A personalized PR pitch will always be better than a generic email blast.
Here's 1 elegant way to do that:
Do a SparkToro search for "My Audience follows the social account: <your target publication's Twitter handle>"
(You can do this with a free account!)
Then look at the results: Your audience's "Frequently Used Phrases."
Here's an example using NYT Health. You'd see that people who follow them online also tend to publicly talk about "blood pressure," "older adults," and "physical activity."