How to Write an Effective Media Story Pitch (with Template!)

A typical reporter can look at a pitch in just five seconds and know if it’s worth their time. There is an art to story pitching, and I’m here to share it with you.

I spent nearly 10 years as an anchor and reporter in local news markets in Virginia and North Carolina. A typical day was met with dozens of story pitches that would show up in my email, social media, or text message. When I would read through these story pitches from sources, I always noticed the ones that were written in a way that got my attention, and subsequent coverage. These pitches had important elements that stood out from the rest. 

Keep in mind that a story pitch is different from a press release. A press release is a formal announcement that is typically mass distributed. (You can read more about press releases by clicking here.) A story pitch is an email that is uniquely crafted and sent directly to a reporter or journalist. We will work together to create a sample pitch that you can use as a template when pitching via email. We’ll write one from a business perspective and another from a nonprofit perspective. 

Let’s talk about the basics first, though. When you pitch your story, think like a journalist while doing it. Be sure to answer the 5WH (who, what, where, when, why, how) of your story. Then, put together a sentence that addresses a couple of those topics. This would sentence is what will grab a reporter’s attention. Your entire pitch shouldn’t be longer than a paragraph. Share the topic of the story, what it’s important, and offer opportunities for them to tell the story. Here’s an outline of the process that I use:

1.     Captivating subject line

2.     Introduction sentence

3.     Story pitch paragraph

a.     Powerful lead sentence

b.     Informative second sentence

c.      Impactful third sentence

d.     Coverage opportunity fourth sentence

e.     Concluding fifth sentence 

4.     Direct contact information

5.     Email Signature

Using this process, let’s create a story pitch for a small business that is dealing with supply chain issues. Use the numbers from the above process to correlate with the sentences below:

1.     Business Struggles Due to Supply Chain Issues

2.     Hi {enter reporter name},

My name is John Smith and I own XYZ Supply. We’re an auto parts supplier in the Greenville area. I’ve noticed your station has been covering stories about supply chain issues and I wanted to offer my own perspective on this.

3.     

a.     Over the past six months, my local business has taken a big hit because of the supply chain issues that are unfortunately out of our control.

b.     The parts that we’ve ordered for our customer base haven’t been filled and we’re unable to keep up with the local demand.

c.      I’m fearful that if these issues continue, my business, along with many others in our community facing similar issues, will close.

d.     I’d love the opportunity to share my story with your audience so they are aware that these issues are happening in their local economy too.

e.     You’re welcome to stop by my shop to interview me and/or some of my customers as well as get video of our warehouse’s lack of inventory. 

4.     If you’re interested in this, please reach out to me directly. I can make myself available at any time today or this week. My cell phone is 555-555-5555 and my email is John@XYZSupply.com 

5.     Thank you for your time and I hope to talk to you soon.

Best,

John Smith

Owner, XYZ Supply

123 Main Street, Greenville

Now, let’s take a look at how we might be able to use this process to pitch a story about a nonprofit organization to the local media. For this, we’ll look at how nonprofits are being impacted by the global pandemic. 

1.     Local Nonprofit Faces Decrease in Donations Due to COVID-19

2.     Hi {enter reporter name},

My name is Sarah Doe and I’m the executive director at Furry Companions. We’re a nonprofit animal rescue center in the Greenville area. I’ve noticed your news outlet has been covering stories about how local businesses have been impacted by COVID-19 and I wanted to offer my perspective about how local nonprofits have been struggling too. 

3.     

a.     Over the past year, our nonprofit was forced to cancel major fundraisers due to concerns over COVID-19. 

b.     During a normal year, these fundraisers would have brought in more than $100,000 which is vital to the operation of our organization and our mission to rescue homeless animals.

c.      Private donations are also down from prior years and we’re worried that our nonprofit won’t be able to sustain for much longer. 

d.     We would love to share our story with you and shed light on this important issue that many fundraising-based organizations are facing right now.

e.     Furry Companions would be honored to have you visit our facility to learn more about our concerns and meet some of the animals that we’ve recently rescued that we need to generate funding for in order to properly care for them. 

4.     If you’re interested in this, please reach out to me directly. I can make myself available at any time today or this week. My cell phone is 555-555-5555 and my email is Sarah@FurryCompanions.com  

5.     Thank you for your time and I hope to talk to you soon.

Best,

Sarah Doe

Executive Director

Furry Companions

123 Main Street, Greenville

While there are many ways to pitch your story to the media, we have found that this process is a straightforward method. I also share more details about media relations in my book, An Introduction to Media Relations for Nonprofit Organizations. While it is geared toward not-for-profit groups, there are many lessons and takeaways that can benefits public and private entities too.

With more than a decade of experience as a member of the media and a media relations expert, it is my goal to help you get the coverage you deserve. Reach out to my team and we can schedule a consultation to discuss how our media relations services can help your. Click here to learn more or send us an email at hello@mariasatira.com

Cheers,

Maria