Public relations campaigns live and die by their pitches.
Whether it’s an emailed press release, a tweet or the dreaded cold call, the merit of the message you craft will determine whether a reporter picks up your story or ignores you completely.
But how do reporters, editors and producers determine what’s worth covering and what isn’t?
Take it from a journalist: Choosing what to write about every day isn’t an exact science.
Sure, there might be topics or types of stories that we favor over others, but as in any other business, media outlets must adapt to what their customers want. Because most news outlets follow their trends and traffic reports, the story you landed last month might not necessarily work out if you try a similar approach this time around.
So if you clicked on this article for a tried-and-true, guaranteed formula for getting press coverage, stop reading. You’re not going to find one. However, if you’re looking for advice on crafting the “perfect pitch”—one that a reporter will read, engage with and respond to—you’ve come to the right place.