How to Make a Punchy Pitch: A Winning Formula
Reporters’ inboxes are overflowing with press releases and pitches. If you want coverage for your business or organization, nailing your pitch is the key to ensuring the story makes the news. Make your pitch grab attention, deliver impact and leave your audience wanting more using this winning formula – concise, clear and compelling.
Concise: Be direct. Reporters are busy! Cut the fluff and focus on the essential details. Provide just enough information to pique their interest and leave room for an interview with a trusted source from your organization to help bring the story to life. Be sure to explain why this person would provide an expert and insightful interview on the topic.
Clear: It should be immediately clear why their audience should care about this story. Be sure you have done this newsworthiness test for the 5 elements of news:
- Timeliness – Is your story relevant right now? Tie it to a recent event, trend or upcoming milestone.
- Proximity – Does the story impact the reporter’s local audience? If not, find a way to make it relevant.
- Impact – Does your story have an emotional or dramatic element? How does this story affect the audience? Stronger impacts make for stronger stories.
- Prominence – Does the story involve a notable person, organization or event?
- Human Interest – Stories that evoke emotion or highlight struggle and triumph are more likely to be shared.
Additionally, include the essential who, what, when, where, why, and how up front. Don’t make the reporter work to understand or ask follow-up questions. If he or she has to work too hard to see the point, they certainly won’t share it with others. Make sure every sentence is purposeful and provides value.
Compelling: Include details that will hook their audience and grab their attention. Highlight impressive numbers or surprising facts. For every key message, include one example, story, quote or anecdote that illustrates the point.
In a survey of 500 top-tier publishers, Fractl discovered that 81% of editors prefer email pitches over other channels like social media, contact forms and phone calls. They also found that 85% of editors open pitches based on the subject line. Keep these key tips in mind when crafting your subject line:
- Keep your subject line as short and to the point as possible
- Keep your subject lines specific and descriptive
- Avoid CAPS, emojis or exclamation points
- Include data to add credibility
Here’s an example of a punchy pitch:
Subject Line: Ohio Farmers Saved 1.6B Gallons of Water in 2024
Email Body:
Hi [Reporter’s Name],
Ohio farmers are leading a sustainability revolution, implementing innovative practices that have already saved 1.6 billion gallons of water in the past year alone. As rising drought concerns impact American agriculture, local farmers are using cutting-edge technology to grow more with less, without sacrificing yield.
[Spokesperson’s Name], an Ohio farmer and sustainability advocate, is available for an interview to discuss how these methods are shaping the future of farming. He can offer firsthand insight into precision irrigation, soil health improvements and eco-friendly pest control that are measurably impacting both the environment and farm profitability.
I’ve attached a with more details on the impact of these sustainability efforts. Would you like to speak with [Spokesperson’s Name] for a feature? I’d be happy to coordinate a time or provide additional details.
Looking forward to your thoughts.
Best,
[Your Name]
[Your Contact Info]
Follow-up Strategy: If you don’t hear back, follow up a maximum of 1-2 times, once after a few days and a final check-in a week later.
Remember, reporters are always looking for stories that will captivate their audience. They’re eager to uncover the next big headline. Help your headlines land by ensuring your pitch is concise, clear and compelling.