Peter Shankman, host of the popular HARO service, recently hosted a call with a panel of journalists to share advice on how to pitch reporters effectively. On the call were journalists from NPR, Reuters, Crain’s New York, the Indianapolis Business Journal and the St. Paul Pioneer Press.
The journalists unanimously confirmed that pitches remain a crucial source for story ideas and sources. Here are a few valuable insights I gained from the call:
Journalists are doing more with less. Newspapers and media outlets are feeling the economic pinch, and this means reporters have more work and less time. One reporter described his typical day as “frantically busy,” a sentiment echoed by fellow panelists.
Make your pitch succinct. Journalists joked that with the advent of Twitter all pitches should be limited to 140 characters or less; but the truth is that with limited time, journalists are more receptive to pitches that get straight to the point.
The journalists shared their idea of a perfect pitch. All of these objectives should be met within one paragraph.
1. Grab their attention in the first three lines
2. Summarize the topic in a sentence
3. Explain why it’s relevant
4. Provide a question that needs to be answered or tension that makes the story compelling
The pitch should be clear, simple, summarized and easy to digest. You should also indicate that you know who the reporter is and what they cover.
Imagine the headline. One reporter suggested that if you can’t imagine the headline for the story you’re pitching, chances are you shouldn’t be pitching it.
Tie it to a broad trend. If your client launches a new product, it might not be a newsworthy story. But if your client launches a product that can be tied to a prominent trend, it might be worthy of inclusion in an article.
Avoid adjectives. Explaining why your story is newsworthy with a string of adjectives and sound bites is much less effective than providing a few key data points that illustrate your point. The panel of reporters all agreed that they view adjectives like “exciting,” “revolutionary” or “amazing” as extra noise that detract from your pitch.
Manage Expectations. When offering an executive for an interview, be clear about the chances that she will be available to speak with a journalist the same day. If you think the chances are slim, let the reporter know.
When issuing a press release however, always make sure the executive quoted is available to speak with reporters that day. Several reporters complained that all too often they call to speak with the executive quoted in a press release the day it is issued, only to discover that they are unavailable.
Consider the follow-up story. Several journalists mentioned that they often receive pitches from PR people who, after reading a story about a topic relevant to their client, write the author to suggest a follow-up story. But why, the journalists asked, would they publish another story about a topic they just covered? You’re more likely to be successful if you suggest an alternate angle for a follow-up article.
By keeping these tips in mind, you can deliver compelling pitches that interest reporters and garner coverage for your client.