How do you pitch a story to a journalist in a way that stands out?
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Getting your story noticed by a journalist can be challenging, especially when they receive hundreds of pitches every day. How do you stand out from the crowd and convince them that your story is worth their time and attention? Here are some tips to help you craft a compelling pitch that will get you a response and a coverage.
Know your audience
Before you write your pitch, do some research on the journalist and the outlet you are targeting. What kind of stories do they cover? What tone and style do they use? What are their interests and preferences? How do they like to receive pitches? By knowing your audience, you can tailor your pitch to their needs and expectations, and show them that you have done your homework and respect their work.
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Actually, you have this backward. Identify YOUR audiences FIRST. Only then can you research the media outlets and journalists who cater to those audiences. Don't waste your time with a "shotgun" approach; you'll be ignored by most media and your future pitches will be tossed before they're even considered.
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Audience is importance, but consider the newsworthiness of your pitch. The meaning of news will differ by publication, but here’s what to consider when determining what’s newsy: 1. Timeliness - Does your pitch feel current or fresh? Is it new? 2. Relevance - How does your pitch relate or connect to others? How does it inform, inspire, and/or relate to a publication’s audience? 3. Impact - What’s the impact? How does this affect a broad swath of people or a key segment/audience? 4. Tension - Every story needs tension or conflict. What are the push/pull factors? What is the obstacle or challenge? What’s the sticking point in your pitch that’ll draw people in.
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Find your angle
A good pitch has a clear and specific angle that shows why your story is relevant, timely, and interesting for the journalist and their readers. Don't just send a generic press release or a vague idea. Find a hook that connects your story to a current trend, a problem, a solution, a controversy, or a human interest. Use data, facts, quotes, or anecdotes to support your angle and make it more credible and appealing.
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Find more than one angle if you can. Go with the strongest in your intro but include more as the story progresses. Reporters might find a different angle - not necessarily the one you've led with - works better for their audience.
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I agree, and the pitch must be timely to be relevant to the current news cycle. Sometimes it can be a longer news lens related to your pitch, but if it’s a daily story then you have to offer your pitch the same day or if it’s later make sure it advances the story.
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Write a catchy subject line
The subject line is the first thing that the journalist will see in their inbox, and it will determine whether they open your email or delete it. Therefore, you need to write a catchy subject line that summarizes your angle and captures their curiosity. Avoid spammy, boring, or misleading subject lines that will make them ignore or distrust you. Instead, use keywords, questions, or teasers that will entice them to read more.
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Give the editor, producer or journalist reasons to read on - but keep your lede brief - feature your newest news and how that's important to people (economies, science, laws and politics don't read!)
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Don’t try to make the subject line too clever or corny and avoid click bait - we are not sub editors. Keep it simple, brief and to the point - what it says on the tin.
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Keep it short and simple
Journalists are busy and have limited time to read your pitch, so keep it short and simple. Ideally, your pitch should be no longer than three paragraphs, and each paragraph should have one main point. Use clear and concise language, avoid jargon and fluff, and format your pitch for easy readability. Use bullet points, subheadings, or bold text to highlight the key information and make it easy to scan.
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•Brevity is the way; bullet points and subheadings are definitely helpful •Include relevant points and enough background •End with call to action
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If you are offering more than one person to interview make sure to bullet those out and add a very short blurb with what each can bring to the story.
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Show your value
Your pitch should not only tell the journalist what your story is about, but also why they should care and how it will benefit them and their audience. Show them the value of your story by explaining how it will provide them with exclusive, original, or useful information, how it will help them meet their goals or deadlines, how it will engage or educate their readers, or how it will fit their editorial calendar or agenda.
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You have to come at the pitch from the reporter's perspective, not yours or your business's. Be honest with yourself about what is and isn't a story, and try to link your pitch to issues and themes that the reporter has already shown an interest in. Recognize that if you have a feeling that the story isn't strong enough for the reporter, maybe this isn't the one for them.
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Literally, show them an image or video clip to tease them. Helping a journalist actually see the story with a compelling visual works. It can be a simple picture and cutline. Then the journalist can imagine themselves in that scene covering the story and coming away with good visuals, too. This enriches the story and gets attention.
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Follow up politely
After you send your pitch, don't just wait for a reply. Follow up politely after a few days to remind them of your story and show your interest. However, don't be too pushy or annoying, as this will turn them off and damage your relationship. Respect their time and space, and accept their decision if they reject or ignore your pitch. Thank them for their consideration and keep the door open for future opportunities.
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Or, do it the other way round. Ring first then pitch. If you can establish a relationship with the reporter first through a telephone or teams meeting and schedule regular catch up to discuss ideas. Then your pitch is more likely to be successful.
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Phone calls are key in news. Like I've told many people on the phone before when they've asked if we received their press release from the day before, we get hundreds of emails a day and that gets buried. If you call and email, it has a much better chance of getting through. Also, there's a lot of talk about connecting with journalists but don't forget producers and assignment/desk editors. They're often very important in deciding if a story lives or dies.
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Here’s what else to consider
This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?
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I always try and write my releases in the style of a news story. I find print reporters in particular are pressed for time, so a well-written release not only cuts through the fluff and presents your angle in a clear and concise manner, but also gives reporters the option of copying and pasting chunks of your release straight into their story. If journalists have to waste time chopping, changing and rewriting sloppy press releases, they're less likely to cover them. Meanwhile, well-written intros should be able to be read verbatim for radio and TV.
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I would advise not pitching reporters. Pitching a reporter means putting your faith in his/her hands to be able to « sell » your story to the Editor. Instead…pitch the Editor, or the News Director. Pitch the person who decides on the assignments. No one, but you, can pitch your story with your conviction. That’s a powerful tool that you don’t want to give away!
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