Principles of a Persuasive Pitch
In this session, you’ll learn from journalist Nancy Durrant how to catch a journalist's eye with your ideas and projects.
Identify Your Audience and Stay Updated
Understand who will be most interested in your project and choose publications that reach them effectively.
Consider subscribing for the publications that you aspire to be appearing in - read them, get a sense of what they cover and try to keep up to date.
Remember — “Editors change, which means that the culture of a newspaper or magazine can change.”
“It’s always about the story”
Find your hook. Focus on what makes your project stand out in the context of current trends. Think: “What is new about my project?”
There are a lot of ways that a project can land on a page. It is important to craft the story and consider its format. Will your project be best suited for a feature? A review? Think about group pieces as well.
Something to be aware of is that if it's too similar to something a journalist has already written, then editors will write it off. Don’t fall into repetition.
Networking
Build relationships with journalists who are eager to pitch new stories, especially with writers who are at a similar stage. Remember that they also want to make contacts, and they want to impress their editor.
Use LinkedIn. It is a valuable tool to find key people and understand their roles in organizations that you want to connect with.
Before meeting journalists, be sure to read their recent articles. This shows respect and helps create a meaningful conversation.
Master Timing & Personalize Your Approach
Reach out to learn the timing preferences of each individual publication.
Don't leave your consideration of press coverage to the last minute.
Choose carefully who to send your pitch emails to and try and tailor everything as much as possible. Remember — “Don't send anything with a subject line that you wouldn't want to read.”