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How to pitch news outlets to cover your action

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To pitch a reporter or assignment editor about an action or event you’re planning is to call them up—typically after sending them a news release—and attempt to persuade them that they should come out (or send a reporter) and cover what you’re doing. A good pitch call is at least as important as sending a good news release. With a call, unlike a news release, you are creating a memory of a human-to-human interaction. It’s your opportunity to make a strong impression so that when the reporter or editor goes into their morning or afternoon meeting—where they’re deciding which stories to cover—they are more likely to advocate for covering your event.

Reporters and editors are busy people. They often sound as if they are unhappy that you reached them by phone, and sometimes you’ll be lucky to get a full minute of their time. An effective pitch call makes a strong impression within the first five seconds, and makes at least the start of a compelling case within ten seconds.

For comparison, here’s an example of an ineffective pitch call:

Hi. My name is [name]. I’m calling about an event that we’re organizing. The event will be here in Manhattan. We’ll be having a march. It’s part of Occupy Wall Street. Veterans will be joining the protest today.

The caller would be lucky to get to the veteran part—which is the news hook—without the reporter or editor yawning or interrupting. Now, here’s an example of an effective pitch call:

Hi, I’m [name], calling on behalf of ‘Veterans of the 99%’. Tomorrow, military veterans dressed in uniform will march in-step from the Vietnam Memorial in lower Manhattan to the Stock Exchange. Then they’ll join Occupy Wall Street — where they’ll use a “people’s mic” to talk about why, as veterans, they are participants in the 99% movement. Did you receive our press release?

While the second pitch is actually slightly longer than the first, it is packed with words that command attention and stimulate the imagination. Everything in the pitch floods the mind with powerfully vivid images. The first example, on the other hand, is bland. There’s no indication of what the caller is even talking about until a few sentences in.

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