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Pitching a Story 101: How to Craft a Winning Media Pitch

Pitching a story can feel like shouting into a void, especially for small to medium-sized businesses with very small marketing or PR teams, or who don’t have the luxury of working with a PR agency.  You know your story is good, even great, but getting journalists to see it amidst the hundreds of pitches they receive is another thing entirely.  How do you break through the noise?  This article discusses the art of pitching a story effectively. 

Understanding the Journalist’s Perspective

Before explaining what makes a good pitch, let’s consider the journalist’s viewpoint. Imagine being bombarded with irrelevant pitches daily. In fact, more than 2 in 3 journalists claim the majority of the pitches landing in their inboxes don’t apply to them.

So, how can you stand out? The answer is simple: craft a query letter that clearly speaks to that journalist’s specific beat and interests.

Customization is key. Showing that you’ve taken the time to understand their work can dramatically increase your chances of landing coverage. It’s not about mass email pitches; it’s about establishing a genuine connection and building a professional relationship.

Crafting Your Pitch: Key Ingredients

Knowing the importance of customization is a start. But what about the actual structure and content of your story pitch? Keep in mind that brevity and clarity are crucial.

In the fast-paced world of journalism, short and impactful pitches, roughly between 50 to 150 words, are more likely to get a response from busy editors. Think of pitching a story as an elevator pitch – you have a limited time frame to capture their attention. Your pitch should concisely cover the what, why, and “why now” of your story, giving the editor a clear understanding of its news value in the current media landscape.

The Anatomy of an Effective Pitch:

While every pitch should be different, there are some standard components that help grab an editor’s attention:

ElementDescription
Subject Line:Grab their attention with a clear, concise, and intriguing email subject line that accurately reflects your pitch. Think “PITCH: \[Your Engaging Story Idea\]”
Opening Sentence:Immediately hook the reader. Make it relevant to their beat, showcasing a strong understanding of their previous work and demonstrating how your story aligns with their interests.
The Heart of Your Story:Concisely explain your story’s core with short paragraphs: who, what, when, where, why, and how. Highlight the insights you bring to the table, something new or unexpected for their audience. This is where solid research and compelling data from reputable sources like the Pew Research Center will strengthen your pitch, showcasing the value you bring.
Your Expertise:Briefly introduce yourself and why you’re the best person to tell this story. A simple line about your experience or knowledge on the subject will do.
Call to Action:Politely express your hope for their consideration. Maybe offer a brief follow-up or propose a conversation about the story in more detail.

Finding Media Pitch Examples

Real-world examples often serve as excellent teachers. Author Emma Cooper, who landed a four-book deal with Headline Review, suggests aspiring authors thoroughly research potential publishers, paying special attention to agents seeking submissions. She emphasizes checking the publisher’s website for submission guidelines or reviewing platforms like X for updates and calls for submissions.

The same can be true for finding journalists who specialize in the topic you want to get covered. Follow them on social media and watch for their calls for submissions. And read the stories they write so you know if your news release matches their beat.

Avoiding Common Pitching Pitfalls

Knowing what to do is only half the battle. Understanding common pitfalls can save you from unnecessary rejection.

What Not to Do When Pitching a Story

  • Generic blasts are a big NO. Journalists can tell if they’ve received a mass email pitch, leading to an instant delete.
  • Never submit a pitch without carefully studying the publication’s guidelines. It’s important to follow guidelines, ensuring your submission adheres to their specific requirements, including things like word count and formatting.
  • Refrain from using clickbait subject lines. Phrases like “You won’t believe this” or “This is HUGE” come off as gimmicky and insincere to experienced editors who value substance and clear communication.
  • Never attach your full manuscript or news release without being asked. Editors often have limited time, so keep your pitch concise and intriguing enough to pique their interest.
  • Follow up thoughtfully , not incessantly. Respect their time, send a polite inquiry after a few days or a week, and avoid bombarding them with multiple follow-up pitch emails, as this might annoy them.

FAQs About Pitching Stories

What Does it Mean to Pitch a Story?

Essentially, pitching a story is proactively reaching out to a journalist or media outlet with a good story idea. Think of it as a proposal where you offer them an intriguing news idea you think would be a perfect fit for their readers or audience. This proposal, known as a pitch, needs to convince them that your story is not only relevant to their audience but also worth their time and resources.

This requires understanding their publication’s style, target audience, and what stories they’ve already covered.

How do you Pitch a Story to the Media?

The most common method in the digital age is email. However, platforms like X and LinkedIn can be effective depending on your existing relationships with journalists. Tailoring your pitch to each individual is important.

This means highlighting why your story resonates with their previous work. The pitch itself should be clear and concise, and focus on the hook, intrigue, and potential impact of your story.

How do you Pitch a Book Story?

Pitching a book is unique because it involves attracting either an agent or, for those aiming for smaller publishing houses, possibly directly approaching the editor. Start with a concise logline that summarizes your news story, capturing the essence of your book in a few words.

Be sure to have a polished query letter highlighting your book’s strengths and market appeal, supported by a synopsis and a sample of your manuscript if requested.

Conclusion

Pitching a story successfully in today’s crowded media environment demands more than just a good story. It’s about empathy and understanding. Remember journalists face an avalanche of irrelevant pitches every single day.

Set yourself apart with a personalized approach highlighting your story’s value to their specific audience and their publication. Combine a captivating subject line with an equally interesting opening. Finally, remember a good pitch respects the journalist’s time. This means keeping your message clear and concise, steering clear of unnecessary fluff or industry jargon. Keep honing your skills – your future media coverage thanks you.


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