(Norfolk, Va., October 28, 2026) - How do you keep a journalist from scrolling past your email, to take a closer look at your pitch? It’s not a setup for a joke. It’s a challenge many organizations face when developing a news release without a sound strategy—or without the right writer on the team.
I’ve seen newsworthy ideas buried halfway through an email and pitches that were longer than the releases themselves. Why make the message so hard to find?
The key is to start with a compelling hook. Get people thinking about the difference between having news and having a story worth covering.
A strong pitch draws on any of these components:
Relevance: Why should this audience care about the story now?
Timeliness: Is there a current event, emerging trend, seasonal connection or timely issue that makes the story especially relevant?
A fresh angle: Does the pitch offer a new perspective, an unexpected finding, a meaningful development or a different way of looking at a familiar subject?
A human element: Is there a person, experience, or real-world impact that makes the story relatable?
Credibility: Can the organization support its claims with meaningful data, expert insight, evidence, or access to relevant sources?
You don't need every ingredient, but you do need a compelling reason for an assignment editor or reporter to to take a closer look.
Address a Common Misconception
This may be the most important point: What an organization wants to announce isn't necessarily what the media’s audience yearns to read, watch or hear.
The distinction gets to the heart of good media relations. A pitch should be built around the story—not the organization's desire for exposure. For example:
Announcement: “Local organization launches a new community program.”
Potential story angle: “A new community program aims to address a growing local need, with early results and residents’ experiences offering insight into its impact.”
The stronger story angle would need actual evidence, relevant sources and a verified local need to support it. The point is to move beyond what an organization wants to announce and show why the story matters to its audience.
Bring It Back to the Pitch Itself
Even a promising story needs a well-executed pitch. Before you hit “send,” ask yourself:
Can the news angle be understood quickly?
Is the connection to the journalist's beat or audience clear?
Does the pitch explain why the story matters at this point in time?
Is there a credible source or supporting information to make the story worth pursuing?
A good pitch doesn't guarantee a score, but a clear, relevant and well-supported story idea gives you a better shot.
So, to pitch like a pro: Practice due diligence before stepping up to the plate. Make sure you have a story worth swinging. And give the journalist a reason to take a closer look.
Elizabeth Evans is a marketing communications specialist based in Coastal, Virginia. She has enjoyed a successful career in public and media relations, although her performance on her hometown softball team was, by her own assessment, strictly minor league. Visit www.evansatwork.com.
