Let’s get comfortable with pitching

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I have been pitching for 15 years. I’ve broken big stories with all the relevant sales, growth and investment numbers that had many takers. I’ve also thought up creative themes for regular stories to make them appealing, and pitched a story with no news value. At the end of this article, you will learn a process, and things to keep in mind while crafting a pitch. Practice makes perfect, and this information can be your starting point. Convinced? Well I just pitched to you!

I pitch daily, through calls, on email and even via WhatsApp. Even though I have been doing this for over a decade, I do not always get it right. If you are looking for some magic pill let me tell you there is no guarantee that every pitch of yours will work. Beware of anyone telling you the same.?

The more you pitch, the easier it gets. Here are a few pointers that have helped me pitch better. Note: this article is specifically targeted at pitching to the Indian media.?

1)????RESEARCH THE TOPIC:??Ex: I worked with a client in the insurance sector. The sector itself doesn’t make for compelling stories, so we tried something different. On World Environment Day we did a research in collaboration with ‘Sustainable Solutions for the Environment ‘on the impact of air pollution on health and the diseases it caused. These diseases were mapped for certain states and some internal claim data was also matched with this information we got a really engaging story. Thus, we created a story where there wasn’t one before. Before you pitch, you should look at how you can offer the data differently and add value to the reader’s life. It’s always better to approach the journalist with an idea or talking point than just asking them what they are working on. Beyond making your pitch stand out, this will also impress your client.?

2)????RESEARCH THE JOURNALIST:?In real life, time is always of essence. Even if you feel you are always short on time, ensure that you look up the individual on LinkedIn or Muckrack. Sometimes I depend on colleagues who know the sector well, to tell me about the journalist and her work. But, you NEED to take time out to learn about the journalist. Also, I always look at the last half dozen stories of the journalist to get a feel of her work. Currently, I pitch a lot for start-up clients, however, I know that each journalist will write on a different sector and may even track a different aspect within it. For ex: A journalist that writes on the start-up sector will not write on MSME’s or Blue Chip companies. Also, within the start-up sector they may write specifically on Femtech or the intersection of women and technology. You need to pitch accordingly. Knowing who you are pitching to helps you create a relationship with them as well!

3)????RESEARCH THE PUBLICATION:?So, you have two platforms that write on women entrepreneurs — one is a serious business publication, one is about what entrepreneurs do after hours. Your pitch will have to change according to the publication . Some of these publications will have clear pitching guidelines on their website, some may even have forms to submit your idea. Go ahead and learn what works.

4)????Understand WHY YOUR STORY is IMPORTANT:?You may believe in your product or service and its world changing abilities, but why should it matter to the publication’s readers? You should be putting the readers needs first and think about what this story would add to their lives. The ‘Story’ aspect is also important. When writing a pitch, ensure you describe what kind of story you wish to tell the readers.?

5)????MAKE IT RELEVANT, CONCISE AND INTERESTING:?The pitch should answer the question, ‘why now’? What is the relevance of the story/ the person at this moment in time? Do not cram all the information in your pitch but highlight the most important points. The pitch should be enough to pique a journalist’s interest. You can give additional information in your follow-up emails.?

6)????FOLLOW THE PROCESS:?By now I know the journalists that prefer to get their pitches on Whatsapp and those that require an email. Some also have only particular timings in which to approach them, others are more flexible. Learn what works and stick to it. Otherwise it can end up being frustrating and a waste of time for both of you.?

7)????FOLLOW UP WITHOUT BOTHERING:?Similarly, don’t keep following up with the journalist about your pitch. Usually they will tell you when to connect and you should keep to that schedule. Alternately, follow up once and then leave it.?

8)?????MAKE THE JOURNALIST’s JOB EASIER:?So, the journalist has agreed to do your story. Provide her with all the information required and in a timely manner. Journalists’ jobs are often 24/7 and now with digital media, there is a race to fill up space online. Ensure that everything on your end is done within deadline.?

PRO TIP:?Take rejection in your stride, but don’t let it get you down. For ex: Recently, when I pitched one of my manufacturing clients, I was told very clearly and politely that the journalist would only cover new developments and not feature stories. Even if the pitch is declined, it is important to cultivate a relationship with them and give them insights into the sector. This will help them refer back to you in the future for relevant stories. The same journalist said she looked forward to engaging with me later. Sometimes, even with a rejection, the journalist will offer a suggestion that could help with future pitches.??I have had journalists come looking for me because they can now use inputs from my clients or remember a pitch that is of interest to them now. So, don’t take rejection personally. Sometimes, the timing doesn’t work or the editor needs a different direction… there are many reasons a pitch isn’t approved.?

Was this article helpful? Do share any pitching tips and tricks you follow. It need not be just about pitching to the media. I bet some of these steps could be used by our non -media colleagues as well!