-page summary?
Best,
[Your Name]
[Title], [Agency]
[Phone]
Include any supporting materials: Consider attaching or linking concise backgrounders, fact sheets, or visuals (like photos or infographics) that can make the story easier to cover.
Add expert quotes and trends
Include quotes to frame trends. For example:
"Effective communications in crisis rely on clarity and trust, not spin," says retired police chief Chris Jahnke, who trains PIOs and stress-tests their skills with mock press conferences.
The quote backs your pitch with outside credibility.
Pull in public safety statistics
Use recent data:
Public safety reporters cite statistics like EMS call increases, firefighter staffing trends, or response time metrics.
Mention agency surveys or national data where possible, such as staffing shortages reported nationwide in 2024 and 2025.
Tie in technology rollouts and localize them if technology like Next Gen 911 or the PulsePoint app is used in your area or state.
That gives your story weight.
Measure your success
Track metrics: open rate, response rate, coverage hits, and whether public awareness improved. If the open rate is under 40 percent, test your subject line or list. If responses are below 3 percent, refine your hook or offer. Effective public safety outreach should aim for 4 to 7 percent responses if your list is well-targeted.
Common mistakes to avoid
Don't:
Send long, vague pitches over 300 words
Use hype or jargon such as "industry-leading" or "unleash"
Mass-pitch without personalization
Ignore timing or follow-up
Rely on AI without editing
Pitch the wrong reporter
Why this matters for public safety
Agencies need to earn and keep trust. A good pitch does more than land a headline. It delivers clear information, builds transparency, and shows the public what you're doing to keep them safe. Whether you're launching a safety campaign, explaining resource shortages, or highlighting new technology, assertive media outreach helps the message land where it matters most.
Clear, credible, and timely media pitches improve communication and help serve your community.