Pitching stories to media is one of the core tasks in public relations. A successful pitch needs to be well-researched, compelling, and delivered in a way that catches the journalist’s attention quickly. Here’s a step-by-step guide to get started:
1. Identify Your Story’s Value
- Define the Story Angle: Determine what makes your story newsworthy. Focus on unique, interesting angles, such as new data, a unique perspective, or a product launch with a societal impact.
- Consider the Audience: Ensure the pitch has relevance for the journalist’s audience. Think about why their readers or viewers would care.
2. Research the Right Journalists
- Find Journalists Who Cover Your Topic: Identify reporters who have written about similar topics before. Tools like Muck Rack, Cision, or simply following relevant beats in publications can help find the right journalists.
- Read Recent Articles: Familiarize yourself with the journalist’s style and preferences to ensure your pitch fits their approach. Note any recurring themes or focuses in their writing.
3. Craft a Compelling Subject Line
- Be Clear and Concise: The subject line should immediately convey the essence of your pitch in a way that’s enticing but direct.
- Use Keywords: Think about words that would grab the journalist’s attention, like “exclusive,” “new data,” “trending,” or “insider.”
4. Write a Personalized Opening
- Reference Their Work: Start with a brief mention of one of their recent articles you enjoyed or found relevant to your pitch.
- Show Genuine Interest: Make it clear you’re familiar with their work and why your story aligns with their interests.
5. Get to the Point Quickly
- Present Your Story Angle Clearly: Summarize the main point of your story in the first few sentences. Make sure it’s immediately clear why this story is relevant and valuable.
- Avoid Fluff: Journalists appreciate brevity. Provide the key information without too many adjectives or marketing language.
6. Provide Supporting Information and Sources
- Offer Background Information: Briefly include details like data points, insights, or an expert quote that adds depth.
- Make Yourself Available as a Resource: Offer to connect the journalist with sources, like a company spokesperson, expert, or data analyst, to add authority to the story.
7. Close with a Clear Call to Action
- Encourage Engagement: End the pitch by inviting them to reach out if they’re interested or need additional information.
- Express Flexibility: Let them know you’re available for further questions or interviews, making it easy for them to pursue the story.
8. Follow Up, But Don’t Overdo It
- Send a Friendly Reminder: If you haven’t heard back within a week, follow up with a short, polite reminder. Avoid being too pushy; a single follow-up is usually sufficient.
- Respect Their Response: If they pass, thank them for their time, and use the feedback to refine future pitches.
9. Track Responses and Refine Your Approach
- Monitor Feedback: Keep a record of responses and feedback to see what resonates with journalists and what doesn’t.
- Adjust Pitches Based on Success: Over time, analyze which elements work best, like timing, subject lines, or story angles, and refine your approach accordingly.
Pitching is a nuanced process that improves with practice and adaptability. Over time, these tactics can help establish lasting relationships and a strong reputation with journalists, which can greatly enhance the success of future pitches.
