What Matters Most When Pitching To Reporters

Several things matter when it comes to pitching to reporters. Focusing on these can give you the kind of press attention that will help you meet your business goals. Here are few key elements.


Tell A Good Story

The first is that you have to have a compelling story. Is it something people will want to learn of and hear more about?

Is It Really News?

It needs to be newsworthy. Several business-related events can be considered interesting news to the right audience.

  • Product Launches
  • Fundraising
  • Milestones
  • Mergers and Acquisitions
  • Event being organized, such as book signings or other live events

Pitching At The Right Time

Pitching can’t be too soon, or too late. You can get all your information organized ahead of time, but you can’t approach journalists too far ahead of time or else you will lose the buzz factor.

Avoid Buzzwords

Don’t use a lot of jargon or any buzzwords and phrases that are meaningless or confusing.

Think Short And Sharp Not Long And Lazy

Good writing is all about good editing. Convey your facts in a few sentences and a couple of paragraphs as most.

Tease And Entice

Give enough information for the reporter to become interested but not so much that they become bored.

Match The Topic To The Reporter

Many journalists are specialists who focus on a particular niche or industry. Research who they are and what publications they write for. Get their email address and/or connect with them on social media.

Think Relationship Building

The best press coverage will come from reporters who understand and appreciate what you do. It can take time for them to get it, but that’s fine. Just keep pitching until you hit the right formula for what they are looking for. Once this happens, you should be able to establish a rapport that could lead to other opportunities and a long-term relationship, not just a single article.

Remain Relevant

Answer the question: Why does this matter today? If you can answer the question easily, your information will be relevant to the intended audience. In this case, a reporter will be much more likely to follow up and run with your story.

Always Think, “How Can I Help?”

Whenever you are creating content, goods and services, think about how to be helpful rather than just how to sell more stuff, and see what a difference it can make to the response you get from both journalists and the ideal prospective customer in your niche.

Master what matters most when it comes to pitching to reporters and see what a difference it can make to the amount of media attention you can garner.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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