How to Package a Pitch that Gets Picked Up
By Keagan Perlette
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Creating a pitch for media coverage is a key part of getting your cause in front of a wider audience. Once you’ve developed a strong narrative about your initiative and created a compelling press release, you need to get the attention of journalists, publications, and news outlets that will feature your story. Pitching journalists who cover stories like yours is one of the best ways to earn coverage across print and broadcast media.
What is a media pitch?A pitch is a short, impactful description of your story that includes why the journalist should cover it—and why the publication’s audience will be interested in reading it. The goal of a pitch is to sell a journalist on your story so that they’ll cover it in the media.
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Elements of an effective pitch
Securing media coverage is about contacting the right person with the right information at the right time. An effective pitch creates an immediate connection with the journalist, increasing the likelihood that they’ll pick your story up. Important elements that can help establish this connection include:
- Tailoring the pitch to each journalist and outlet. Building relationships with journalists makes this process easier and more effective.
- Demonstrating that you understand the journalist’s beat (the subject matter they cover) and the outlet’s audience.
- Doing your homework to see if the journalist or outlet has covered a similar topic before and offering a fresh angle in your pitch.
How to write a media pitch
Whether you’re sending your press release to local media or an international magazine, pitches that generate interest from journalists have a few things in common. Here’s what to include in an effective pitch for media coverage:
1. Keep it short and attention-grabbing
Pitches are typically sent via email. Journalists get hundreds of pitches each week so it’s critical to make them care about your story as quickly as possible. You can do this by perfecting your email subject line and immediately communicating why your story is relevant to the journalist and why it’s important to tell the story now in the body of the email.
2. Include a concise summary
You can’t (and shouldn’t) include your entire press release in your pitch. List 3-5 major points from the press release that illustrate that your story features compelling characters, a unique narrative, or an alternative perspective to help make it stand out.
3. Provide a quote or offer an interview
Include a direct quote from someone who is involved with or has been impacted by the initiative you’re pitching about. Ideally, you should list this person as someone who is available for an interview. This reduces the journalist’s workload when it comes to seeking out reputable interviewees, making it more likely that they’ll pick up your pitch.
4. Use up-to-date facts and statistics
Many journalists are excited to play a part in creating change. Adding compelling stats or facts demonstrates the impact your initiative has (or will have) on the community, making your story more relevant to the potential audience.
5. Attach relevant information and assets
Send along documents, audio clips, or links that the journalist can use as primary and secondary source material. Be sure to attach any photos or headshots you may want included with the published piece or broadcast. Finally, make sure the journalist gets a copy of your press release and details about your organization, such as boilerplate copy or logos, which should be packaged in a media kit.
6. Don't forget your contact information
List your contact information as well as the names of potential interviewees. Be as responsive as possible to journalists’ emails and requests—they have demanding deadlines and you’ll want to make sure the process is as quick and seamless as possible.
1. Keep it short and attention-grabbing
Pitches are typically sent via email. Journalists get hundreds of pitches each week so it’s critical to make them care about your story as quickly as possible. You can do this by perfecting your email subject line and immediately communicating why your story is relevant to the journalist and why it’s important to tell the story now in the body of the email.
2. Include a concise summary
You can’t (and shouldn’t) include your entire press release in your pitch. List 3-5 major points from the press release that illustrate that your story features compelling characters, a unique narrative, or an alternative perspective to help make it stand out.
3. Provide a quote or offer an interview
Include a direct quote from someone who is involved with or has been impacted by the initiative you’re pitching about. Ideally, you should list this person as someone who is available for an interview. This reduces the journalist’s workload when it comes to seeking out reputable interviewees, making it more likely that they’ll pick up your pitch.
4. Use up-to-date facts and statistics
Many journalists are excited to play a part in creating change. Adding compelling stats or facts demonstrates the impact your initiative has (or will have) on the community, making your story more relevant to the potential audience.
5. Attach relevant information and assets
Send along documents, audio clips, or links that the journalist can use as primary and secondary source material. Be sure to attach any photos or headshots you may want included with the published piece or broadcast. Finally, make sure the journalist gets a copy of your press release and details about your organization, such as boilerplate copy or logos, which should be packaged in a media kit.
6. Don't forget your contact information
List your contact information as well as the names of potential interviewees. Be as responsive as possible to journalists’ emails and requests—they have demanding deadlines and you’ll want to make sure the process is as quick and seamless as possible.
Send pitches that get picked up
Establishing relationships with journalists and personalizing pitches makes your story more attractive to the media outlets who can help amplify your cause. Perch Communications provides done-for-you media outreach, including narrative development and press release creation as well as tailored pitches to our wide network of journalists. Contact us for a free 30-minute consultation.
