Crafting the Perfect Pitch to Media Editors: A 10 Step-by-Step Guide (with Examples)

In the fast-paced world of journalism and media, a well-crafted pitch can be the key to getting your story noticed, covered, and ultimately published. Whether you're a PR professional, a seasoned entrepreneur, or a passionate writer looking to share your expertise, knowing how to pitch effectively to media editors is a valuable skill. In this guide, we'll take you through the process of crafting the perfect pitch that will grab an editor's attention and increase your chances of getting your story featured.

(If you're looking for more information on WHY media coverage is important for businesses, click here.)

1. Know Your Audience

Before you start crafting your pitch, it's important to research the media outlet and the specific editor you're targeting. First look at your own business. What is your audience? Now, look for media outlets that share that same audience. Try to understand their readers, writing style, and the types of stories they typically cover. Then look at your own pitch. Is it similar? Does it fall within their brand? Be sure to tailoring your pitch to their writing style and coverage.

2. Craft an Engaging Subject Line

Ah, the art of the subject line: they can either make or break you. The subject line of your email is the first thing an editor will see, so make it compelling.

Do a little research. Maybe you and the editor went to the same college (Go Voilets! Interesting pitch for [insert media outlet here])

Or maybe you and the editor both share a passion for Taylor Swift (Hello fellow Swiftie! Did you see Kelce and Tay are hanging out now? Pitch for [media outlet])

It should be concise, intriguing, and relevant to the story you're pitching. Avoid generic subject lines that may get lost in the editor's inbox. (There's nothing worse than receiving a generic email. I always just throw those in my trash can, especially if they're not on brand to my media outlet)

3. Personalize Your Pitch

Address the editor by name and mention why you're reaching out to them specifically. Show that you've done your homework and that your pitch aligns with their publication's interests. A good way to do this is to find articles that they've published recently that fall within your story idea. (Hey [media editor name], I really loved this story you wrote on [Insert headline and Hyperlink to article here]. I have a really compelling pitch that I feel would really serve your audience at [media outlet]!)

4. Start with a Strong Hook

Begin your pitch with a captivating hook that showcases the essence of your story in a few sentences. Editors often receive numerous pitches daily, so grab their attention from the start. Data is great! (According to [company], TK% of millennials are investing for their retirement! Isn't that an interesting stat?)

Be sure that your compelling hook supports your thesis! It shows media editors that you've done your homework

5. Provide a Clear Angle

Clearly, and I mean CLEARLY, outline the angle of your story and why it's newsworthy or relevant. Editors want to know why their readers or viewers should care about your pitch. You want your pitches to be easy for the media editors. Make it easy for them to say yes! Don't make them dig around your email to find the value of your story. Put it front and center. Avoid jargon and unnecessary details. Editors appreciate pitches that are easy to digest.

6. Offer Value

Also called 'Service,' highlight what makes your story valuable to their audience. What are some takeaways that the readers are going to get from your article? "5 Things I Learned When I Bootstrapped My Business" The 5 things here are the takeaways that the reader gains from reading your piece.

Explain how your pitch can educate, entertain, or inform their readers or viewers. What unique insights or expertise can you bring to the table?

7. Include Supporting Information

Provide relevant data, statistics, or examples to back up your pitch. Remember the compelling opening from the point above? Don't forget to sprinkle that throughout your email. This helps establish credibility and shows that you've done your research.

8. Showcase Your Credentials

At the bottom of the email, briefly mention your qualifications or expertise related to the story. This helps editors understand why you're the right person to write or provide insights on the topic. Also, if you've been featured in other outlets before, highlight them there too. This is important! It shows that you are indeed an expert in your field.

9. Include a Call to Action

Conclude your pitch by suggesting the next steps. Express your availability for interviews, provide contact information, and let the editor know you're open to any additional information they may require. But be sure when you express your availability that you ARE AVAILABLE. There's nothing worse than an expert who says they're available, but they in fact aren't. (It's happened to me before and has left a sour taste in my mouth.) Be sure that when you start pitching, that you are READY in case the opportunity falls in your lap.

10. Follow Up (but Don't Overdo It)

If you haven't received a response within a reasonable timeframe (I say, within a few days), it's okay to follow up with a polite reminder. But, avoid bombarding editors with multiple follow-up emails. In your follow-up email, you can add a deadline (of about a week) so both you and the media editors have a good idea of when to move on.

Bottom line

Remember that crafting the perfect pitch takes practice, but be patient and persistent. Each pitch is an opportunity to refine your skills and increase your chances of getting your story in the media. By understanding your target audience, tailoring your pitch, and providing value, you can significantly improve your success rate when pitching to media editors. Happy pitching!