Learn some innovative ways to pitch story ideas to journalists, such as using multimedia, customizing your pitch, newsjacking, offering exclusivity, and more.

In addition to working in PR for 25 years and teaching PR for 15 years, I have been a journalist/editor for 35 years, and currently the editor of a weekly newspaper. I receive multiple pitches every day, some good and some worthless. I look at who the sender is, and the subject line. I might read the first sentence of a pitch, and then if it's not relevant--delete. Based on my experience, I teach my Media Relations students to consider three key things when pitching: 1: Customize the subject line and catch attention. Put the journalist's name in the subject line, or do similar things. 2: Don't waste time getting to the point in the pitch. You have 10 seconds to interest a busy journalist. 3: Why is your pitch relevant to their readers?

One of the biggest pet peeves of journalists is receiving pitches that are not relevant to the kinds of content they cover. With tools like MuckRack and Cision, not only can you pull a list of contacts, you can also have a look at the stories they've produced. Before pitching a contact, look at their recent work. Read some of their content to get a feel for their focuses. If you can adapt your pitch to meet their focus areas, then customize the pitch just for them. If you can't find a relevant connection, skip that contact. Don't try and force it if it's not a good fit.

What are some innovative ways to pitch story ideas to journalists?

Pitching story ideas to journalists can be challenging, especially in a crowded and competitive media landscape. You need to stand out from the crowd and offer something valuable, relevant, and engaging to your target audience. How can you do that? Here are some innovative ways to pitch story ideas to journalists that can help you get noticed and earn coverage.

1 Use multimedia

Journalists are always looking for ways to make their stories more visual and interactive. By using multimedia elements, such as videos, podcasts, infographics, or animations, you can enhance your pitch and showcase your story in a more compelling way. Multimedia can also help you demonstrate your expertise, credibility, and creativity, as well as appeal to different learning styles and preferences. When using multimedia, make sure it is high-quality, relevant, and easy to access and embed.

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Brandon D.

CEO @ LQ1 Media Inc. | Visionary Strategic Leader - White-Glove 💎 for top 1%
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Think about it. A well-crafted video can bring your story to life in ways words can't. A podcast lets your audience hear the passion in your voice, and an infographic? It's like a visual feast that breaks down complex info into bite-sized pieces. And here's the beauty of it: multimedia isn't just about being flashy. It's about showcasing your expertise, proving you're not just talking the talk but walking the walk. It's about being credible and creative at the same time.

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Aleesha Carter, MBA

Public Relations & Brand Strategist || Award Winning Communications Specialist || MBA || Features include Jezebel Magazine, Ellements Magazine, RevoltTV, TMZ, HER Network and more
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Pay attention to the media professionals that you are targeting including socially, you learn so much in so little time by just paying attention and engaging with them. Find areas that you can cross promo industries or infuse them with creativity. Use catchy words, leverage content and fuel ideas that draws viewership and engagement. Get creative….infuse talents that will catch readers. Pitching is a powerful tool that shapes a narrative or story or brand……the key is connecting your idea with the goals and that media professional

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2 Customize your pitch

One size does not fit all when it comes to pitching story ideas to journalists. You need to research your target media outlets and journalists, and tailor your pitch to their interests, needs, and style. Avoid sending generic or mass pitches that show no personalization or connection. Instead, use the journalist's name, reference their previous work, and explain why your story idea is a good fit for them and their audience. Customize your subject line, angle, hook, and call to action to make your pitch more appealing and persuasive.

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Christopher Trela
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In addition to working in PR for 25 years and teaching PR for 15 years, I have been a journalist/editor for 35 years, and currently the editor of a weekly newspaper. I receive multiple pitches every day, some good and some worthless. I look at who the sender is, and the subject line. I might read the first sentence of a pitch, and then if it's not relevant--delete. Based on my experience, I teach my Media Relations students to consider three key things when pitching: 1: Customize the subject line and catch attention. Put the journalist's name in the subject line, or do similar things. 2: Don't waste time getting to the point in the pitch. You have 10 seconds to interest a busy journalist. 3: Why is your pitch relevant to their readers?

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Liane Paonessa

Senior Communications & Public Relations Leader
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One of the biggest pet peeves of journalists is receiving pitches that are not relevant to the kinds of content they cover. With tools like MuckRack and Cision, not only can you pull a list of contacts, you can also have a look at the stories they've produced. Before pitching a contact, look at their recent work. Read some of their content to get a feel for their focuses. If you can adapt your pitch to meet their focus areas, then customize the pitch just for them. If you can't find a relevant connection, skip that contact. Don't try and force it if it's not a good fit.

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3 Create a newsjacking opportunity

Newsjacking is the art of injecting your story idea into a breaking news story or a trending topic. By doing so, you can capitalize on the media attention and relevance of the current issue, and position yourself as a timely and authoritative source. Newsjacking can help you generate buzz, increase visibility, and establish thought leadership. However, newsjacking requires careful timing, strategy, and sensitivity. You need to monitor the news cycle, identify the right opportunity, and craft your pitch quickly and respectfully.

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Pratyush Agrawal

Communication Strategy at A23 & Cricket.com | 30under30 PRmoment Winner
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Imagine a coffee shop where journalists are working on their laptops, sipping coffee, and absorbed in their own thoughts. Newsjacking is pitching to a journalist sitting at a table after carefully observing their interests and the book they're reading. Now, your pitch is the equivalent of offering them a cup of coffee that complements their taste. Tailoring your pitch to align with the journalist's current focus, is much like recommending a coffee flavour that matches their preferences. It's about finding that sweet spot where your story seamlessly blends with their ongoing work. If done successfully, your pitch becomes a delightful addition to their stories, leaving a lasting impression.

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4 Offer exclusivity

Journalists are always looking for scoops and exclusives that can give them an edge over their competitors. By offering exclusivity, you can entice journalists to cover your story idea and give them a sense of urgency and importance. Exclusivity can also help you build trust and rapport with journalists, and increase your chances of getting a positive and prominent coverage. However, exclusivity comes with some risks and responsibilities. You need to be clear about the terms and conditions of your offer, and honor your commitment.

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5 Leverage social media

Social media can be a powerful tool to pitch story ideas to journalists. You can use social media to research journalists, find their contact information, follow their work, and engage with them. You can also use social media to share your story idea, tag relevant journalists, and invite them to learn more. Social media can help you showcase your personality, credibility, and value proposition, as well as start a conversation and build a relationship. However, social media also requires etiquette, professionalism, and transparency. You need to be respectful, authentic, and ethical when pitching on social media.

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6 Provide testimonials

Testimonials are statements of praise or endorsement from satisfied customers, clients, partners, or influencers. By providing testimonials, you can add credibility, social proof, and emotional appeal to your pitch. Testimonials can help you demonstrate the impact, benefits, and uniqueness of your story idea, as well as attract the attention and interest of journalists. When providing testimonials, make sure they are relevant, specific, and genuine. You also need to obtain permission and attribution from the testimonial providers.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some innovative ways to pitch story ideas to journalists?

1

2

3

4

5

6

7

1 Use multimedia

2 Customize your pitch

3 Create a newsjacking opportunity

4 Offer exclusivity

5 Leverage social media

6 Provide testimonials

7 Here’s what else to consider

Public Relations

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What are some innovative ways to pitch story ideas to journalists?

1

2

3

4

5

6

7

1 Use multimedia

2 Customize your pitch

3 Create a newsjacking opportunity

4 Offer exclusivity

5 Leverage social media

6 Provide testimonials

7 Here’s what else to consider

Public Relations

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