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How to Pitch a News Story to an Editor: A Guide for PR Pros

BrandBomb PR



Crafting a pitch that resonates with an editor isn’t just about sending an email with a catchy subject line. It's an art, one that blends strategy, precision and a little bit of flair. For PR professionals, knowing how to effectively pitch a news story to an editor can make the difference between landing a feature and getting buried in the inbox abyss.


In this blog, we'll take a look at the best ways to pitch your story to an editor and ensure your news makes its way into the headlines.


1. Research, Research, Research


Before you even think about hitting "send," do your homework. Editors receive hundreds (if not thousands) of pitches every day. The more tailored and relevant your pitch is, the better your chances of standing out.


  • Know the editor's beat: Is your story aligned with the editor’s area of coverage? Whether it’s lifestyle, business, or entertainment, make sure your pitch matches their focus.

  • Understand the publication's tone: Each outlet has its unique voice. If you’re pitching a lifestyle piece to a hard-hitting news site, it might not land well. Similarly, pitching a serious topic to a quirky, lighthearted publication is a mismatch.

  • Timing matters: If your story is tied to a specific event, holiday, or trend, make sure it’s timely. Editors are always looking for fresh angles that fit the news cycle.


2. Craft a Compelling Subject Line


Your subject line is your first (and sometimes only) shot at grabbing an editor's attention. It should be short, sharp and immediately relevant to their beat.


  • Be clear, not cute: A clever subject line can be a hit, but only if it’s still clear about what the story is. Editors often skim headlines, so it needs to quickly convey what your pitch is about.

  • Create urgency or relevance: Including timely elements like "Exclusive" or "Breaking News" can add an element of urgency that encourages editors to open the email.


3. Start With a Hook


The first line of your pitch should grab the editor’s attention. Think of it like an elevator pitch: you only have a few seconds to explain why they should care.


  • Make it newsworthy: Editors are looking for stories that have a strong hook or timely call to action appeal. What makes your story unique or important right now?

  • Be concise: Get straight to the point. Editors don’t have time to read long-winded intros. Your pitch should be a quick read, with the most important information at the top.


4. Keep It Short and Sweet


Editors are busy. They don't have time to sift through paragraphs of fluff. Your pitch should be short, concise and to the point.


  • Focus on the key elements: Who, what, where, when and why. What’s the angle? Why does it matter? How does it fit with what the publication covers?

  • Respect their time: Keep the body of your email to around three to four short paragraphs. If it’s any longer, you're risking losing their attention.


5. Offer Value to the Audience


Editors want to know that the story you’re pitching is worth their readers’ time. Your pitch should clearly explain why the story matters to the publication’s audience.


  • Highlight benefits: How does this story benefit their readers? Whether it's an exclusive, an expert opinion, or a trending topic, make sure the editor understands the value your story brings.

  • Give a fresh angle: Editors are looking for something unique. How is your story different from the rest? Why should their audience care?


6. Include Supporting Materials


If you have additional materials like press releases, photos, or videos, be sure to mention them. Editors love having everything they need to craft a story right at their fingertips.


  • Keep attachments minimal: Too many attachments can make your pitch look overwhelming. Include only the essentials, such as high-resolution images or relevant documents.

  • Link to online content: Instead of attaching everything, provide links to relevant articles, websites, or media coverage that support your pitch. This not only saves space but also helps the editor quickly verify your story.


7. Follow Up, But Don’t Overdo It


After you send your pitch, don’t just sit back and wait. Editors are busy and your pitch might get lost in their inbox. A well-timed follow-up can keep your story top of mind, but don’t bombard them with multiple emails.


  • Be patient: Wait at least 48-72 hours before sending a follow-up. Editors are often juggling many stories at once, so they need time to review your pitch.

  • Be polite: Keep your follow-up short and friendly. Editors appreciate professionalism and understanding.


8. Personalize Your Pitch


While sending out a mass pitch can save time, personalized pitches are more likely to get noticed. Editors want to feel like you’ve taken the time to understand their publication and the types of stories they cover.


  • Include their name: Address the editor by name in the email. This small touch shows you’re paying attention.

  • Reference their past work: If possible, mention an article they’ve written that aligns with your pitch. This builds rapport and shows you’re familiar with their content.


Conclusion: Mastering the Art of the Pitch


Pitching to an editor doesn’t have to be intimidating. With research, a great hook and clear communication, you can significantly increase your chances of securing coverage. Always aim to make your pitch a time-saver for the editor by making it relevant, concise and easy to digest.


Remember, the key to a successful pitch is always providing value. Editors want stories that resonate with their readers, so be sure to keep that in mind when crafting your pitch.


Ready to get started? Let’s work together to craft a pitch that’ll grab an editor’s attention and secure that much-needed media placement. Contact us today and let’s turn your PR goals into reality!


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