What do journalists look for in a story pitch?

Pitching a story to a journalist can be tough. Journalists work in a fast-paced, high pressure environment which means they are only interested in stories that capture their attention straight away. With hundreds of media releases sent each day, how do you make yours stand out? 

The public relations professionals at Adoni Media have years of experience in journalism and know exactly how you can get your pitch read by a journalist. 

Stand out from the get-go

Make sure you present the most interesting information first to leave the journalist wanting more. Most media releases won’t be read all the way through if you fail to capture the journalist’s attention from the get-gothe journalist isn’t interested from the beginning. If you’re sending an email, make sure your subject line is eye-grabbing and if you’re on the phone, be polite and share the most important information first. 

Keep it relevant 

It is important to research the journalist and media outlet you are pitching to, so you can understand their audience and the types of story they’ll cover. Your story needs to be relevant to their audience and platforms, otherwise your pitch will not be successful.

It needs to be timely 

Journalists will only be interested in stories that will break the news as an exclusive story. Think about how your story relates to the current media landscape and make it timely. Does its release coincide with a relevant day, such as a public holiday or memorial? Does it land on a Friday so it can be covered on the weekend?

 It is also important to consider the deadlines for the journalist or media outlet as this will help you plan when to send your pitch. 

Keep it simple and concise 

It is important to make your pitch as simple and concise as possible, so your story is clear. Don’t overcomplicate phrases and sentences or use too much jargon, as a journalist is more likely to publish a story they can easily understand..

Personalise your pitch 

Building and maintaining relationships with journalists will go a long way when you are wanting to pitch a story. Remember a journalist’s time is valuable so you are more likely to get your story published by a journalist you have a personal connection with. If you don’t know the journalist, research their name to personalise each email you send or call you make. This makes them feels like shows you have put in a bit of effort and aren’t just bulk sending your story to every media outlet in the country.

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