Perfect your Pitch

You’re ready to approach a journalist with your story idea.

How should you go about it? And what should you say to get them interested?

I’ve been on the receiving end of thousands of pitches - from politicians, charities, universities, community groups, festival committees, sporting clubs, PR agencies and more. I know what a journalist looks for in a story - and how you can convince them yours is worth their time.

Step 1 - Choose the right target

There’s no point sending an email or media release to a rural reporter if your story is about swimming lessons for newly arrived migrants. And the newspaper in Myrtleford won’t be interested in your story if it’s about a program in Jindera. 

Identify journalists who are relevant to your story and have the capacity to reach your target audience. Also consider the medium - is your story suited to a newspaper article? Does it have great colour and movement and lend itself to TV coverage? Or perhaps you think the intimate nature of radio would help connect listeners to your message.

Step 2 - Get the timing right

Know the journalist’s deadlines. If you send a media release the day before a weekly newspaper is published your story won’t make it into the next day’s edition (and your news might be stale by the following week). 

Consider the time of day you phone journalists too. A breakfast radio presenter or producer won’t be available if you call at 8am (unless you have breaking news). Likewise, you can’t expect to reach them at 4pm when their day starts at 5am.

Step 3 - Personalise

I once received an email that had already been sent to a reporter at another news outlet and had simply been forwarded on to me. (It even said FWD in the subject line!) The entire back-and-forth of the email conversation with the other journalist was included. It did nothing to warm me to the story.

Never underestimate the value of personalising your contact. Address the journalist by name and show them how this story will interest their audience.

Step 4 - Hook them!

The first question a journalist asks when deciding whether or not to run a story is ‘Why does my audience care?’ They will only consider covering your story if it is of interest to their audience and has a clear ‘hook’ - something that will entice their audience to read/listen/watch more.

Your hook should contain enough information about your story to make the reader want to learn more.

Step 5 - it’s an important one…Follow up

It’s not enough to send an email or press release and expect journalists to start ringing you for an interview. 

They might be working to a tight deadline. A breaking story might be demanding their full attention. (Journalists have to triage stories and you never know what else they have in front of them that day). Or perhaps your story didn’t hit the mark for them this time.

You won’t know if you don’t follow up!

Wait 2-3 days after you’ve sent your media release and then give the journalist a call. I recommend a call rather than another email because emails are more easily ignored. If they aren’t interested, find out if it’s a “no, not right now”, or a “not at all”. 

If not right now, ask when would be appropriate to follow up again. 

If not at all, ask WHY. Explain that you want to improve the way you pitch stories to them and ask them for feedback so you can make sure you deliver them what they need next time around.

 QUICK TIP: Build relationships

Identify journalists you think may be interested in your stories. Follow them on social media. Read their articles, watch their TV bulletin or listen to them on radio. The more familiar you are with them and their work the easier it is to create a connection and build rapport. 

Send them a friendly but brief email or ring them for a quick chat to introduce yourself. Explain that you have a story that will interest them. Ask if you can keep them in the loop. Then find out how they like to be contacted (i.e. phone, email, text, socials)

You can nurture your relationships with journalists by being an asset to them. Suggest stories that don’t necessarily relate to, or benefit, you. Show them you can add value. You might even message them to say you enjoyed one of their stories. Anything you can do to nurture the relationship with that journalist makes it easier to approach them when you do have a story you’d like covered.

And if they end up running a story, tell the world! Share it on social media. Include it on your website or in your newsletter.

Ready to get your story the media attention it deserves? Download the StoryUp Perfect your Pitch guide.