13.1 Strategies for pitching to editors and publications
3 min read•july 24, 2024
Crafting a compelling pitch is essential for journalists seeking to capture an editor's attention. From developing a catchy to structuring the body effectively, each element plays a crucial role in showcasing your story's potential.
Understanding the publication's needs, tailoring your approach, and highlighting your unique qualifications are key to success. Remember to follow up politely and be prepared to adapt your pitch based on feedback, ensuring your story finds its perfect home.
Pitching Fundamentals
Understand the key elements of a successful pitch
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- Newsworthiness drives editor interest through timeliness (recent events), impact (affects many people), proximity (local relevance), prominence (well-known figures), uniqueness (novel angles)
- Clear and concise writing grabs attention quickly, avoids unnecessary jargon
- Tailored to the publication demonstrates understanding of their style, audience, and content preferences
- Demonstrates research and preparation shows commitment and thoroughness (statistics, expert quotes)
- Includes a compelling draws readers in with intriguing opening (surprising fact, provocative question)
- Outlines the story's structure provides clear roadmap for article development (main sections, key points)
- Explains why you're the right person highlights relevant experience, subject expertise, access to sources
Identify the appropriate editor or publication for your story
- Research potential outlets by reading their content, understanding audience , analyzing writing style and tone
- Find the correct editor using publication masthead, LinkedIn profiles, journalist databases (Muck Rack, Cision)
- Consider publication's for seasonal topics, recent coverage to avoid duplication, submission guidelines for formatting requirements
Pitch Development and Submission
Craft a compelling subject line for your pitch email
- Keep it short and specific, under 50 characters for quick scanning
- Include keywords relevant to the story topic, section, or theme
- Avoid clickbait or sensationalism maintains professionalism and credibility
- Mention exclusivity if applicable adds urgency and value (Exclusive: Inside look at...)
- Use action words creates sense of immediacy (Reveals, Uncovers, Exposes)
Develop a strong opening paragraph that grabs the editor's attention
- Start with a hook using surprising statistic, intriguing question, or vivid anecdote
- Clearly state the story's main idea in one concise sentence
- Explain why the story matters now connects to current events or trends
- Highlight unique angles or perspectives sets your pitch apart from others
Structure the body of your pitch effectively
- Provide a brief outline of the story main points and potential subheadings
- Mention key sources or interviews adds credibility and depth (experts, eyewitnesses)
- Include supporting evidence or data strengthens your argument (research findings, survey results)
- Explain your reporting methodology shows thoroughness and transparency
- Discuss potential multimedia elements enhances storytelling (infographics, videos, interactive maps)
- Suggest a word count and deadline demonstrates understanding of publication needs
Conclude your pitch with a strong closing and relevant information about yourself
- Summarize why the story fits publication's content, audience, and style
- Mention your qualifications through relevant experience, subject matter expertise, unique access
- Include links to previous work samples showcases writing ability and published pieces
- Offer to provide additional information shows flexibility and willingness to collaborate
- Thank the editor for their time and consideration maintains professionalism and courtesy
Follow up appropriately after submitting a pitch
- Wait an appropriate amount of time, usually 1-2 weeks, before following up
- Send a polite email referencing your original pitch, asking if additional information needed
- Be prepared to pitch elsewhere if rejected, consider feedback for improvements
- Keep track of your pitches and responses using spreadsheet or pitch management tool (Pitchwhiz, The Freelance Center)
Key Terms to Review (18)
Angle: In journalism, an angle refers to a specific perspective or approach taken when reporting a story. It shapes how the information is presented and can significantly influence the audience's perception. A well-defined angle helps distinguish a piece of writing from others covering the same topic, making it crucial for effectively pitching to editors and building a portfolio of investigative work.
Assignment editor: An assignment editor is a key role in news organizations responsible for overseeing the daily news coverage and managing the assignments of reporters. They play a crucial role in deciding which stories to cover, coordinating resources, and ensuring that reporters meet deadlines while maintaining journalistic standards. Their decisions can shape the news agenda and determine the direction of news reporting.
Deadline awareness: Deadline awareness refers to the understanding and recognition of the time constraints associated with assignments, projects, or publications in journalism. This concept is crucial for reporters as it helps them prioritize their work, manage their time effectively, and meet the expectations of editors and publications. Being aware of deadlines not only influences the quality and timeliness of content but also impacts relationships with editors and the overall efficiency of the reporting process.
Demographics: Demographics refer to the statistical data that describes a population's characteristics, such as age, gender, income, education level, and ethnicity. Understanding demographics is crucial when developing content, as it helps to identify the target audience, tailor messages effectively, and ensure that stories resonate with specific groups. This information can significantly enhance both story pitches and proposals, as well as strategies for gaining the attention of editors and publications.
Editor-in-chief: An editor-in-chief is the highest-ranking editor in a publication, responsible for overseeing the editorial content and operations. They play a crucial role in shaping the publication's voice, ensuring quality, and making final decisions on what gets published. This position requires a deep understanding of the audience and the ability to manage a team of writers and editors effectively.
Editorial calendar: An editorial calendar is a tool that helps content creators plan, organize, and schedule their content publishing over a specific period. It serves as a roadmap for editors and writers, allowing them to align their work with key themes, deadlines, and important dates relevant to the publication's audience and goals. By mapping out content in advance, an editorial calendar facilitates better collaboration, enhances productivity, and ensures that all published material is timely and strategic.
Editorial feedback: Editorial feedback is the constructive criticism and advice provided by editors to writers regarding their work. This feedback plays a crucial role in shaping a piece's direction, clarity, and overall impact, ensuring that the final product aligns with the publication's standards and audience expectations.
Email pitch: An email pitch is a concise and persuasive message sent to editors or publications to propose a story idea or article. It serves as a means to capture the interest of decision-makers in the media industry, showcasing the relevance and potential impact of the proposed content. A well-crafted email pitch can effectively communicate a writer's unique angle, qualifications, and the value their story brings to the publication's audience.
Follow-up: Follow-up refers to the actions taken after an initial contact or pitch to ensure that a story proposal is considered and to maintain communication with editors and publications. This process involves checking in on the status of your pitch, reiterating interest in the assignment, and possibly providing additional information that can help the editor make a decision. A strategic follow-up can demonstrate professionalism and persistence, both of which are important in building relationships within the journalism industry.
Hook: A hook is a compelling opening statement or element that captures the reader's attention and draws them into a story. It sets the tone and sparks interest, making the audience eager to read further. A well-crafted hook can come in various forms, such as a provocative question, a shocking statistic, or a vivid description, and is essential in long-form journalism, pitching stories, and building a portfolio of investigative work.
Lead paragraph: A lead paragraph is the opening section of a news story that summarizes the most important aspects of the report, often including the who, what, when, where, why, and how. This paragraph is crucial because it sets the tone for the article and grabs the reader's attention, encouraging them to read further. A well-crafted lead paragraph not only conveys essential information but also establishes the significance of the story to entice editors and publications.
Online journal: An online journal is a digital platform where articles, research papers, essays, and other scholarly works are published and made accessible to a global audience. These journals provide a space for academics, researchers, and writers to share their findings and thoughts, often allowing for peer review and open access to enhance knowledge dissemination.
Pitching process: The pitching process refers to the method of presenting a story idea to an editor or publication with the intent of getting it accepted for publication. This involves crafting a compelling proposal that outlines the main idea, angle, and relevance of the story, while also considering the target audience and the publication's specific needs. A successful pitch not only captures attention but also demonstrates the pitcher's understanding of the publication's style and audience preferences.
Print magazine: A print magazine is a periodical publication that is produced in physical form, typically featuring articles, photographs, and illustrations on various subjects. These magazines are printed on paper and distributed to subscribers or sold at newsstands, catering to diverse interests such as fashion, sports, lifestyle, and current events. Print magazines are essential platforms for writers and journalists to share in-depth stories and engage with specific audiences.
Query letter: A query letter is a formal proposal sent by a writer to an editor or publication, seeking permission to submit an article, story, or manuscript for consideration. This letter serves as a pitch that outlines the writer's idea, credentials, and why the piece is a good fit for the publication, acting as a crucial first step in getting published and establishing a relationship with editors.
Style guide: A style guide is a set of standards for writing and designing documents, ensuring consistency in language, formatting, and overall presentation. It serves as a roadmap for writers and editors, providing rules and guidelines that help maintain the voice and brand identity of publications. Following a style guide is crucial for effective communication and helps in navigating the editorial process efficiently.
Subject line: The subject line is a brief, descriptive phrase that summarizes the content of an email or pitch, capturing the recipient's attention and encouraging them to read further. A well-crafted subject line is crucial when pitching to editors and publications, as it sets the tone and context for the message, highlighting the significance of the proposed story or idea.
Target audience: A target audience is a specific group of people identified as the intended recipients of a message, product, or media content. Understanding the target audience is essential for tailoring communication strategies, ensuring that the message resonates effectively with the audience's interests, needs, and preferences.