Asia Pacific Forum of National Human Rights Institutions Here are some ideas for to help plan for a successful pitch. • Know the media outlet: Read the newspaper that you want your story to appear in or listen to the radio programme that you want to be on. What sort of stories do they cover? Who is their audience? How will your story appeal to that group of people? • Have an engaging story: Just because something is interesting to you, it won’t necessarily be interesting to others. Think like a journalist and develop an idea that has lots of newsworthy elements or “hooks”. Above all, your story has to be current. • Know who to approach: Make sure you contact the person who can make the story happen. It’s often best to speak to a journalist you have worked with on previous stories. If you are approaching a media outlet for the first time, contact the news editor of the newspaper or magazine, or the producer for the radio or television programme. • Keep your pitch brief: You must be able to explain the story quickly and clearly. Write down all the key elements in bullet form. • Anticipate questions: What questions is the journalist likely to have? What will he or she need to know before saying yes to the story? Address these questions in your pitch. Who to contact The editor makes the final decision about what stories will go on the television bulletin or in the newspaper, magazine or online publication. Larger newspapers also have “section editors” and a “features editor”. Journalists, especially senior journalists or journalists on a specific “round”, often have a large say in the stories that they cover. The producer decides on the types of stories and the “talent” that will be included on television or radio current affairs or talk shows. If you need telephone or email contact details, contact the media outlet’s switchboard. Call or email? There are advantages with pitching a story over the phone. You have a chance to talk directly with the journalist and gauge his or her initial response. If you already have a working relationship with the journalist, or if the story relates to something happening very soon, then it makes sense to call. Most journalists, however, prefer to be contacted by email. They are busy, they are working to deadlines and your phone call can be an unwanted interruption in their day. Pitching a story via email gives the journalist the chance to consider the idea when he or she has the time to do so. If the journalist likes it – and journalists are always looking for a good story – he or she will respond. The challenge is to “sell” your idea quickly and clearly. Long-winded emails are a turn-off. Be succinct and try and keep your email to around 200-250 words. Keep the pitch focused on the audience and the newsworthy elements of the story. If you haven’t heard back from the journalist within a week, send a polite follow-up email. Forward your initial email and let the journalist know that you are inquiring as to whether he or she is interested in your idea. Don’t be discouraged if you don’t hear back. Journalists aren’t being rude when they ignore you; most will receive dozens of pitches every day, along with hundreds of emails. Keep thinking like a journalist and pitching story ideas. You will get the results over time. 26 | Chapter 2: Engaging with the media: Tools and strategies