Many print and online media outlets provide guidelines of how to best get coverage in their publications. While they are bombarded with media pitches, sometimes just following their suggested guidelines can really help.
Here is an example from VON Magazine’s VON Focus eLetter, which is sent to over 62,000 subscribers.
Check the media you are pitching to see if they have similar guidelines. It really makes your life (and the media your are pitching) much easier.