5 ways you can craft pitches to pique journalists’ interest

Your client wants media coverage; that’s standard. It’s your job to devise nonstandard ways of motivating reporters, editors and producers to put your story out there. Here’s how.

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“What types of stories can you get me in X publication?”

Our agency gets that question a lot. Although there’s no one-size-fits-all answer, certain story angles have been proven to pique reporters’ attention—assuming you are pitching the right content to the right reporter, editor or producer.

Those winning PR angles include:


What reporter doesn’t want to break coveted news in his or her market? Being given the first chance to tell a story is of high value to any journalist. If you find the right publication to pitch, it can have a significant impact on the client’s business/mission.

To warrant an exclusive, your story must have high news value and relevance to the news outlet’s readers, viewers or listeners. When you have that confluence of factors, it’s time to pitch the top of your A list.

Trend pieces

Trend pieces come in a few shapes and sizes, the two most common being one that exemplifies a trend and one that defies a trend. The point/counterpoint version is an option, so long as the organization’s risk tolerance allows for that format.

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