Know the Publication’s Audience
Before you even begin writing a pitch, take some time to familiarize yourself with the publication’s target audience. Ask yourself:
- Who are the readers?
- What topics do they care about?
- What is the tone and style of the publication?
A pitch that feels as if it were written to the publication is more likely to be considered. Just like your story, your story idea needs to satisfy readers’ needs and deliver value to the publication.
Research the Editor’s Preferences
Editors are more likely to find a pitch appealing if it’s tailored to their specific interests and beats. Spend time researching:
- What kinds of subjects they tend to publish.
- Any previous articles written or assigned by the editor.
- The style and type of stories they prefer publishing.
A personalized email pitch shows evidence that you’ve done your research. This helps the editor understand the relevance of your pitch.
Create a Killer Email Subject Line
Your subject line is your one—and often only—chance to pique an editor’s interest. It should be:
- Brief.
- Interesting and relevant.
- Devoid of misleading claims.
Depending on how well your subject line is written, you either get an open or you don’t.
Start Your Pitch Strong
Your pitch should start strong and grab the reader’s attention from the very beginning. Open with one of the following:
- An interesting fact or statistic that surprises them.
- A thought-provoking question.
- A brief but engaging anecdote.
Grabbing the editor’s interest from the start encourages them to keep reading.
Clearly State the Story Idea
Once you’ve caught the editor’s attention, clearly and concisely state your story idea. Be sure to include:
- The central theme or angle of the story.
- Why it’s relevant or timely.
- What makes your story original.
Make it easy for the editor to understand what’s in it for them and how your story stands out.
Explain Why It Matters
Editors need to know that a story is not only good but also necessary. Explain:
- How your story ties into current trends or events.
- The impact or significance it has for the publication’s audience.
- Any broader implications or insights your story provides.
Frame your pitch as more than just a good idea—illustrate how it serves the publication’s audience and purpose.
Offer Further Resources or Support for Your Suggestions
To enhance your pitch, consider offering additional resources, such as:
- An exclusive interview or quote from someone key.
- High-res images or mixed media.
- Data, research, or case studies that support your story.
Providing these upfront makes your pitch more appealing and saves time for the editor.
Follow Up—But Don’t Be Pushy
If a week or two goes by without a response, consider sending a polite follow-up. Include:
- A quick reminder of your story idea.
- An offer to provide more information if needed.
- A willingness to make changes based on the editor’s feedback.
Be careful not to bombard the editor with messages or pressure them, as this can backfire.
Conclusion
Pitching editors is both an art and a science. Understanding the audience, researching the editor’s preferences, and crafting a concise, relevant, and compelling pitch can help you secure media coverage. A thoughtful pitch not only underscores your story idea but also demonstrates professionalism and consideration for the editor’s time and expertise.