How to pitch a story to the media
Having spent a decade on the receiving end of countless pitches, I've learned a thing or two.
Here are my top tips…
Make sure it’s interesting
No kidding, right? But unfortunately a lot of PR is just really boring. At least try and see your yarn from the perspective of the media and angle it appropriately. The big news organisations aren’t interested in niche stuff (unless super quirky), so unless it will have truly broad appeal, pitch elsewhere.
Exclusives count for a lot
Pitch your yarn to one person/organisation if you can and let them know it’s theirs if they want it. It’s bloody hard to fill a newspaper and knowing you and you alone have something fresh and new for the morning can be very tempting. If it’s a great yarn, other media will follow anyway.
Pick up the phone
A quick phone call to the news desk or the reporter to say an email is coming is a simple way to make sure it at least gets read. News inboxes receive hundreds of rubbish emails a day, so make it known that yours ain’t one of them.
Give them time to say yes or no
Reporters are busy, with plenty on the go at one time. If they can tuck that exclusive in their back pocket to pitch to their editor next week, happy days. It just means you might have to wait a while to get an answer.
Leave room to negotiate
Your pitch can’t be the be all and end all. Don’t be too precious around the content or direction it might take. If the reporter is interested, but only if x happens, be open to x happening. And if you’re not prepared for the possibility of the yarn going south, don’t pitch it.
Let them take it where they will
The journalist is often not looking at your content the same way you are. It might fit in with something else they’re working on, or it could spark a new idea for a more general yarn which might include your content. Which is great.
Supply images and video
Reporters generally prefer not to leave the office if they don’t have to, so make it easy for them. Keep in mind that if the image appears too corporate, commercial or staged, it’s no good.
Offer up people to talk to
Journos sometimes want to do the interviews themselves, rather than be supplied the full package already tied in a bow. That means they get to make it theirs, and can pitch it as so. Editors are always looking for ways to humanise stories with ‘real’ people they can talk to and photograph - help them by offering up examples.
Don’t be pushy!
Getting phonecalls from someone trying to convince you that their content is in fact newsworthy isn’t helpful. And keep in mind that sometimes it isn’t the reporter who made that decision anyway. That said, politely asking for feedback is absolutely fine - and nowhere near enough people did this, in my experience.
Got any questions or comments? Email me at seamus@seamus.nz