The following are tips on pitching a story or event to a reporter. Some of these tips are also relevant to maintaining a decent working relationship with reporters. Maintaining a relationship with particular reporters and simply working with reporters before, during, and after coverage will help affirm a relationship which may prove helpful when you seek to pitch a story to score media coverage.

1. Get Their Attention! Get to the point, then work the details. If you are cold calling a reporter with whom you do not have a relationship, or even if you have worked with the reporter before, it is important to get their attention quickly. You should know why the reporter might cover your story. You should be able to quickly and interestingly explain the story or event.
2. Practice Your Pitch Prepare your story by practicing the pitch on a co-worker to be sure your story and approach is interesting. Write down important details and outline how you plan to pitch the story.
3. Listen First When you call a reporter, be sure they are not on deadline. If so, the reporter may wish to speak to you at a better time. Inquire as to a better time to call and call back at that time.
4. Be Specific When you talk to the reporter, be prepared with supporting facts, names, and details. You need to be organized in case the reporter wants to follow up on any stories or facts you present. Be specific in regards to your story.
5. Know the Issue The reporter you work with may be very knowledgeable on the details surrounding your story. You should have a clear message and story as well as in-depth knowledge on the issues.
6. Relevance Connect your story with a relevant current event. Maybe there is a related bill in Congress or a new study or something else of relevance.
7. Facts If you do not know the answer to a reporter’s inquiry, suggest that you call them back when you have the information. Do not make up facts, they may appear on tomorrow’s front page.
8. Additional Materials Be prepared to offer additional materials such as pictures, background information, and sources which they may need to complete a story.
9. Keep Record In your media database, record what stories you pitch and to whom. This will provide you with a log of reporter interests and particular requirements that may aid in working with the reporter in the future.
10. Retry, Re-pitch Do not harass a reporter. However, you should consider different angles which strike different interest if one method is not working. If you come up with a new angle or development, feel free to pitch the story to the reporter again.