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Posted on 12.08.2015

Give the Gift of a Great Pitch

This holiday season, give reporters the gift of a great pitch.

How do we know what they want? The Best Pitch I Ever Got gives us insight into the people behind the headlines, what they are looking for in a story and how they prefer to be reached. Think of it like a reporter’s Christmas list for public relations professionals.

Just as some kids want bicycles and others prefer learning tablets, media professionals don’t all want the same things. Therefore, we cannot give them all the same pitch.

The Best Pitch I Ever Got features interviews with editors from Forbes, Fast Company, TechCrunch, CNN and many more. From these blog posts we can learn a little more about them and make sure we cater our outreach to what they want.

Even if a reporter is not spotlighted in The Best Pitch I Ever Got, you can still send them a great pitch.

Here are three questions to ask yourself before you hit send:

1.Will people care about this story? Before you even write the pitch, ask yourself a few questions about the story: Is it timely? Is it new? Does it have a local tie? Is it surprising? If you answered “no” to most of these, chances are other people won’t care either. Don’t pitch something that isn’t newsworthy – you’re not only wasting your time writing it, but also the reporter’s time reading it.

2.Is this the right person to pitch? Once you’ve confirmed that you have a compelling story, make sure you’re telling it to someone who cares. Do your homework to identify the right reporter for your story. Take the time to read some of the reporter’s latest articles and tweets to see if it’s a good fit.

3.Did I get the point across? Reporters receive hundreds of emails a day, so it’s important to get your message across within the first sentence. Pitches should be brief and powerful. Tell them why they (and most importantly, their readers) should care about your story. To make it an easier read, boldface important facts and break up information with bullet points.

What are some of your best practices for pitching media? Leave them in the comments section below.


Sam Prichard is a Senior Account Executive at Lovell Communications. Connect with Sam at Sam@lovell.com or @sammyprichard.

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