How can you pitch stories to the media like a pro?

I always follow these three steps: 1. Know who you're pitching. Do your homework on the journalist you're reaching out to. What are the commonalities in their coverage? What are their personal interests (social media); why is the news you're pitching relevant to them? 2. Know your angle. If you're pitching three different journalists, you'll likely have three different angles — how you pitch should be modified based on how the journalist covers news. But make sure the positioning reflects well on your client. 3. Build connection. It's hard to get a journalist's time, but if your pitches consistently add value, ask for a quick Zoom. The more you build trust and connection, the easier it is to land coverage over time.

Media pitching 101 Knowing the target audience cannot be overemphasized. In some climes, you even get to find out personal details about the journalist. Like the school they attended and graduated from, friends of friends, their passion and some other things should the opportunity arise at social gatherings you can just throw this into discussion. Psychologically, you tend to be at home with someone you have some sort of connection with. This is key when pitching.

Nailing a media pitch is all about offering value, not just asking for coverage. The first step is to think like a journalist. What's the unique angle or story hook that will resonate with their readers or viewers? Once you've got that, frame your pitch around it. Keep it short and to the point, but be sure to include all the essential details, especially why this story is timely or relevant now. When you make it about the audience's needs, not just your own agenda, you're far more likely to grab that journalist's attention and get the coverage you're after.

I also like to reference a topic or story the individual has recently covered (as it relates to my pitch). It's important that they know you understand the types of stories they cover.

Pitching is about saving time and offering value to the reporter, and in most cases, the subject line determines whether your email will be read at all. I always stick to 5 "W" and add a bit of spice to the subject. Your headline must clearly communicate what happened, where, when, why, and who should care about it. It is hard to fit all 5 "W" in an 80-character line, so prioritize and offer the rest of the key information in a short email. Playing with metaphors and trends can help spark interest from a reporter too, but you must be absolutely certain these are relevant, timely, and not cheesy. And always run the wordplay by someone else who doesn't know what the pitch is about - a second set of unbiased eyes is a necessary reality check.

BLUF IT! Bottom Line Up Front. This is a technique I learned working with the military where time is sometimes of the essence to convey information and meaning to someone. It's similar with a journalist reading a pitch. You have a matter of seconds to get the journalist hooked before they're off to look at someone else's story. BLUF helps you do that but it is counter-intuitive as people have a tendency to write chronologically (this happened, then this, and now this.) or logically (this happened therefore this happened so now this is the case). With both these approaches the last sentence in the paragraph is usually the point you're trying to make or the interesting thing that happened, so get to it first! This post is an example...

Utilize embargos. While a handshake deal if accepted, it's a great way to get the news to hit on a specific date. Best for time-sensitive, BIG news (think funding announcements, acquisitions, etc.), it also gives the reporter time to speak with the client/company instead of rushing to post to beat their competing outlets on breaking the story.

This is a great statement! “how you can help them do their job!” Make it easy for the journalist to use your material by doing their job for them! Do your research, check your facts, know your target audience, tell a great story, make it a stand-alone, one-of-kind piece! Make it easy for them to choose your piece because you’ve checked all the boxes! You did your due diligence so they don’t have to!! Make it easy for them to choose your piece!!

A media pitch is a personal outreach to a specific journalist. It briefly emphasizes the significance of the press release, and invites the journalist to cover the story. -- Give the journalist "reason" to be there.

Every journalist is different when it comes to follow ups and conversations - do your best to understand their preferences and respect them. One follow-up should be sufficient for most stories, if you did not receive a response - then your pitch did not pass the benchmark. Try following up through different appropriate mediums too - email, phone (if you have it), sometimes (only sometimes and when you already have an established relationship - via LinkedIn or WhatsApp (the latter is widely used in Spain, for instance, but entirely inappropriate for Germany). Make sure you do not spam the reporter, or else you will end up in a designated box and will burn your contact.

After you have submitted your pitch, it is always best to follow through professionally. I am a firm believer of establishing a positive and healthy rapport, which will give you the lead way to be able to follow through professionally and always being prompt, without being a hassle. When you follow through and remain consistent and professional, it always leaves the impression that you are in fact, a reliable candidate. It is imperative in every situation to always be a person of your word, because that will take you all the way in every area of life. Whatever you pitch, be sure to live up to your presentation.

Offer up a compelling spokesperson. Someone who knows how to tell a good story by can also deliver your organization's key messages.

Make sure you are concise. Journalists do not have time to read lengthy emails, besides a strong subject line, your email, too, must be easy to digest and offer a clear path of further steps. I typically follow a formula: 1 paragraph + 3 bullet points with key information. Having good speakers and additional data to offer is also very helpful. You need to be able to explain the relevance of your pitch and it is best done with numbers - industry stats, good reliable insights, etc.