Learn how to craft a compelling and credible pitch that will catch the media's attention and provide value to their audience, without sounding too self-serving or salesy.

Apply the five key elements to every story: plot, setting, characters, point of view, and conflict. We can all be great storytellers. It’s in our nature to enjoy a good story and feel compelled to share our own.

How do you pitch a story to the media without sounding too promotional?

You have a great story to share with the world, but you don't want to come across as too self-serving or salesy. How do you pitch your story to the media without sounding too promotional? Here are some tips to help you craft a compelling and credible pitch that will catch the attention of journalists and editors.

1 Know your audience

Before you write your pitch, do some research on the media outlet and the journalist you are targeting. What kind of stories do they cover? What is their tone and style? What are their interests and preferences? Tailor your pitch to fit their needs and expectations, and show that you understand their perspective and value their time.

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William Callahan

🤝Connector | 🎤Presenter | 🧑🏻🏫Facilitator | 💊U.S. DEA SA/SAC/SES (Ret.).
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Know your audience's audience. Know what stories rank higher in the news feed or segments. Reporters have editors and they determine placement of stories. As the head of a large federal law enforcement area, I had to know which drug and crime topics were important in multiple media markets and speak to those issues.

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2 Focus on the benefits

Your pitch should not be about you or your organization, but about the benefits and value that your story can provide to the media and their audience. How does your story solve a problem, answer a question, or offer a new insight? How does it relate to current trends, events, or issues? How does it appeal to the emotions, curiosity, or needs of the readers or viewers? Highlight the benefits and the impact of your story, rather than the features or the details.

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William Callahan

🤝Connector | 🎤Presenter | 🧑🏻🏫Facilitator | 💊U.S. DEA SA/SAC/SES (Ret.).
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In my experience in dealing with the media, I wanted to provide a story that the public or viewer could rally around. Always look to include a call for action. Such as "talk to your kids," "call your local politician," or "wear a ribbon in support of a cause."

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Christopher Marco

Urban Planning | Public Policy | Community Development
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As you prepare your pitch, consider two factors: timeliness and relevance. The world of media and journalism is fast-paced and ever-changing. Outlets are often in competition with other media organizations to present fresh and unique content to their readers. By pitching exciting and timely content, you offer media organizations the benefit of exclusive coverage on a topic, or increased traffic to their website. Getting ahead of the current trends will help your pitch stand out as prescient and insightful. Rather than writing on "yesterday's news," set yourself apart by marketing your story as an innovative or new perspective on your subject of interest.

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3 Provide evidence

To build trust and credibility with the media, you need to back up your claims and assertions with evidence. This can include facts, figures, data, testimonials, case studies, or examples that support your story and demonstrate its relevance and validity. Avoid making vague or exaggerated statements that can raise doubts or questions. Provide sources and references that can verify your information and show that you have done your homework.

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William Callahan

🤝Connector | 🎤Presenter | 🧑🏻🏫Facilitator | 💊U.S. DEA SA/SAC/SES (Ret.).
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When I met with reporters to discuss drug trafficking and issues I always had at the ready of list of people and professionals they could call for follow-up and included non-law enforcement sources. Such as the parents who lost a child to an overdose or a specialist at a drug treatment center. I wanted to give them someone who they didn't think necessarily lined up with our value and causes.

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4 Be concise and clear

Journalists and editors are busy and receive hundreds of pitches every day. They don't have time to read long or complicated emails that beat around the bush or bury the lede. Your pitch should be concise and clear, with a catchy subject line, a strong introduction, and a clear call to action. Use simple and direct language, avoid jargon and acronyms, and use bullet points or subheadings to organize your main points. Keep your pitch to one or two paragraphs, and attach or link to any additional materials that can enhance your story.

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5 Follow up politely

After you send your pitch, don't expect an immediate response or confirmation. Give the journalist or editor some time to review your pitch and decide if they are interested or not. If you don't hear back within a week or so, you can follow up politely with a short and friendly email or phone call, reminding them of your pitch and asking if they have any questions or feedback. Don't be pushy or annoying, but show that you are persistent and professional.

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6 Build relationships

Pitching a story to the media is not a one-time transaction, but an opportunity to build long-term relationships with journalists and editors who can become your allies and advocates. Treat them with respect and appreciation, and show that you are a reliable and valuable source of information and stories. Keep in touch with them, offer them exclusive or timely access to your news or events, and share their work on your social media or website. By building trust and rapport with the media, you can increase your chances of getting your story covered and reaching a wider audience.

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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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Geovanny Vicente-Romero

Political strategist | Associate Faculty, Strategic Communications at Columbia University | Democracy and Governance | CNN columnist | Consultant | Speechwriter
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Apply the five key elements to every story: plot, setting, characters, point of view, and conflict. We can all be great storytellers. It’s in our nature to enjoy a good story and feel compelled to share our own.

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William Callahan

🤝Connector | 🎤Presenter | 🧑🏻🏫Facilitator | 💊U.S. DEA SA/SAC/SES (Ret.).
Report contribution
If you are pitching a story to reporter you have not met or spoken to in the past, you are pitching from a disadvantage. A press strategy must include outreach and education about your organization prior to pitching a story. As the regional head of a federal narcotics law enforcement agency, I had at least 10 different media markets in my area. When I was in the area, I tried to make it a point to meet with local new editors of newspapers and television to introduce my agency and mission. On a few occasions they would invite me to sit in on the production meetings and speak off the record, Q&A, to the anchors and reporters. On one occasion when we did have news to report, the editor herself came out to oversee the story.

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How do you pitch a story to the media without sounding too promotional?

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1 Know your audience

2 Focus on the benefits

3 Provide evidence

4 Be concise and clear

5 Follow up politely

6 Build relationships

7 Here’s what else to consider

Public Administration

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