Pitching Media That Speaks to Gen Z (and Avoiding Cringe)

Pitching Media That Speaks to Gen Z (and Avoiding Cringe)

Gen Z doesn’t just consume media—they dissect it, remix it, and call it out. For PR pros and marketers trying to reach this sharp, savvy, and socially tuned-in generation, traditional pitches rarely land. Worse, they risk going viral for the wrong reasons.

If Gen Z is your audience—or your subject—here’s how to pitch media that speaks their language without sounding like you’re trying too hard.

1. Drop the Buzzwords. Seriously.

Gen Z can smell corporate language from a mile away. Avoid:

• “Disruptive”
• “Empowering the next generation”
• “Next-level innovation”

Instead, write like a person. Use plain language. And if there’s a trend reference? Know it deeply—or skip it completely.

2. Lead With the Cultural Insight

Don’t start with the product or launch date. Start with the why that matters to Gen Z:

• “Why Gen Z is tired of perfect skincare influencers—and what this brand is doing differently”
• “How one app is replacing TikTok for Gen Z in rural communities”

Center the cultural shift. Then introduce the brand.

3. Speak to the Media That Speaks to Them

Pitch creators, Substack writers, and youth-driven publications—not just mainstream outlets. Think:

• Teen Vogue, PAPER, i-D, Nylon
• Pop culture newsletters with sharp POVs
• Podcast producers and video essayists

The medium matters. So does tone.

4. If You Reference a Meme, Don’t Explain It

Trying to prove you’re “in on the joke” is the fastest way to show you’re not. Instead:

• Use tone that aligns with their humor (dry, self-aware, layered)
• Let visuals or references be subtle nods, not copy/paste moments

5. Highlight Actual Gen Z Voices

Instead of talking about Gen Z, feature them:

• Include quotes from young founders, creators, or community members
• Share user-generated content in the pitch
• Offer up Gen Z subject matter experts, not just execs

Representation builds credibility.

6. Pitch News, Not Narratives

Gen Z-focused outlets want timely, relevant, actionable stories. Position your pitch like a story that:

• Explains something happening now
• Challenges an assumption
• Spotlights a rising movement or shift

A Gen Z slant isn’t a hook. The story is.

Final Thought

To pitch Gen Z media successfully, don’t pander—participate. Know the culture. Respect the nuance. And above all, bring something real to the table. Because if Gen Z doesn’t trust it, they won’t just scroll past it. They’ll call it out.

Make sure your next pitch invites engagement—not eye rolls.