By Kimberly Taylor, Taylor Collective Solutions
Reporters are busy. A typical journalist's inbox is full by 9 a.m., and most pitches never get opened. After 20 years of pitching stories, here is what we have learned about the ones that do.
1. Start with their work, not yours
Before you write a word, read what the reporter has covered lately. Not their bio, their actual stories. Ask yourself:
Do they cover this topic regularly?
Have they covered something similar recently? If so, what is new about your story?
Who do they usually quote, and could your spokesperson be one of those voices?
If you cannot answer these, the pitch is not ready. A short, personal note ("I read your piece on housing costs last week...") beats a polished mass email every time.
2. Lead with why it matters now
"Why now?" is the question every editor asks. A good pitch answers it in the first two sentences. The hook might be:
A deadline, vote or opening date
A local angle on a national story
New data, a first-of-its-kind program, or a result that surprises people
An announcement is not a story. A reason to care this week is.
3. Keep it short enough to read on a phone
Aim for 150 words or fewer. A simple structure works:
A subject line that says what the story is. Skip clever. "Austin nonprofit opens free tax help for 3,000 families" is better than "Exciting news from our team."
Two or three sentences on the story and why it matters now.
Who is available. Name the spokesperson and what they can speak to.
What you can offer. Photos, video, data, a location visit.
One clear ask. "Would you like to talk with her this week?"
4. Make their job easy
Link to photos and a one-page fact sheet instead of attaching big files. Have your spokesperson briefed and available the same day. Reporters work on tight deadlines, and a source who answers fast gets called again.
5. Follow up once, then let it go
One polite follow-up after two or three days is fine. Add something new, such as a fresh detail or a date, rather than "just checking in." After that, move on. Pushing harder damages the relationship you will need next time.
6. Build relationships between pitches
The best placements often come from reporters who already know you are reliable. Share a useful tip with no ask attached. Say thank you when they cover you. Correct errors kindly and quickly. Be honest about what you cannot share.
7. Know when the answer is "no"
Not every story is a news story. Sometimes the better move is a different tool: a guest column, a social post, a newsletter, or a community event. A good PR plan does not depend on one headline.
A quick checklist before you hit send
I read the reporter's recent stories.
My subject line says what the story is.
The "why now" is in the first two sentences.
It is short enough to read in 30 seconds.
Spokesperson, photos and facts are ready.
I know when I will follow up, and I will only do it once.
Pitching is part strategy and part manners. Treat reporters as partners, give them real stories, and respect their time, and you will see the difference.
Planning a launch, an announcement or a campaign and not sure how to get it in front of the press? Let's talk shop over a virtual cup of joe or tea, on us. Reach us at info@taylorcollective.com.