The question desk
In the competitive world of media, a unique pitch can transform an overlooked story into a headline. A seasoned Journalist and Producer reveals how relatable human stories can capture attention, while our additional seven answers, including perspectives from industry professionals and other contributors, provide a rich tapestry of tactics. These range from leveraging high-profile events to presenting counterintuitive data that challenges common beliefs.
Marcio DelgadoJournalist and ProducerAs a journalist, I can safely say that media outlets are often overwhelmed with the amount of emails received daily, and often, we have to skip dozens of pitches that don't offer a valuable story. It is never about the brand; it is always about the people behind it and how relatable a story is for our readers. Sometimes you just have to change the approach or highlight something less expected.
Last year, a female entrepreneur sent a press release, twice, about how hard it is to be a woman in business. Although I sympathize with how challenging being an entrepreneur in the 21st century is, millions of other people also face the same struggles, and she didn't add anything new to it. Then, she rewrote her pitch, this time highlighting how she was using TikTok to find a new audience and grow her small business. It ended up as part of a special feature that had incredible performance and social media engagement, with her story strategically positioned at the center of the article.
Here is the feature, for context:
https://euronewsweek.co.uk/business/how-small-businesses-are-using-tiktok-to-pump-up-their-sales/
Marcio Delgado – Journalist and European Correspondent at Euronewsweek
Eric ChebilCEO & FOUNDER · Cher®When I pitched my personal story to the media, I decided to take a unique approach by highlighting the often-neglected experiences of immigrants in the real estate industry. I understand that sometimes immigrant stories are dismissed or doubted, so I wanted to challenge those stereotypes and showcase the authentic experiences and successes within this context. By incorporating my personal journey into the broader narrative of immigrant contributions to the real estate sector, I aimed to draw attention to the resilience, diversity, and valuable perspectives that often go unnoticed. This strategy not only added a fresh perspective to the media's coverage but also contributed to a more inclusive and accurate portrayal of success stories within the real estate industry.
Pitching is an exercise in economy of language and a strong sense of how each word contributes to a given angle. Sometimes, a single word can make or break a round of pitching; for example, I had a campaign that examined search trends around barbecue in the U.S. I knew my angle was solid: cities that love barbecue the most—yet I wasn't picking up coverage. I then pivoted to 'Most BBQ-Obsessed Cities' in my pitching and watched the campaign take off. This is why A/B testing is so important! You can say the same thing two different ways and see which resonates more with the media.
When crafting a narrative for the media, one could uncover the broader societal effects of a story that might initially seem local or minor. For example, a small community initiative could have ripple effects that influence policy or social behavior in unexpected ways. By delving into these consequences, a pitch can reveal how a seemingly isolated incident can serve as a microcosm for larger issues.
This invites readers to consider the deeper significance of the story and its potential impact on their own lives. To uncover the full potential of such stories, explore the far-reaching implications they may harbor.
Another angle involves highlighting the creativeness at the heart of solutions to widespread problems. Rather than simply reporting on an issue, spotlight the inventiveness of those devising practical answers. This approach not only provides hope but also showcases human ingenuity.
It can serve as an inspiration to others and positions the narrative as a beacon of progress in a sea of challenges. Seek out these imaginative strategies that bring light to dark corners and share these problem-solving journeys with the world.
In the realm of expert opinions, the focus often falls on the well-trodden paths. However, turning the spotlight on emerging voices in various fields can uncover fresh and transformative insights. These experts may bring new life to stale topics or offer perspectives that shatter the status quo.
Showcasing their expertise not only adds credibility to your story but also champions diversity in thought leadership. Venture out and find these hidden gems of knowledge and present their revolutionary ideas to a broader audience.
Linking an overlooked story to a current high-profile event can significantly amplify its relevance and urgency. By demonstrating how a smaller-scale issue dovetails with what's at the forefront of public discourse, one can create a sense of immediacy that grabs attention. This connection helps the audience to see the continuity of issues and understand how they fit into the larger picture.
It's important to weave these threads together to present a compelling tapestry of events. Make these connections and give your audience a reason to care now.
A powerful pitch often lies in the counterintuitive revelation of data that goes against what people believe to be true. By presenting well-researched figures and findings, one can challenge misconceptions and ignite discussion. This approach not only positions your story as a conversation starter but also as a catalyst for change.
Armed with data, your narrative can contribute to a more informed public discourse. Arm yourself with facts and prepare to change minds with your pitch.
