Here's how you can master the art of pitching stories to the media.

1. Know Your Journalist - a completely irrelevant pitch is the fastest way to annoy a journalist. Read their stories and make sure they're the right person for this story. Find out how they like to be pitched (phone, email, DM, etc) to ensure you're contacting them in the right way. 2. Keep it Short - journalists can get thousands of pitch emails a day, they don't have time to read your essay! Make it short, and consider using bullet points to break up the text to make it easier to read. Make sure the subject line is snappy too - research shows the ideal length is 28-39 characters. 3. Make it Unique - research what competitors are saying and whether your story has been covered before. Use this to find a way to make your story stand out.

- Research: Understand journalist interests and publication style thoroughly. - Craft: Develop a concise, compelling story angle. - Personalize: Tailor pitches to demonstrate knowledge and relevance. - Clarity: Use clear, concise language with a strong subject line. - Follow-up: Respectfully follow up and provide prompt additional information.

To master the art of pitching stories to the media, start by understanding your audience and crafting a compelling narrative. Personalize your pitches, highlight the newsworthiness, and keep them concise. Build strong relationships with journalists, follow up professionally, and always provide additional resources or access to key contacts to enhance your pitch.

Imagine pitching a story about a local bakery donating bread to homeless shelters during the pandemic. The hook is the heartwarming community impact. You could highlight how the bakery owner, inspired by personal hardship, decided to give back, focusing on a touching moment like a homeless man finding a job through connections made at the shelter. This human interest angle transforms a simple act of charity into a compelling story that tugs at the heartstrings and showcases the bakery's commitment to making a difference. By presenting such a vivid and relatable angle, your pitch becomes more than just another email in a journalist's inbox—it becomes a story they can't wait to tell.

The key is to approach these relationships with authenticity and a long-term mindset. Instead of bombarding journalists with generic pitches, take the time to understand their beat, read their previous work, and engage with them on social media. Personalize your outreach by offering valuable insights or exclusive information that aligns with their interests and audience. Consistency and reliability are crucial in nurturing these relationships. Be responsive to journalists' inquiries, meet their deadlines, and provide them with accurate, newsworthy information. Remember, it's not just about getting your story published; it's about becoming a trusted source that journalists turn to for expert opinions and breaking news.

Start with a compelling headline that is both concise and captivating, using action verbs and specific details to draw in readers. Follow this with a succinct subheadline that provides additional context. Your lead paragraph should answer the "who," "what," "when," "where," and "why" of your story. The body should expand on the details provided in the lead, incorporating relevant quotes from key stakeholders. Use the inverted pyramid structure, placing the most important information at the top and gradually moving to less critical details. Conclude with a strong boilerplate that summarizes the company and includes contact information for follow-up inquiries.

First things first: Only pitch a story that is genuinely newsworthy. That comes before everything else. Develop a news sense: Understand what makes a great story and what works for both media and readers. This is absolutely vital. Trust your gut: If it interests you, it’s probably going to interest others. Not only will you have a great story, you will pitch it with passion and enthusiasm. Get to the point: I cannot stress this enough. Journalism is about removing the fluff and telling it like it is. Learn from that. Condense a pitch into 20 seconds or less (over the phone) or two snappy paragraphs (email). Journalists want great stories. It’s that simple. Give them what they want and you will become a valued resource.

Strike a balance between persistence and respect for the journalist's time. After sending your initial pitch, allow a reasonable amount of time - typically 2-3 business days - before following up. Keep it brief, referencing your original pitch and offering any new or additional information that might be relevant. Frame your follow-up as a helpful reminder or an opportunity to provide further assistance. It's also important to diversify your follow-up methods. While email is often the preferred method of communication, a quick phone call or a social media interaction can sometimes be more effective. However, limit your follow-ups to no more than two or three attempts. If you don't receive a response after these efforts, it's best to move on.

Give journalists the full package; Video, professionally taken images and copy. Make it almost impossible for them not to use it. Make it easy to just copy and paste - write the release like a journalist would write the story. Have a strong top line, crisp copy that isn't riddled with needlessly capped-up words and quotes that talk about 'stakeholders'. Don't pester a journalist. They are busy, and will get dozens if not hundreds of pitches per week. If it hasn't been picked up after a few emails/calls - take the hint. Be selective - don't just send a wide pitch to every newsdesk and journalist there is. Think about who might REALLY like the story, and put your heart into pitching it to them.