Media - Pitching a Story: Approach with Caution

published June - July 2006

If there is one thing that annoys journalists more than any other, it’s probably indiscriminate and unwarranted pitching.

Pitching is risky because journalists simply do not like being pitched to. They argue that a story should stand or fall on its own merits. Also probably two-thirds of those pitching haven’t done their homework, are trying to peddle something that doesn’t warrant a personal approach or simply lacks news relevance. And, above all, it’s a great time-waster for journalists!

So, just when and how should you pitch a story to a journalist?  There are two basic times when you should pitch:

• When you wish to give a select number of non-competing journalists the chance of an exclusive story
• When you feel you have something of particular interest to a specific journalist who may wish to use it as the basis of a story idea

Here are some topline thoughts for when you are considering pitching to media:  

It’s risky 

If you waste a journalists time on something that doesn’t warrant their time you risk actually achieving the opposite of what you intended i.e. they will possibly form an adverse view of you and your organisation. That will certainly dim your chances of media coverage on this occasion - and possibly in the future.

Pitch sparingly

A pitch should only be for something that is ‘special’. It may be an opportunity for the media to meet someone of significance, or there may be a technological breakthrough or a development that warrants some special - and private - backgrounding. 

Don’t pitch media releases

Media releases should stand on their own and be written and presented in a way that appeals to the media and the journalist.

Media don’t need - or want - to be followed up after they have been sent a media release. That is hounding, not pitching and it will be poorly received by media and will almost certainly tarnish your reputation and standing.

Pitch to a few not many

Pitching infers a degree of exclusivity to the media you are contacting i.e. you are offering them something special. 

It’s OK to have done your homework and decided to pitch to four editors (ideally of non competing media) offering them access to a visiting VIP, but its not OK to pitch randomly to a dozen who are just names off a media database.  

Pitching works best through personal contacts

Pitching cold is difficult in any circumstances and it is even more so with media.  The best results come when there are personal contacts with an editor or journalist. 

This may come from an in-house PR person who works regularly with certain media, or from the senior people within your PR agency who have built up strong media relationships through their work for a range of clients. 

So the bottom-line is to approach media pitching with caution.  As with any tool or technique, if used appropriately it can often bring worthwhile results; but if the practice is abused and used without proper thought it can actually work against you.

Note: The author of this article is a Sydney based senior independent corporate PR consultant who works exclusively with PR Managers helping them with management of the PR Department or their relationship with their PR agency. In addition he provides specialist corporate PR and communications advice where issues or change are impacting on an organisation. He also blogs regularly on PR and communications topics similar to those in this article.