How to Pitch a Story to the Media

So you have a story that you believe is worthy of being in the news? Pitching and placing a story in the media is not always easy. It takes research, patience and strategy. Here are some basics that public relations practitioners follow.

Instructions

Difficulty: Moderately Challenging

Things You’ll Need:

• A good story
• Computer
• Media list
• A phone
• Patience and dillegence

1. KNOW YOUR STORY
   
   This is easy when it's your business, but if you're not part of the everyday business, make sure you know how the company and how it's products and services work.
2. RESEARCH YOUR MEDIA CAREFULLY
   
   Media people hate when you don't understand what they do. Like the rest of us, they each have their own personal style, preferences and job to do. Do your homework and it will pay off! I can't stress this step enough when your pitching a story to the media. For example, if you are trying to place a story about a new landscaping business research who the relevant home and garden reporters will be. Look to see what each reporter has covered in the past for example if he has only written on indoor remodeling products and projects in the past, he may not be the right person to contact. Also, if you have a unique business angle, say, you only use environmentally friendly products and all your companies vehicles are electronic, then you may have a story for a business reporter who writes on unique small businesses.
3. FIND A RELEVANT STORY ANGLE
   
   As part of your research you should be looking at what stories that media or person has covered in the past. If you can find a bio on the reporter this can help tremendously. Appeal to something unique in what he tends to write about. If you can relate it to something of interest to the reporter your chances of getting his attention is much higher. For example, if you learn from a bio or through past articles that a home & garden reporter is interested in exotic plants -- make sure your pitch ties this in somehow.
4. DRAFT AN EMAIL PITCH
   
   Most reporters today prefer to be emailed a pitch. It is a direct but not too invasive way of sending them information about you and your company. The problem: reporters tend to get a lot of email. This means you have you have a very limited amount of time to get their attention. Keep your email pitch brief, easy-to-read and most of all relevant to them. A great email subject line also does wonders.
   
   You might try making a comment about a previous article or story the reporter has done, e.g., "I thought your article on patio furniture was very interesting. We at Smith Landscaping share similar ideas about carrying interior decor and style outside. While Smith Landscaping is new, our owners are no novices to this business..."
5. FOLLOW UP -- PATIENCE & PERSISTENCE
   
   A warning: Most reporters are very busy people that work on deadlines and get contacted a lot by people pitching them stories. Because of this, when you follow up a pitch you will need to be patient and smart about the approach. When you call, ask if they have a moment to talk. If they are on deadline they will tell you -- then, you should ask when a better time to call would be.
   
   When you get them on the phone give them the pitch, but don't go on for minutes at a time, engage them and make sure they're tracking with you. If they say no, ask why, there may be an obvious way to find an aspect of your business into what they are looking to write on.

Tips & Warnings

• Most weekly columnists and reporters have an end-of-the-week deadline, so early in the week is the best time to pitch and follow up on a story.
• Perhaps obviously, daily newspaper reporters also tend to have an afternoon deadline, so early in the morning is most likely the best time to reach them.
• If you're pitching television, make sure the reader of you pitch can see the the "visual story."