How to Pitch a Story to National Media

Making a local or regional story appeal to the national media requires patience and the art of persuasion. Even though it's your intention to market yourself, you have to stand in the journalist's shoes and know why your story should appeal to a national audience. Pitching to the national media can be intimidating, but with perseverance, you can be successful.

Difficulty: Moderate

Instructions

1. Know the edge your story has that makes it appealing at a national level. This may be a "slam dunk" story—something with an incredible "WOW!" factor— or it may be a local story with a twist that would happen to catch the eye of a national magazine, newspaper, television or radio station.

2. Have the guts to go for it. Don't focus on a barrage of e-mails and press releases to the local media segment. Open up your target to include carefully-targeted national media choices.

3. Know the media you're soliciting. Only if you're familiar with the publication or station (and its audience, style and voice) are you going to know if your story is a good fit, and if so, how to go about communicating your idea to them. One of the major complaints journalists make about PR professionals is that they don't watch their show, listen to their station or read their magazine.

4. Commit to knowing your top targets inside and out. Not only should you be an avid reader, you should be familiar with media outlets' corporate ties and staff, including the proper person to whom you should send releases and story pitches.

5. Contact the reporter efficiently. Many reporters say they prefer to communicate through e-mail. Use this form of communication if you have the time. Phone calls are best made when you are properly prepared to answer any questions that may come up on the spot.

6. Prepare the pitch. The most painstaking part of this entire process is the pitch, but it's essential and must be individually catered to each of your targets. Do all your homework and include every detail in your own research. When contacting a reporter, reference some of his or her recent work, and explain how your story relates.

7. Use networking and name recognition if you work for a large company or organization. Ask your administration for any leads or contacts who may have a professional connection to the outlet you're seeking to reach. Use these resources for promotional benefit.

8. Be tenacious. Treat your 10th pitch with the same enthusiasm as your first.

[CBPope]

on 11/7/2008 I pitch the media a lot. These ideas really work.