📌 What Is a News Pitch?

A news pitch is a concise and targeted message that you send to journalists or newsrooms to generate interest in your story. It typically includes the main story idea, key facts, and reasons why it’s relevant to their audience.

How Do You Know Who to Pitch To?

To increase your chances of getting noticed, you need to pitch to the right person:

• Research the Journalist or Newsroom: Understand the types of stories they cover and their audience.

• Follow Them on Social Media: Get familiar with their latest stories and current projects.

• Look at Their Past Work: Identify patterns in their coverage to ensure your story aligns.

Pro Tip: Avoid pitching entertainment stories to business reporters. Align your story with their interests.

What Makes a Subject Line Stand Out?

Your subject line is the first thing a journalist sees, so it must grab attention instantly. Here's how to craft a compelling one:

• Be Specific: Mention what the story is about.

• Create Curiosity: Use action words that hint at the story’s importance.

• Keep It Short: Aim for 6-8 words.

Example: "Local Nonprofit Tackles Food Insecurity with New Initiative"

Why Should You Personalize Your Pitch?

Journalists receive hundreds of generic pitches. Personalizing your email increases the chance it gets read:

• Use Their Name: Avoid generic greetings like "Dear Journalist."

• Reference Their Work: Mention a recent article they wrote to show you did your research.

• Avoid Mass Emails: Customizing each email shows respect for their time.

Quick Tip: Journalists often check emails on mobile, where only the first line is visible. Start strong!

What Should You Include in the Body of Your Pitch?

• The Hook: Lead with the main point of your story.

• Key Facts: Provide essential details in bullet points for quick scanning.

• Why It Matters: Explain its impact or relevance to their audience.

• Visual Opportunities: Describe what visuals are available for photographers or video crews. TV newsrooms prioritize stories with strong visual elements for b-roll and live shots. Include details about location settings, potential interviews, and action shots that can bring the story to life.

Example:

• Nonprofit is launching a city-wide campaign to provide winter coats for the homeless.

• Event includes community leaders and live music.

• Last year, the initiative helped over 1,000 families stay warm.

• Visual Opportunities: Photographer can capture volunteers distributing coats, interactions with families, and live music performances for engaging b-roll.

How Do You Emphasize Newsworthiness?

Journalists want stories that are timely and impactful. To make your story newsworthy:

• Highlight Timeliness: Is it connected to a current event or season?

• Show Human Interest: Does it solve a problem or inspire action?

• Demonstrate Community Impact: How does it affect the local community?

Example: "With freezing temperatures on the rise, our campaign is stepping up efforts to support Tulsa’s homeless population."

Should You Confirm Availability Before Pitching?

Always confirm your interview subject’s availability before pitching:

• List Available Dates and Times: Make it easy for journalists to schedule.

• Be Clear About Limitations: Mention any blackout dates or restricted times.

Why It Matters: Journalists won’t chase down details. If it's complicated, they’ll move on.

Why Offering Exclusive Content Helps

Newsrooms appreciate exclusivity. Offering your story as an exclusive can:

• Increase Interest: Journalists love unique content.

• Build Trust: It shows you value their platform.

Quick Win: Pitch as "exclusive" to one outlet first, then broaden if there’s no response.

What Background Information Should You Include?

• Context: Provide a brief overview of the organization or event.

• Links to Press Releases or Media Kits: Make it easy to find more details.

Tip: Attach a fact sheet or a link to additional resources for deeper context.

How Important Is a Follow-Up?

If you haven’t heard back after 2–3 days, follow up politely:

• Keep It Short: Mention your original email and its relevance.

• Express Understanding: Acknowledge their busy schedule.

• Provide Contact Information Again: Make it easy for them to reach you.

Example: "Just circling back to see if you had any interest in covering our event. Happy to answer any questions!"

📌 Real-World Pitching Examples

Breaking News Pitch:

1. • Subject Line: "Local Nonprofit Launches Emergency Relief Fund After Tornado"

   • Key Points: Details about the relief fund, key community partners, and local impact.

   • Visual Opportunities: Capture shots of community members receiving aid, local leaders discussing recovery efforts, and aerial views of impacted areas for powerful b-roll.

   • Follow-Up Strategy: Contact within 24 hours to offer exclusive interviews.

Human Interest Story:

1. • Subject Line: "Meet the 10-Year-Old Author Inspiring Her Community"

   • Key Points: Child's backstory, community involvement, upcoming book signing event.

   • Visual Opportunities: Video of the young author signing books, reading to kids, and interacting with community members at the event.

   • Follow-Up Strategy: Offer interview times and exclusive access to the signing event.

Product Launch Pitch:

1. • Subject Line: "Local Startup Unveils Eco-Friendly Smart Home Device"

   • Key Points: Description of the product, market impact, local manufacturing. Also emphasize how a local product could make it into the national spotlight.

   • Visual Opportunities: Footage of the product in action, interviews with the founders, and behind-the-scenes views of local production.

   • Follow-Up Strategy: Share press release and media kit with additional visuals.
     
     
     

Mastering the art of pitching to newsrooms requires understanding the needs of journalists, crafting compelling subject lines, and offering exclusive, well-organized content. By optimizing your approach, you increase the likelihood that your story gets the attention it deserves.

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