How to Pitch a Story
Ever wonder why we refer to convincing an editor a story is
worthy by “pitching a story?” I have. I’m a baseball enthusiast, and
it makes a lot of sense to me. When the editor is at bat with you, he
or she has a few swings to make before making a connection –
through the story idea (ball) that could end up being a base hit or a
home run. Naturally, everyone wants to hit a home run when they
go to bat with an editor. Sometimes publicists and writers do have
to walk to first base for the story assignment. Here are some
helpful tips on how to pitch a story to an editor – and how to at
least hit a single, double, or triple – if not a home run on
occasion.
Use an Editor’s Time Productively
Time spent on the telephone with an editor is more like a gift
from God. If you want to be successful at purveying a story idea,
it’s
best to have the information you want to convey rehearsed, or in
note written form prior to your call. Try not to spend more than 10
or 15 minutes speaking about your story idea. Always ask the
editor, “Is this a good time for you?” before beginning your pitch.
Another great way to reach an editor is by a well-written e-mail
pitch. In either case focus the presentation or conversation on
your story idea(s). If the editor is interested, he or she may ask
more questions. If not, the editor should tell you.
Facts, Sources, Images
The editor needs to be interested in the theme of your story. A
quick 2-3 sentence synopsis should offer an original focus or
angle on a topic related to the publication. For example, if I
wanted to pitch to Ms. magazine, I’d want to have a feminist event,
profile, or feature idea that would be appropriate. Identify potential
research sources for your story, or elaborate upon contacts with
experts in the area, to let the editor know you are capable of
tackling the subject. This expansion on your topic is key to
keeping the editor’s interest. Many magazine and newspaper
editors will also ask you up front about the availability of
photographs to go with the story. Be prepared answer this
question with some viable suggestions for photos and a creative
approach. By now you’ve sold the story idea. So, don’t forget to
ask about the availability of a staff photographer from the
publication to assist with photos.
Where do I Find Stories to Pitch?
Whether you are working for yourself or an organization or
company, you have your comfort zones. These are vendors you
are doing business with, your immediate environment, and social
functions that seem aligned with your work. Go outside of your
usual boundaries, experiment in other social venues, and talk to
people as often as possible. I look for story ideas when I’m on
assignment with a story. Because I write daily, I know that one
story will inevitably lead to another. I also pick up story ideas in
the bar, at the university where I work as a teacher, from other
clients, from students, local activists, or during outdoor group
activities such as hiking and camping. I listen closely to what
people say, and I carry around my favorite pocketbook sized
bungee notebook to record my thoughts and story ideas. When I
have an editor on the telephone, or am lucky enough to meet one
in person, I act like I did when I played ball: I just start pitching.
Tools of the Trade
Once, I had a bead collection I acquired from a friend who was
sick of beading. She said to me, “if you just look at the collection
long enough, you’ll have ideas.” This is what I did, and this is how
I made my necklaces. For writers, I recommend they look at as
many hard copy and on- line publications as possible. Don’t forget
to obtain a copy of the current Writers Market. It’s a useful
publication for profiling buying publications. I suggest the budding
writer look into publications in sync with their personal interests.
For example, I enjoy backcountry hiking and camping. I would
probably want to contact outdoors magazines to pitch them some
stories. I also have an interest in local newspapers, travel,
educational, and holistic healing magazines. I’ve pitched to all of
these types of publications. When you find a publication you really
like, write down the editor’s name, e-mail, phone number and start
to pitch. There’s also a great writers’ site called
www.writingformoney.com.
For $8 per month you can review an interactive on-line listing of
publications which are currently buying new work. With these
links, you can visit the publications directly, read about them, and
e-mail the editor your pitch. The longer you look at these tools of
the trade, the more ideas will percolate.
Hit a Home Run
You want to hit a home run with an editor and land a story?
Well, try going to bat with two to three story ideas instead of just
one. Or the story you’ve developed can be pitched at different
angles, which may make it more suitable for your publication of
choice. Make sure to view at least several articles from the
publication itself before pitching an editor, so you can have an
idea of that editor’s taste in material and style. All of these tips
should help you land a great story, and even more in the future.
As with baseball: practice. With practice, you’ll learn how to pitch
like an expert.
Elizabeth Kirwin is a seasoned website promotion specialist who has pioneered and developed methods of organic search marketing. Her company, http://www.sidhecommunications.com is a website development and promotion firm with offices in Virginia and North Carlina.
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