Are Reporters Opening Your Emails? 4 Easy Steps to Get to “Read.”
Written by niki juhasz
Your day is MADE. You can’t stop smiling. You stroll out of your office, high-fiving everyone in your path — okay, maybe that last part is an exaggeration. However, what isn’t an exaggeration is how good it feels, and how impactful it can be, when you land your nonprofit in the right news story.
That’s why we’re sharing important pitching pointers below.
CHOOSE THE RIGHT PUBLICATION
The Wall Street Journal doesn’t care about your local policy campaign and how it impacts your community’s children and families, but your local NPR affiliate might! Think critically about what publication has covered similar topics in the past. Sending one pitch to the “right match” is better than sending 100 to the wrong ones.
PITCH THE RIGHT REPORTER
Imagine if someone called your office twice a week, asking for free legal counsel on their new small business — but your nonprofit serves students and teachers. You’re going to stop answering their calls, right? That’s how reporters feel when you pitch them a story that isn’t part of their beat. Find the reporter who writes about your topic and make your pitch personal to them!
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CHOOSE THE RIGHT TIME
Why is your story important RIGHT NOW? Is it that the legislative session is beginning? Was a new report on foster care released? Journalists prioritize breaking news, so show reporters why your story is timely now.
INCLUDE THE RIGHT INFORMATION
As one reporter once told the Forthright team, think of your own inbox — now triple it. That’s an average day for a journalist. That’s why your pitch should be short and to the point. Immediately include why the reporter should be interested and how you can make their life easier!
