Pitch
Definition
A personalized email or message sent to a specific journalist or editor proposing a story idea about a restaurant. Unlike a press release (which is broadly distributed), a pitch is tailored to the recipient's beat, publication, and past coverage.
Why It Matters for Restaurants
The pitch is the most important tool in a restaurant PR professional's arsenal. A great pitch is concise (under 200 words), leads with the hook, explains why the story matters to that outlet's readers, and includes a clear call to action (visit, taste, interview). Mass email blasts disguised as personal pitches are the fastest way to get blacklisted by food journalists.