9 Tips for Pitching Writers and Editors in Traditional Media

The world of public relations can seem intimidating — especially when it comes to pitching writers and editors in the traditional media landscape. Who should you reach out to? How do you pitch? Is it okay to follow up? We’ll answer these questions and more with the following advice. 

1. Research Is Key 

Before reaching out to a journalist, invest time in researching their beat and previous work. The same goes for editors. Tailor your pitch to align with their focus areas, increasing the likelihood that your pitch will be relevant to what they are currently working on. For instance, if a writer typically works on content about cars, a pitch about a new health device may not be the right fit for them. 

2. Craft a Story

Writers and editors’ inboxes are full of pitches, so yours needs to stand out. Don’t just send bullet points of information about your client. Instead, develop a unique narrative that not only highlights your client's product or story, but also demonstrates its relevance and newsworthiness to the journalist's audience. Ask yourself: Why does my client’s story matter right now? 

3. Personalize Your Pitch  

Avoid sending generic, mass pitches. Take the time to address each journalist or editor by name and reference their recent work or interests to show that you've done your homework. Explain why you think your pitch is a fit for the writer or editor’s specific publication(s). 

4. Keep It Concise

Journalists and editors have limited time to read through all their emails. Get to the point quickly, conveying the most important information in the first few sentences. Use concise language and avoid jargon to ensure readability.

5. Highlight the Unique Angle

What sets your story apart from others? Whether it's a groundbreaking innovation, a compelling human interest angle, or a timely tie-in to current events, emphasize what makes your pitch unique and worthy of coverage.

6. Provide Value

Remember that journalists are always looking for content that provides value to their readers. Offer access to expert insights, exclusive interviews, or relevant images to give your pitch an advantage. If a writer is under a time constraint, helping them meet their deadline with timely responses is also essential. 

7. Follow Up Strategically

If you don't hear back after your initial pitch, don't be afraid to follow up — but do so judiciously and kindly. If time permits, wait a week before sending a polite follow-up email. Respect the journalist's time and decision, whether they express interest or not.

8. Be Prepared for Rejection

Not every pitch will result in coverage, and that's okay. Learn from feedback, adapt your approach, and don't be discouraged by rejection. If a writer or editor does not respond to your email, don’t get upset. Simply move on to the next pitch. 

9. Learn From Your Pitches

After each pitching effort, take the time to evaluate what worked well and what could be improved. Continuously refine your pitching strategy based on feedback and outcomes, allowing you to become increasingly effective over time. If there is a certain publication you want your client to be featured in, keep reading that publication to gain insights for your next pitch. 

By following these tips and staying attuned to the ever-changing media landscape, you can enhance your traditional media pitching efforts and secure valuable coverage for your clients. With persistence, creativity, a strategic approach, and a positive attitude, you'll be well-positioned to make a meaningful impact in the media landscape. Questions? Send us a note at info@amorescopr.com