Crafting a newsworthy story is the difference between getting media coverage and getting ignored. Trying to convince a journalist to cover a story can feel like wrestling an octopus — elusive and slippery. More often than not, you’re left wondering if your pitch disappeared into the abyss. Assignment editors and producers receive upwards of 500 emails daily. Editors can easily bury your brilliant pitch. But sometimes, the problem isn’t luck — it’s that the pitch simply doesn’t feel like a newsworthy story.
Journalists don’t want to read a product manual or a company victory speech. That’s why pitches about new gadgets, staff promotions, or shiny awards rarely make the cut. If you want coverage, you need to present a newsworthy story — something that matters to their audience.
As someone who used to work as an assignment editor in the news, and thus was the recipient of 500+ emails a day, I know exactly what newsrooms are looking for – And what they’re not. I can personally attest that newsroom staff don’t read most emails all the way through — they simply don’t have the time. If the subject line didn’t catch my attention, I deleted the email. If the first sentence didn’t pull me in, I deleted it.
Now, whenever I craft a pitch, I imagine I’m writing to my former self as an assignment editor and ask, “Would I cover this?” That doesn’t mean every pitch our Strat Team sends earns coverage — luck still plays a role. But we take pride in sending pitches that clearly feel newsworthy.
But what makes a story worthy of the news?
In my days as a journalist, I measured a story’s worth by its impact. What makes a story impactful?
- Does it save me time?
- Does it save me money?
- Does it keep me and my family safe?
- Is it happening in my area?
- Does it teach me something?
- Does it make me want to tell someone?
- Is it memorable?
If your pitch can check at least one of those boxes, congratulations! You’ve got yourself some news value. If your pitch fails to answer any of those questions, it’s probably just an ad — and journalists will send it straight to the virtual graveyard. The key is to demonstrate the value of the story right from the get-go. Remember, the subject line and first sentence are the superheroes of your pitch. If they don’t grab attention, journalists will ignore the rest of your message.
News is a precious resource – like that last slice of pizza everyone wants. Time on a newscast or space in a newspaper is limited, and journalists guard it fiercely. If you can get inside their heads, viewing every pitch through a “news lens,” you’ll skyrocket the news value of your pitches. And if luck decides to shower you with blessings (or maybe even a downpour), voila! You’ll find yourself basking in the glory of increased media coverage.