How to Give a Media Pitch That Gets Results

In the fast-paced world of public relations, crafting a media pitch that not only grabs a reporter's attention but also results in a story is equal parts art and science – and when you get it right, it can really pay off for you and your org.

Before I joined PointNorth as a communications manager last year, I spent more than a decade working as a journalist in a variety of newsroom settings, from small-town daily papers to big city magazines and regional NPR affiliates. During this time, I cannot even begin to count the number of bad story pitches I received — it got to a point where I wasn’t even opening the vast majority of them and batch deleting each morning when I opened my laptop.

Your pitch doesn’t have to be destined for the trash folder of doom though – here’s my top four tips for crafting pitches that count: 

1. Be Timely and Relevant

Finding a news peg to hang your pitch on is crucial. Is there something happening locally or nationally that relates to your topic? Tie your pitch to that event. Localizing the issue increases the intrigue for the reporter and enhances the chances of your news being covered. 

Similarly, pay attention to your timing.

Make sure to monitor current events to stay updated on local, regional and national news. Utilize tools like Google alerts and X trends to see what is currently being reported on and track recent developments. You can also leverage seasonal opportunities to contextualize your pitch to a specific time of year. Capitalizing on anniversaries or milestones in the development of your topic is also great to peg information in a way that gets noticed by journalists. 

Developing a good pitch requires you to be proactive, not reactive. Try to anticipate what will happen next. For example, say there’s a major piece of policy that is about to come into effect that is relevant to your story, prepare your pitch ahead of time so that you can be in front of the news rather than chasing it. 

2. Become a Trustworthy Source

Position yourself as a reliable source of information and relevant tips. Building this relationship starts with getting to know the journalists — grab coffee or lunch and discuss topics other than the story you want them to write. Feed them info on subjects unrelated to your pitch.

Once you’ve built a bit of rapport, you can circle back with pertinent information. Skipping this relationship-building step can backfire, so invest the time to get to know your media contacts genuinely. This relationship does not need to be purely transactional, but it can be an effective tool when you have something to offer each other in terms of information and reach. 

As a complement to this, make sure your pitches contain data and statistics wherever possible. If you have new, never-been shared information, providing a reporter’s audience with an exclusive look at fascinating numbers will certainly pique their interest. 

3. Know Your Audience, Know the Reporter’s Audience

Ensure that the reporter’s audience aligns with your intended audience. A city reporter for a local daily isn’t necessarily interested in a new business opening up several towns over… that is unless the business owner is an alumna of the local high school. 

Similarly, a legislative reporter for a regional newspaper won’t care about a small-town fight over new speed bumps, unless there is a new law being considered in the legislature that would require similar development in towns throughout the state. Tailoring your pitch to fit the interests of the reporter’s audience is essential for getting your story picked up. Take the time to read stories in those outlets that you want your story to appear in so that you ensure your pitch ends up in the right hands at the right time. 

4. Edit Thoroughly

Whether you’re corresponding via email or a direct message through Instagram (which is far more effective than you might think), thorough editing is a must. Revise your pitch for grammar, AP style, and voice — or Chicago style sometimes for magazines. The tone you use for a business magazine reporter will differ from that for a radio reporter covering arts and culture. Avoid mass emails at all cost; a personalized, well-crafted pitch is far more effective. A sloppy, generic pitch is the quickest way to end up in a journalist’s trash bin.

Want some support in developing your relationship with the media? Our years of experience in messaging and positioning, along with our day to day work with media outlets on behalf of our clients have made us into extremely experienced pitch developers – and we’d love to support you and your organization. 

Find out how we can work together here.

- Sam Stites