Do The Necessary Work Before You Pitch Your Story?

Editors and producers are looking for captivating pitches that relate to current events, are succinct and get to the heart of the story quickly. Achieving a successful pitch takes time and effort. Do the work before you pitch.

It’s important to note that pitching a story is a vastly different task from creating a media release.

I have been partnering with global media channels for more than two decades. These relationships are built on trust. The media professionals with whom I work accept pitches from us that are worth their time.

Pitching a news or feature story takes discipline and strategy. Editors and producers want to see a pitch that is newsy, relevant, structured and presented by someone who knows and understands the topic, is responsive to current trends and has a deep understanding of their audience.

Here are some tried and true GH Tips for pitching:

1. Set up the story in line one – why should audiences care? Why is this important?

2. Spell out why the story is relevant now (plug into breaking news or a current trend)

3. Share some data and a credible source to build trust.

4. Business media have a fiduciary duty to report data that’s 100% true. Make sure any data you include has passed a verifiable audit.

5. If your client is an expert source on the topic you’re pitching or has a team member who can serve as one, offer to make them available for interviews.

6. Reveal your relationship to the story (PR client).

7. Make sure you are pitching to the correct publication, section, and editor/producer/reporter. Does your pitch fit the person’s beat, interests, and biases, as well as the tone and area of coverage of their publication/show/website?

8. Keep it intimate – a personalized email pitch stands out.

9. Your pitch should not exceed three paragraphs.

10. Limit your pitch list to your top five media channels first and work your way through your list in increments of five.

11. Aways check time zones before pitching.

12. Include limited images, infographics, and B-roll.

13. Be clear on contact details.

14. Keep track of responses and preferences of every media contact.

15. If your pitch isn’t picked up, don’t lose heart. An editor/producer/reporter might use today’s declined pitch later as the basis for another story.

Go forth and share your story!

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