5 Questions to Ask Before You Send Your Next Pitch

September 28, 2023

By: Scott Westcott

Many of the best stories you read online, hear on the radio, or see on TV news start with a great pitch.
 
And when I say pitch, I don’t mean they come from a press release. 
 
Press releases certainly have their place in terms of announcing news or making a more formal statement on an issue or event. 
 
But most good journalists are more likely to really dig into a story when they learn about it through a more informal and conversational pitch.
 
Writing a good pitch can be challenging, but I’ve found that by asking yourself a few questions before and during the process, you can improve your chance for success.
 
What’s the headline I’d love to read? The headline is often the last thing that’s written before a story goes live. It should be the first thing you write when working up a pitch. Brainstorming headline ideas can often help clarify the focus of the story, which will help make your pitch succinct and compelling. The process also often leads to a catchy subject line or lead sentence of your pitch.  
 
Does my subject line make you want to read more? Research by Propel has shown journalists open fewer than 3 percent of pitch emails, with the majority spending less than a minute reading those they do open. With that in mind, your subject line is, well, pretty much everything. If it falls flat, your pitch is likely to end up in the e-mail trashcan. Take the time to come up with a clever, catchy, or compelling opener. Don’t be afraid to take a risk in pursuit of capturing a journalist’s attention.
 
Is this a story I’d be eager to read? Ultimately a pitch is only as good as the story it’s trying to promote. When thinking through a pitch, put yourself in reader-mode and consider if it could lead to a story that would capture your attention. If it doesn’t stack up, think about what elements might make it more compelling. Is it part of a larger trend? Is there a human/emotional element that you can weave in? Does it connect with a story that’s making headlines? 
 
Is my timing on target? For every pitch there is a season. You can craft a killer pitch, but if it lacks a timeliness angle, it’s likely dead on arrival when it hits a journalist’s in-box. 

Some of this is obvious. For instance, there is a very brief stretch each fall when pumpkin-related stories have an audience. 
 
But with some research and creativity you can find a timely hook for just about any story. Keep a calendar handy to identify specific days or months that have significance. And keep up with the news consistently to find opportunities to news-jack off stories or issues that are getting a lot of traction. If all else fails, be patient and wait for the just-right time to pitch. 
 
Have I made it easy for a journalist to pursue the story? Journalists have a tough job and with shrinking staffs and 24/7 deadlines it’s not getting any easier. The more work you can do upfront in terms of providing copy they can cut-and-paste into the actual story and making sure sources are willing, available, and well prepped the better off you will be. The same holds true for providing photos and graphics that can illustrate your story.
 
But don’t make promises you can’t keep. If you hook a journalist on an angle and then are not able to deliver, they won’t forget the experience. 
 
Even the best pitches face pretty daunting odds of turning into published or broadcast stories.
 
But if you consistently deliver compelling pitches, you will find success.