Here's an exercise that can help you nail down a concise pitch. Not if you wanted your friend to keep listening. Be equally kind to journalists. Explain your idea of what the story will encompass, what it involves, and how you will assist the reporter. There were about eight more pages, but the journalist didn't bother to read them.
Timing can be incredibly important.
For example, suppose you're an ophthalmologist, and you send your email just as the President is going to have eye surgery. You'll have a great chance of getting a phone call from a reporter. Limit Your Superlatives Don't make the company or person you are pitching sound hard to believe. She probably didn't do whatever you're writing about single-handedly. Describe her actual role.