Mastering the Art of Pitching to National Newspapers

By Alexandra Avram, Intern at Kai Communications

Whether you’re just starting out or you’ve been writing for years, securing a spot in the pages of a national newspaper detailing your client’s latest product or service, or elevating them as a thought leader, is an achievement many long for. However, getting your story published in large media outlets requires more than just talent, it demands a deep understanding of what editors are looking for and a tactical approach to pitching.

The journey from pitch to publication is often long and full of obstacles. On average, journalists receive hundreds of emails and over five serious pitches a day but write less than five stories a week; some of course write many more than that depending on the publication.  Furthermore, only 25% of published articles come from pitches, even though 45% of journalists often or always read what gets sent in. 

Ten steps to navigating the competitive world of journalism in national newspapers:

1. Know your audience. Ensure your pitch is appropriate for the demographic of the readers and that it will interest them. Stay away from topics too specific or technical for the general public.
2. Timing is crucial. Every publication has a different time frame for planning and publishing, from working on a new issue months in advance to an hour’s deadline. To have the best chances of your pitch being seen before editorial meetings, aim to reach out to journalists at the beginning of the week, before noon.
3. Know who you’re pitching to. Research is key.   Take time to understand the work and views of the journalist and tailor your pitch accordingly. Make sure it reflects their interests and it fits in the section of the newspaper they work in. Generic approaches are the number one reason why journalists reject pitches, according to the State of Journalism.
4. Plan your pitch meticulously and ensure you have all the necessary elements ready to go – stats, case studies and spokespeople that could enhance your story. Investigate your own story and don’t leave any questions unanswered. Be prepared to run with it if your pitch gets chosen. Don’t offer up your client as a spokesperson when you know they are going on holiday for example.
5. High-quality, exclusive images, videos, or infographics should be added to the pitch to give your story a better chance of being considered. Good visual content is crucial for capturing the audience's attention and enhancing your storytelling, significantly elevating the appeal of your pitch.
6. Keep it concise. The subject line is the most important part of your pitch, so make it catchy and captivating, stating exactly what you’re pitching in under 50 characters to have a higher chance of being read, so make every character count. 
7. Your introduction paragraph will make or break the journalist’s interest in your story. It represents the gateway to capturing attention and intriguing the reader. Start with an opening line that immediately grabs interest and sets the tone for the rest of your pitch.
8. Make sure there is laser focus on the unique angle of your story. Your pitch should be relevant and compelling enough to catch the busy journalist's attention. Highlight why your story is worth telling and why people would engage with it. An intriguing angle makes all the difference between a forgettable pitch and one that deserves attention. 
9. Emphasise exclusivity. National newspapers often seek exclusive stories that haven’t been covered anywhere else. Assure them that your story is exclusive for them, and it will increase its appeal. 
10. When you make your pitch, pick up the phone to talk to the journalist in the first instance and then immediately send them the information they will require to decide on the story. Personal interaction allows you to convey the enthusiasm behind your story and make it more memorable. Pair this with a follow-up email with all the essential details and your pitch will stand out and be more likely to be seriously considered.