The document outlines a rubric for evaluating pitching performance across several elements: customization, brevity, timeliness, quality of ask, creativity, relevance, and lead time. For each element, the rubric provides scoring criteria from 0 to 3, with 3 being the highest score. A pitch would score highest by containing customized, brief, timely, compelling, creative, and relevant details for the specific outlet in a way that allows sufficient lead time for coverage.

1. GEBEN COMMUNICATION: PITCHING PERFORMANCE RUBRIC
Element Score: 0 Score: 1 Score: 2 Score: 3
Customization The pitch contains no
evidence of any
customization specific to
the news outlet.
The pitch contains
generic references as to
the fit for the news outlet
being pitched.
The pitch contains at
least one detailed
reference as to why the
story works / fits for the
specific news outlet
being pitched, but the
reference(s) is/are
inaccurate.
The pitch contains at
least one detailed and
accurate reference as to
why this story works / fits
for the specific news
outlet being pitched.
This could include:
previous articles they've
featured, topics they
write about, information
about how the story
aligns to readers'
expectations of the
publication.
The pitch contains
several detailed and
accurate references
and/or makes multiple
connections between
the story and the
specific news outlet
being pitched.
Brevity The pitch is exceedingly
long, includes irrelevant
information, and was in
no way edited for
brevity.
The pitch is moderately
long and includes both
relevant and irrelevant
information, but was not
edited for brevity.
The pitch is moderately
long and includes only
the most important
information, but was not
edited for brevity.
The pitch includes all of
the other elements of a
great pitch but done so
in a way that is
economical with words.
Timeliness The pitch contains no
evidence of any
connection to current
new announcement,
event or trend.
The pitch contains one
or more weak
connections to a current
news announcement,
event or trend. OR The
pitch contains one or
more connections to a
news announcement,
event or trend; however,
it’s not current.
The pitch contains at
least one strong
connection to a current
news announcement,
event or trend.
The pitch contains a
unique angle. The pitch
contains several strong
connections to current
news announcements,
events or emerging
trends.

2. GEBEN COMMUNICATION: PITCHING PERFORMANCE RUBRIC
Quality of ask The pitch contains no
clear call to action or
specific ask.
The pitch contains an
ask, but it's not very
clear or specific to the
outlet/reporter. Or, it
contains too many asks
(e.g. interview, byline,
infographic).
The pitch contains a
clear, specific and
realistic ask, and results
in a reporter taking the
desired action.
The ask is so compelling
that it inspires a reporter
to respond without us
needing to follow up.
Creativity The pitch is dry,
containing no evidence
of creativity.
The pitch contains a
moderate amount of
creativity, but it's not
appropriate for or
befitting of the
outlet/reporter.
The pitch is creative, and
inspires the reporter to
want to learn more.
The pitch is so creative,
interesting and
compelling that part of it
makes its way into the
final article or social
post.
Relevance The pitch and the client
are both irrelevant to the
outlet.
Either the pitch or the
client is not relevant to
the outlet.
The pitch provides a
loose connection and/or
relevance to both the
client and the outlet.
Both the pitch and the
client are highly relevant
to the outlet.
Lead time The pitch was sent too
late for a client to be
included in any
coverage.
The pitch was sent within
the bubble of lead time,
but the reporter had
already secured all the
sources they needed by
the time we got in
touch.
The pitch was sent within
the outlet's lead time
and would result in the
client being included in
a brief or roundup.
The pitch was sent with
plenty of time for the
reporter to have a
chance to conduct
interviews, interpret data
and gain necessary
information, resulting in a
feature or more lengthy
placement for the client.