7 ways to craft winning pitches
Make your media relations hit the mark more by sending reporters what they want to receive. Here’s how you can do it each and every time.
1. Be clear and concise.
Your pitch is not your news release.
Time is of the essence. Journalists don’t have the time to read a long email. Alan Carter of Global News stresses, “Time is short so brevity and clarity are best.”
The pitch should explain, as briefly as possible, a story angle a journalist might want to explore. Include minimum basic facts as rationale.
Include the name and relevance of a spokesperson. State whether this angle and spokesperson are reserved for this outlet and why you thought this particular journalist a good fit. Reference a story they wrote to prove you’re not casting blindly.
If your pitch relates to information also issued in a news release, you can include that info in your pitch as copy cut and pasted below or as a link to your news release online. Journalists who like the angle, but may not know you, will appreciate a quick way to verify the legitimacy of your news.
Most journalists won’t take time to open an attachment they didn’t request. Don’t worry—if they like the angle, they’ll contact you for more info if they need it.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
