Getting your story published requires knowing how news outlets operate. First, determine if your story is news (timely, impactful) or a feature; News reports on current events; features delve deeper.
Table of contents
Steps to Submission
- Identify the Right Outlet: Research publications or broadcast stations covering your story’s topic and region.
- Craft a Pitch: A concise, compelling summary. Highlight the story’s newsworthiness.
- Find the Right Contact: Locate the relevant editor or reporter (e.g., city editor, business reporter).
- Submit Your Pitch: Keep it brief and professional.
- Follow Up: A polite email after a reasonable period.
Tips for Success
- Be accurate and objective.
- Provide contact information.
- Offer exclusive information (if possible).
Remember, persistence is key. Not every story gets picked up, but a well-crafted pitch to the correct outlet increases your chances.
Let’s delve deeper into each of these steps and offer some additional insights for maximizing your chances of getting your story covered.
Expanding on the Steps
Identifying the Right Outlet: Knowing Your Audience
This is arguably the most crucial step. Sending a local government scandal to a national technology blog is a waste of time. Consider these factors:
- Reach: Local, regional, national, or international?
- Topic: Does the outlet specialize in your story’s subject matter (e.g., business, technology, health)?
- Audience: Who reads/watches/listens to this outlet? Does your story resonate with them?
- Format: Do they primarily publish articles, videos, podcasts, or a combination?
- Past Coverage: Have they covered similar stories before? A quick search on their website can reveal this.
Once you’ve identified potential outlets, study their style and tone. This will help you tailor your pitch.
Crafting a Compelling Pitch: Hook, Line, and Sinker
Your pitch is your first (and often only) chance to grab an editor’s attention. It should be:
- Concise: Aim for 150- max.
- Clear: State the core of the story upfront.
- Compelling: Highlight the “why now?” factor. Why is this story important today?
- Newsworthy: Emphasize the news elements: timeliness, impact, proximity, conflict, prominence, human interest.
- Unique: What makes your story different from others? What’s the angle?
- Actionable: Suggest potential sources, data points, or visual elements.
Example Pitch Snippet: “I’m writing to you about a local school district facing a budget crisis that could lead to teacher layoffs. This comes on the heels of declining test scores and growing concerns from parents. I have access to exclusive data showing the district’s financial projections for the next three years, as well as interviews with concerned parents and teachers.”
Finding the Right Contact: The Personal Touch
Avoid sending your pitch to a generic “info@” email address. Do your research and find the specific editor or reporter who covers your topic. You can often find contact information on the outlet’s website or through LinkedIn.
Tips for Finding Contacts:
- Website: Look for “Contact Us,” “About Us,” or “Staff” pages.
- Social Media: Many journalists are active on Twitter and LinkedIn.
- Muck Rack: A paid service that provides journalist contact information and media coverage data.
- Previous Articles: See who has written about similar topics in the past.
Submitting Your Pitch: Etiquette Matters
When sending your pitch, follow these guidelines:
- Subject Line: Make it clear and concise (e.g., “Pitch: Local School District Budget Crisis”).
- Personalization: Address the editor/reporter by name.
- Professionalism: Use proper grammar and spelling.
- Attachment: Avoid attaching large files unless requested.
- Exclusivity: If you’re offering exclusivity to a particular outlet, state that clearly.
Following Up: Persistence vs. Annoyance
It’s okay to follow up, but don’t be a pest. Wait at least a week before sending a polite email to check in. If you don’t hear back after a second follow-up, it’s likely they’re not interested. Don’t take it personally; editors are busy and receive countless pitches.
Beyond the Basics: Building Relationships
In the long run, building relationships with journalists is the best way to increase your chances of getting your story covered. Follow them on social media, read their work, and engage with them respectfully. Offering valuable insights and expertise can make you a trusted source, increasing the likelihood that they’ll consider your story in the future.
