# PR Pitch Templates

Two proven templates from *Traction* Chapter 7.

## Template 1: Direct Pitch

```
Subject: Exclusive for [Outlet] — [One-line hook]

Hi [Reporter first name],

[One-sentence hook tied to a trend or pain point they cover.]

We're [Company Name], a [short category description]. Today we're [launching/announcing/releasing] [specific thing]. Here's why it matters: [1-2 sentences of emotional/strategic impact].

Specifics:
- [Concrete number or fact]
- [Concrete number or fact]
- [Concrete number or fact]

Demo: [link]

I can give [Outlet] an exclusive [first coverage / early access / embargo until X / data set].

Happy to hop on a 15-minute call this week if useful.

[Founder name]
[Founder title]
[Direct phone] | [Direct email]
```

**Usage notes:**
- Subject line is the most important element. Test multiple subjects.
- Keep paragraphs to 2 sentences max.
- The "exclusive" offer is what distinguishes your pitch from the 50 others the reporter got today.
- Direct contact info at bottom signals you're serious and easy to reach.

## Template 2: Ryan Holiday "Quick Question"

```
Subject: Quick question

Hi [Reporter first name],

I really enjoyed your piece on [specific article, not just "your work"]. The point about [specific insight from their article] resonated because [how it relates to what you're doing].

I have something that might interest your readers. In [timeframe], we've [specific achievement with numbers] — for example, [specific customer/metric/story].

I can give you the exclusive on [what you're offering]. What's your preferred process?

[Founder name]
```

**Usage notes:**
- The "Quick question" subject bypasses reporter spam filters (most PR pitches have promotional subjects).
- Referencing their specific prior work is critical — generic praise ("love your writing") fails.
- Numbers in the second paragraph prove the story is real.
- "What's your preferred process?" puts the ball in their court in a respectful way.

## Template Variants

**HARO response template:**
```
Subject: [Answering your HARO query about X]

Hi [Reporter],

I saw your HARO query about [topic]. I'm [name], founder of [company], and [specific credential that makes you relevant].

Here's my answer: [2-3 sentences of substantive response — not a plug].

Happy to provide more context or specific data if helpful. [Direct contact].
```

**Warm intro request (via investor/advisor):**
```
Subject: Intro request — [Reporter name] at [Outlet]

Hey [Investor/Advisor name],

Would you be willing to introduce me to [Reporter name] at [Outlet]? They cover [category], and we have a story I think would interest them: [one-sentence hook].

I've attached a 1-page overview they can skim. Happy to customize the intro note however works best for you.

Thanks!
[Founder name]
```

## What NOT to Include

- Long company backstories
- Bullet lists of all product features
- Marketing language ("revolutionary", "disruptive", "leading")
- Multiple competing story angles
- Generic "you'd love this" framing without specifics

## Source

Chapter 7 ("Public Relations") of *Traction* by Gabriel Weinberg and Justin Mares. The Ryan Holiday template is attributed to Ryan Holiday's *Trust Me, I'm Lying*, cited in Chapter 7.