Pitch spec2026
- Channel
- One-to-one email
- Length
- Under 200 words
- Timing
- Before noon
- Follow-up
- One, with something new
Based on Muck Rack's State of Journalism 2026.
Media outreach · United States
Adult media outreach, one reporter at a time
Adult media outreach is how a brand's story reaches the reporters who will actually write it. For adult, sexual wellness, dating and nightlife brands, mass pitching does more harm than good. We send short, personal pitches to a small number of reporters who already cover the angle, and we build them on what journalists say they want.
What reporters told Muck Rack
Muck Rack's State of Journalism 2026 surveyed journalists early this year and kept 897 responses, most of them in the United States.
- 86%say at least some of their stories began with a PR pitch
- 43%say they seldom receive pitches that match what they cover
- 88%immediately delete pitches that miss their beat
- 69%prefer pitches under 200 words
The same survey found journalists value clear relevance to their beat most, then interview access to credible sources, then original data. Those three decide how we build every pitch.
A pitch, annotated
An illustrative pitch for a fictional dating app. The brand is context; the news and the spokesperson lead.
- Subject
New survey: 1 in 3 dating app users now verify matches before meeting
The news in the subject line, with a number.- Opening
Hi Dana, you covered the new state age-verification rules last month, so this may be useful.
Proof we read their work.- The news
Our survey of 2,000 US adults found one in three now check a match before a first date. The full data is attached.
One finding, stated plainly.- The source
Our head of trust and safety can speak on the record this week.
Access to a real person.- The ask
Would a short call or a written comment help?
One question, easy to answer.
About seventy words, one finding, one person, one question. The data behind a pitch like this is the subject of our guide to data-led PR for adult brands.
The rules we keep
- Every reporter is chosen by reading their recent work, not pulled from a database by keyword.
- Nothing explicit in a pitch, a subject line or a link.
- Spokespeople are real, named and prepared, and every claim can be backed up.
- One follow-up at most, and only with something new.
- An exclusive goes to one reporter at a time, and we say so.
Choosing the story comes first; see adult PR. Measuring what the coverage did is on adult digital PR.
Outreach is part of every package
Save 20% · Most chosen
Newsroom
Monthly pitching for brands with a steady flow of news.
$4,800 a month with a 6-month commitment
Flexible monthly $6,000
- A fresh media map every month
- Pitches written for each reporter
- Spokesperson preparation
- Reply tracking and coverage file
Building a media list
| Step | What to check |
|---|---|
| Find the beat | Reporters who covered similar stories in the past six months |
| Read their work | Tone, angles and whether they cover adult categories at all |
| Check preferences | How they want to be pitched, from their bio or past statements |
| Keep it short | A focused list of the right people beats a long list of maybes |
Following up without annoying
One polite follow-up, a few days after the first pitch and with something new, such as a fresh data point or an available interview slot, is usually the limit. If there is no reply, move on and note it; a reporter who did not reply this time may welcome a better-matched story later. Never send the same pitch to several reporters at one outlet without telling them.
Preparing for interviews
Spokespeople for intimate brands face questions that can be personal, sensitive or provocative. Prepare three key messages, the facts behind them, and calm answers to the hardest likely questions. Agree with the reporter beforehand what the interview covers, and never go off the record without a clear, shared understanding of what that means. After the interview, send any promised data or images promptly.
When the answer is no
Many outlets have editorial policies that limit coverage of adult products or services. A "no" is useful information: record it, respect it and do not pitch the same outlet the same kind of story again. Some reporters who decline a product story will welcome expert comment on a policy or health topic later in the year. Relationships built on respect last longer than any single placement.
A pitch template, in outline
| Part | Content (illustrative) |
|---|---|
| Subject line | The news or angle in under ten words |
| First sentence | Why it matters to this reporter's readers |
| Two or three facts | Data, quotes or access on offer |
| Offer | Interview, data set or images, with availability |
| Sign-off | Name, role, direct contact |
Keep the whole pitch under 200 words, as most journalists in Muck Rack's 2026 survey prefer.
Relationships over campaigns
The best outreach builds relationships that outlast any one story. Read what reporters publish, share useful information even when there is nothing to pitch, credit their work, and never waste their time with irrelevant news. Over a year, a handful of reporters who trust the brand's spokespeople will produce more coverage than any mass campaign.
Exclusive offers to the right reporter
For important news, offering one well-matched reporter an exclusive often produces stronger coverage than a wide release. Choose someone who has covered the category fairly, give them enough time and access, and agree the terms before sharing anything. If they decline, move to the next name on the list rather than offering the same exclusive to several reporters at once.
Timing pitches
Reporters plan around news cycles and seasons. Pitch evergreen stories early in the week, avoid major news days, and send seasonal ideas weeks or months ahead: holiday gift guides are often planned by late summer. For time-sensitive comment, send a short note as soon as the news breaks, and keep a briefed spokesperson available for the rest of that day.
Linked guides
The angles worth pitching are covered in adult PR story angles, data in data-led PR, and spokespeople in expert commentary. Outreach is included in every package on pricing. When the goal is protecting a name rather than promoting it, see brand reputation.
Local and regional outlets
Local outlets are often more open to stories about nightlife venues, wellness shops and community events than national ones. A new venue, a charity partnership or local hiring can make local news, and local coverage helps both reputation and local search. Pitch local reporters with genuinely local angles, and invite them to see the place for themselves where appropriate, at a quiet time of day when staff can talk.
Record keeping
Keep a simple record of every pitch: who, when, what, and the outcome. It prevents duplicate pitches and shows over time which reporters and angles work best.
Outreach reports
| Measure | What it shows |
|---|---|
| Pitches sent and replies | Whether targeting is right |
| Coverage secured | What the outreach produced |
| Outlets that declined, and why | Where not to pitch again |
| Relationships built | Reporters who now ask for comment |
Fees are on pricing, and pitching in our guide to pitching the media.
On the record
Few, and each one on purpose. We would rather send twelve pitches to reporters who cover the angle than three hundred to a list. Journalists told Muck Rack in 2026 that half are put off by what look like mass emails.
Many will, if the story is about something their audience cares about and nothing in the pitch is explicit. We lead with the news, name the spokesperson, and keep the brand as context rather than the headline.
Once, a few days later, and only with something new. Cision found in 2025 that most journalists consider one follow-up the limit.
Yes. You approve every angle and the spokesperson quotes before anything is sent.
Usually one, a few days later and with something new. After that we move on and note the outcome.
For immediate release
Your brand has a story. Let us find the reporter who wants it.
The PR opportunity review is free. Tell us about the brand and any news coming up, and we reply with the angles we would pitch, the outlets that cover them, and what to leave alone.
Request a PR opportunity review