How to pitch to journalists (Part one) – It’s not about YOU
Journalists are always on the lookout for good stories. They welcome story pitches that offer interesting and relevant information to their audience. So, if you think you have a good story, why not pitch it to a journalist?
What makes a good story pitch
A good story pitch is one that grabs the journalist’s attention right away – one that makes the journalist say, “Yep. My readers would love to know about this!”
Often, there may be several elements in a story that make it attention-grabbing. For example, it could be innovation, size, extremity, conflict, or humour.
Once you find the elements to highlight and draw interest, you also need to show how your story is relevant to the audience of the journalist you are contacting.
That’s because journalists want to immediately see the significance or impact of your product in the pitch. How is it saving people money? How is it changing lives?
Many entrepreneurs make the mistake of pitching their business story – “I started my company to do XYZ. And these are the services I offer” – which unfortunately gets ignored compared to more compelling ones in the journalist’s inbox.
Focus on impact
It’s not about you. Don’t “sell” yourself. Keep the focus on what’s new and exciting, and how lives are being changed.
Take this Australasian Leisure Management Magazine article, ‘Study Now Pay Later funding to accelerate job opportunity in sport, fitness and recreation’ for example.
As the first Buy Now Pay Later provider in Australia specialising in education funding, the pitch for this story focused on the impact ZeeFi is making on the job market in the sports industry.
Need help with pitching your story? Feel free to drop me an email at ping@pingpublicity.com.au
