Did you break the next great news story? Is your brand doing something really incredible that just needs to be shared with the world?
In this blog, our Senior Digital PR Manager, Lauren Roberts, will teach you how to pitch your story to the media. Review some really great story pitch examples that no editor could resist!
What You’ll Learn
- Core Elements of a Story Pitch
- Step-by-Step Guide to Creating a Story Pitch
- 4 Examples of Effective Story Pitches
- 4 Common Mistakes to Avoid When Pitching
Our Expert Insights on Story Pitches
When you pitch your stories to the right outlets, it’s really amazing what can happen for your brand. Marrying a great digital PR campaign with an undeniable content marketing strategy is one of the best ways to get the attention your brand or business deserves. With so much content out in the world today, why not add your positive, relevant, and valuable information to the pile?
Core Elements of a Story Pitch
You can’t just give ideas to journalists willy nilly. If you want to grab their attention, you need to craft a well-written story pitch.
The first step in crafting an unforgettable pitch is understanding the core elements of a successful one. A great pitch will include:
- A great hook that captures the audience’s attention
- Undeniable relevance that shows how the story fits with the journalist’s beat and their target audience
- An example of timeliness and why it matters right now
- Immense value to the audience using unique insights, data, or angles
You can’t expect a journalist to care about your story just because you think they should. You have to show them why it matters and make them care.
Step-by-Step Guide to Creating a Story Pitch
Now that you understand what goes into it, let’s talk about how to write a pitch. This is the same step-by-step process that I use when I have an interesting story or press release to pitch to outside media outlets.
Step 1: Research the Journalist and Publication
We all hate unsolicited, irrelevant sales pitches, right? Journalists aren’t exempt from that feeling!
Instead of simply sending your pitch out to anyone with an email address, do your research to find the right prospect for your next story. There are four ways that you can do this:
- You can get down and dirty and do the research yourself with a good old-fashioned Google search.
- Hire an agency to pitch article ideas to journalists for you.
- Use online digital PR platforms like Prowly or Meltwater to connect you with journalists who might be interested in your story pitch.
- Enlist the help of online communities such as Connectively or Qwoted.
However you find the journalist and their publisher, be sure to take the time to personalize your outreach. Journalists receive pitches all of the time and can usually tell when you’re copying and pasting your heart out.
Step 2: Craft a Compelling Subject Line
Once you’ve found the right person to send it to, you have to get them to open your pitch email. That’s where creative subject lines come in!
Here are four ways to spark curiosity and relevance that will make it hard for your recipient to hit the trash button:
- Start with a provocative question. Something as simple as “Could this be the next Meta?” could get the attention of your selected audience.
- Offer exclusive insights. Try something like “I have the inside scoop on [SUBJECT]” or “Did you hear about this [NEWS]?”
- Add an unexpected element. This could be a surprising statistic or fact that is included in your story pitch. For example, 93% of journalists will ignore this headline!
- Align with current trends or events. This will make it obvious that your email needs to be opened immediately.
Step 3: Write a Strong Introduction
Gone are the days of starting an email with “Dear Journalist, I am so-and-so with X brand…” Journalists are reading so many pitches that you need to make yours stand out! Hook them from the start with a few incredibly written and well-crafted lines.
Step 4: Build the Story Angle
Cut the fluff! Get to the point and explain your angle clearly and concisely. Explain why your story matters to your reader and why you need to be the person to tell it.
Step 5: Provide Supporting Details and Data
No one likes a story without some facts! Be sure to add in relevant and supporting data, research, or a case study to strengthen your pitch and drive your point home.
Step 6: Call to Action
Once you’ve presented your sample story pitch, it’s time to give the next steps. Encourage the journalist to respond with questions or to request more details.
Keep that line of communication open to cultivate a positive, professional relationship with the journalist reading your pitches. They may not need this story, but you could be the first one they call for a similar one in the future!
4 Examples of Effective Story Pitches
So, now that you know how to pitch a story to an editor, do you want to see some story pitch examples? Here are some of my recent favorites!
Story Pitch Example 1: Trend-Based Pitch
Check out this pitch based on current events and trends:
Notice how they included a trend (modern day marriages) and tied in data to support their pitch? It proves the timeliness and the accuracy of their story.
Story Pitch Example 2: Data-Driven Pitch
Remember when we talked about supporting your pitch with numbers and data? Here’s a great example of a data-driven pitch from Theresa Bass.
Notice how the letter includes the statistics to back up their story in a clear and concise way. It gets the point across without overwhelming the reader with lots of numbers and data.
Story Pitch Example 3: Human Interest Pitch
Who doesn’t love a great human interest story? Whether it’s an uplifting community story or a behind-the-scenes look at an important situation, journalists love to tell the stories of everyday people.
In this story pitch example, this writer told the journalist exactly what the story was about and why it mattered. She also provided examples of her work, which helps to show why she is the right person to tell this story.
Story Pitch Example 4: Product Launch Pitch
One of the best times to seek attention and publicity is during a big product launch.
In this story pitch example, the writer jumps right into the story – the launch of their new outdoor dining area. She explains why the journalist might be interested in the story and shares a strong CTA – “Feel free to give me a call so we can schedule a time to meet.”
It’s clear, to the point, and shows why the journalist should be interested in the story.
4 Common Mistakes to Avoid When Pitching
Now that you’re more familiar with how to pitch your story to the media, let’s talk about what not to do. Avoiding these common mistakes will help you get your story out in the world.
- Don’t overwhelm the journalist. Sometimes, too much information is not a good thing. Give them exactly enough to understand the story, why it matters, and how to move forward.
- Don’t send generic, mass pitches. Journalists get a lot of pitches every day. They can sniff out a generic pitch a mile away. If you’re shopping your story to everyone with an email address, why would they want to engage with this non-exclusive content?
- Don’t ignore the journalist’s beat or previous work. Typically, journalists specialize in a particular subject or beat. Make sure that your pitch aligns with their work. Sending a pitch about voting in Minnesota to a Philly food magazine just wastes everyone’s time.
- Don’t skip following up. There’s no shame in following up. Journalists are busy people and their inboxes are super full! It might very well be that they didn’t see your message. As you craft your follow-up, do it properly and be polite so you don’t overwhelm the journalist or overstay your welcome in their inbox.
Improve Your Digital PR with Ignite Visibility
Whether you’re looking to share the results of your recent study or share news of your latest product launch, Ignite Visibility’s expert Digital PR department can help you do it right!
Thousands of businesses across the United States have trusted our Digital PR experts to:
Connect them with media outlets and bloggers
Handle their media outreach and relations
Pitch stories and content to journalists and editors
And more!
Are you ready to harness the power of story pitches and rock-solid digital PR?
Request a free proposal today!
