Pitching Stories as a Public Relations Practitioner

            PR practitioners’ need to be able to pitch stories on the first throws because there isn’t a “three strikes and you’re out” rule– there’s only one chance to get it right.

            While taking my multimedia reporting course one of the additional sources students were given as reference was an article about pitching stories. I really found the guidelines informative and easy to understand. It can work great for someone in PR or a journalist who is pitching stories to an editor.

Story pitches should primarily be short and also have these four elements as written by

 Alison Rogers, How to Pitch a Story:

·         What the story is

·         Why the story is timely

·         Why it belongs in that particular publication only

·         Why you are the only person on Earth to write it

What the Story is: Story subjects can be characters – the clown who is always handing out piñatas for national holidays- but they shouldn’t be topics- financial aid (vague/too general).

      “You don’t want your ideas stolen, understandably,” –Rogers But the subject for a story is very important.

Why the Story is Timely: Why write the story now? Thanksgiving feature or hard news is/may be relevant in November. But, why is a story about white teeth a good ‘now’ topic.

Why it belongs in that particular publication only: Teeth, Gums, Toothbrush stories may relate to a Dentistry magazine. Why should a story about the latest Jimmy Choo be in a Women’s Health Magazine? (Possibly because it affects Women’s Health, but if it is just to talk about the price and which celebrities are wearing them, that should be saved for Essence magazine and similar fashion or celebrity magazine. Same subject but different angle.)

Why you are the only person on Earth to write it: Connections make the world smaller and helps you get or/and keep a job. Having special knowledge, knowing sources, different perspective or other form of relationship to getting the story can make a person the right candidate for a story.

             

            Some final touches for pitching a story include always having contact information left behind for the person receiving the pitch by you (the person who is pitching the story). Email and phone are primary ways that individuals use to contact people. Although, phone can be instant (may vary person to person and on work style).

            P.S. It is important to include days, dates, times and locations for events. All four information together can be pertinent in case additional persons may need to be involved for the story, such as a photographer or videographer. By knowing the day, it can be a quick reference for a person who needs to schedule.

            

© Ann-Makir Magloire