I remember receiving numerous ill-conceived story pitches when I was a business reporter.
But every now and then, I’d get a pitch that’d rise above the rest. News I could use. News my readers were interested in. News that allowed my paper to scoop the competition.
What is intrinsically different about a good pitch versus a bad pitch? There are several factors.
- Good pitches have a real news element. It’s easy to sniff out news just for the sake of a press release, compared with news that really matters and has implications for specific audiences.
- The pitch provides access to an expert who can not only illuminate news for this story but can also serve as a resource moving forward.
- The pitch is relevant to your beat and easy to understand. Make sure you research who you are pitching and what they are covering. Also, ensure that you’re explaining the pitch in simple terms. Same goes for the language in your press release!
- Avoid using AI to craft pitches. It is highly seductive to prompt AI to produce a pitch. But humans are intuitive creatures, and the generic and clinical feel of an AI pitch will surely induce a coma in the reporter you’re pitching.
- Provide credible research and resources to support the thesis of your pitch. Stay away from Wikipedia when sourcing information. Find primary sources (i.e., academic research) to support your pitch.
- Start with an email pitch versus phone call. Make sure you have a snappy subject line that actually says “Story pitch: <blah, blah, blah>.” Call it what it is.
- Be persistent. You may pitch 20 reporters with nary a reply. So what! That’s how it goes. Don’t give up. Tweak the pitch if needed and keep on keepin’ on.
— Evan Pondel