Peek inside my inbox: 3 pitches that stood out
I get flooded with pitches for experts every time I put out a source request, but few stand out. Here are three that nailed it, and what made them so effective.
Joni Sweet is a seasoned writer, editor, and content strategist with 13+ years of media experience. In this newsletter, Joni reveals insider tips to help PR professionals sharpen their pitches, avoid rookie mistakes, land coverage for their clients, and build stronger relationships with writers.
Here’s how to get her insights on your toughest PR challenges or receive detailed feedback on a pitch.
Hi friends,
When I share that I’m looking for experts for a story—especially on a topic lots of people have insight on—I know my inbox is about to blow up. And sure enough, it does.
Most of those pitches are from PR pros whose clients are more than qualified. They’ve got the credentials, the experience, the relevant background.
But I can’t speak with dozens of experts for every story. At best, I’ll quote three or four—sometimes just one.
So why do I choose one expert over another? It almost always comes down to how they’re positioned in the pitch. And no, that doesn’t mean listing every degree, media mention, and book your client’s ever written in a 700-word block of text. (You’d be surprised how often that still happens. It. Does. Not. Work.)
I need to understand (quickly!) not just what your client knows, but why their perspective is sharper, more insightful, or more useful than the rest.
In today’s issue, I’m sharing three real-world source pitches I received last week that nailed that balance. These are exactly the kind of pitches that rise to the top—whether you’re replying to something I post on Substack or on Qwoted (today’s sponsor, and one of my go-to platforms for sourcing experts).
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3 expert pitches that nailed it—and why they worked
I shared in a recent issue of my Substack that I was looking to speak with travel advisors for a print magazine story focused on leadership advice.
In case you missed it, I snuck the callout in at the very bottom of the newsletter—which had no paywall at the time, by the way. Just saying: it pays to read my Substack (including this issue!) all the way through.
Three pitches, in particular, stood out big time. To offer transparency around what works (and why), I reached out to the PR pros behind these pitches and asked if I could share them here. They both said yes! Take a peek below.
(*Note: All names of companies and individuals in the pitches have been changed, but the rest of the text is exactly as I received it.)
Expert pitch #1:
This one came from Kristjana Hillberg, founder of Media Muze. She has helped me find great sources for at least four years, so when her name shows up in my inbox, I know that there’s probably a gem inside.
She wrote:
Hi Joni!
I work with one of Airbnb’s Top Partner Beach Destinations in Mexico, La Palma Living, who just celebrated their 20th anniversary!
The luxury property team manages over 120 high-end estates, villas and condo rentals located in Los Cabos. Their team is dedicated to making each stay seamless, offering concierge services, activity bookings, and more.
Would you be interested in speaking with Emilio Navarro, the co CEO of LPL for your piece? He manages over 200 employees.
Let me know if he feels like a fit!
Why this pitch works: It’s short, confident, and gets to the point fast. In under 100 words, Kristjana gives just enough context to show that the client is legit—120 high-end rentals, top Airbnb partner, 20 years in business—without overwhelming me with fluff.
She positions the expert with a clear leadership title and a stat that signals scale (managing 200 employees), which is exactly the kind of detail that helps me understand whether someone is qualified for a leadership-focused story. Plus, because I trust Kristjana, I gave this one my instant attention—which is a reminder that building relationships with journalists matters (and there’s a system you can use to get started!).
Expert pitch #2:
This one, along with the following, both came from Phil Novoa, senior strategic director of PR at Madden Media. This was my first time working with Phil, but he instantly earned credibility with me when I saw that he was on the Madden team. I’ve connected with his colleagues several times through in-person events, virtual pitch meetings, and even Flash Consulting sessions.
Here’s the first part of his dual-pitch email: