In the speedy world of PR, a media pick up can be your difference between being successful and a complete failure. But how do you make your pitch stand out when every day, editors are bombarded with pitches? For a pitch to wow an editor, it requires a perfect cocktail of creativity, strategy, and rigor. Here’s how to pitch story ideas that get noticed—and how to pitch in a way that will get you pickup.
- Know the Publication’s Audience
Before you even begin writing a pitch, take some time to familiarize yourself with the publication’s target audience. Ask yourself
– Who are the readers?
– What topics do they care about?
– What is the tone and style of the publication?
A pitch that feels as if it were written to the publication is more likely to be considered. Just like your story, your story idea needs to satisfy readers’ needs and deliver value to the publication.
- Research the Editor’s Preferences
Editors are more likely to find a pitch appealing if it’s tailored to their specific interests and beats. Spend time researching:
– What kinds subjects he/she tends to publish
– Any previous articles written or assigned by the editor
– The style and type of stories he/she prefers publishing
A personalized email pitch about is evidence that you know the editor has done his research. Thus, he will understand the relevance of your pitch in respect of your story.
- Create a Killer Email Subject Line
It’s your one— and often only— chance to pique an editor’s interest. The subject line should be brief. It should be interesting in some way without desperately misleading somebody, and importantly, it should be relevant.
Depending on how good your subject line is written, you either get an open or you don’t.
- Start Your Pitch Strong
Your piece should start strong and really grab the reader’s attention from the get-go. Open with one of the following :
– An interesting fact or statistic that surprises them.
– A thought-provoking question.
– A brief but engaging anecdote.
What you want to do here is grab the interest of the editor from the very word, so he cannot help but read on.
- Clearly State the Story Idea
After you have caught the editor’s attention, then you can clearly and concisely state your story idea. This means that you should be able to say:
- The central theme or angle of the story.
- Why it’s relevant or timely.
– Anything that is original about your story.
Make it easy for the editor to know, right from the start of your pitch, what’s in it for her and what makes this different from any other story.
- Explain Why It Matters
Editors need to know that a story is not only good but also necessary. Editors need to understand why the story matters, why their readers will care. Explain:
– How your story ties into current trends or events.
– The impact or significance it has for the publication’s audience.
– Any broader implications or insights your story provides.
Frame your pitch as more than simply a good idea—illustrate how it further’s the publication’s function and serves its readers.
- Offer Further Resources or Support for Your Suggestions
To sweeten the deal, consider throwing in what you know you can provide in additional assets that might help flesh out the story, for example:
– An opportunity for the reporter to have the scoop on an exclusive interview or quote from someone key.
– High-res images or mixed media.
– Data, research, or case studies that back your story.
Provide these up front, you’ll make your pitch all the more appealing—and save hours for the editor you’re pitching.
- Follow Up—But Don’t Be Pushy
If a week or two goes by and you don’t have a response, a follow up can remind an editor that they should move your pitch from their inbox to their to-do list. Here’s what to include on a follow up:
– Remind them quickly what your story idea is.
– State that you are available for more information if necessary.
– State that, if he/she would require, that you are willing to curate and make changes in the pitch on his feedback.
This should be done in a way not to bombard the editor with messages or pressure them; this may backfire.
Conclusion
Pitching editors is both an art and science. Understand the audience reading a publication, mention the editor’s preferences prefacing their newsletters, social media handles, and a pitch that is concise, relevant, and compelling to have wonders work for securing media. Just remember that a thoughtful pitch is likely to underscore not only your story idea but also your level of professionalism and consideration for the editor’s time and expertise.