This document provides guidance on effective pitching to journalists. It discusses what makes a good story, such as being new, impactful, and including credible research and human stories. The best way to pitch is to call the most relevant journalist, get straight to the point, and offer exclusivity if important. The worst pitches sound like a script, lack a clear hook, and have poor timing. Pitches should concisely explain why the story is good and newsworthy now for that specific outlet. Research is key to targeting the right publications and building relationships over time. Feedback should be requested to improve future pitches.

1. Pitching to journalists made easy
by Jo Waters

2. Who I am and why it might be
worth listening to me
• I’m a freelance health journalist with over 20
years experience as a writer, features editor and
news editor.
• I sit on the other side of the fence to you and
hear hundreds of sell-ins and pitches and read
thousands of press releases from PRs every
year
• I chair the Guild of Health Writers – an
organisation set up to promote excellence in
health and medical writing, which means I know
lots of other journalists too – and know what they
say they want as well

3. Who do I write for?
You’ll see my work in the following
outlets

4. What is in it for you?
• Fine tune your pitching skills
• Find your news angle/hook
• Analyse the elements in a perfect pitch
package
- news angle,
- timeliness,
- credible research/ relevant expert input
- compelling case study.

5. What we’re going to cover today
• What makes a story
• Best and worst way to pitch
• Who to pitch to
• Key elements of a successful pitch
• Practical pitching exercise
• Feedback
• Summary

6. What makes a good story ?
• It’s new!
• If it has an impact on lots of people then
it’s easier to sell to a wider audience.
• Credible research.
• Quotes or interview opportunities speaking
to relevant experts.
• Human stories.

7. What doesn’t always make the
grade
• It’s not new – it’s not a breakthrough
• It doesn’t affect a lot of people
• No case studies
• Awareness week or an anniversary
• No news angle/hook
• There is no obvious story
• It doesn’t fit the reader profile for that
publication

8. Best way to pitch
• Example of a Good Pitch
• http://www.dailymail.co.uk/health/article-12322

9. What makes a good pitch?
• Learn which journalists/publications respond better to
either a phone call or an email.
• Do your research around lead times and make sure you
know the publication and know its target audience
(hot tip!) Get hold of the media pack
• Speak to the most relevant person.
• Don’t waffle! Just get straight to the point
• If it’s important to be in that publication consider offering
exclusivity (especially with case studies)
• Know the right time to call, when does the publication
have their planning meeting?
• Jump on the back of a great news story.

10. Worst type of pitch
• When it sounds like the PR is reading from
a script.
• Opening line is too general there isn’t a
hook.
• You have to dig out what the news story is
by quizzing the PR.
• Timing is all wrong
• Selling the story too widely.

11. How to decide who to pitch it to
• Target your publications.
– National/Regional newspapers
– Radio/tv
– online
– Magazines
– Trade journals
– Decide where you want to be read about
• Research publications
– Lead times
– Build up an ongoing relationship with individuals
– Research who their readership/audience is

12. How you make the pitch
• WHY is it a good story?
– Should be explained in no more than 3 sentences
– Think in terms of cover lines and headlines
– Should be easy to sum up
– Anticipate the questions journalists are likely to ask
and are able to answer
• WHY it is a good story NOW
– Spell out what the hook is
• WHY it is a good story for that outlet
– Demonstrates you’ve thought it through

13. May the best pitch win!
Get yourself into a team of 4. Each person
makes a pitch to the group for a story
they’d like to sell in to a journalist.
Choose the best pitch. Work it up using the
points discussed. Summarise your pitch
onto a sheet of flip chart paper. Nominate
one person from the group to pitch to the
room. We’ll all give feedback.
• You have 20 minutes in your groups.

14. Summary
• Journalists always need ideas and stories
• Research is king!
• Timing is everything.
• A phone call is never wasted you are
building a relationship.
• Ask for constructive feedback when your
pitch doesn’t get coverage – it will help
you next time

15. For further information on consultancy for charities please contact:
Jo Waters on 0208 289 1777 or Nick James Tel: 0203 170 7563
Email:
Jo_Waters15@hotmail.com
Nick.James@TrioMedia.co.uk