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Get Your Business’s Story In Front of the Right Journalist

A few tricks of the trade to get your news into the hands of journalists via a compelling pitch…




HERE ARE A few tricks of the trade to get your news into the hands of journalists via a compelling pitch. Pace yourself; this takes a bit of endurance.

A pitch is essentially a short synopsis to share a story idea. The best way to get started is to compose an email. If this is your first time reaching out to a media contact, be sure to introduce yourself first, addressing the reporter by name (Dear Tabitha etc.). Then summarize your news in a short paragraph or two. You don’t need to tell them everything. Just give enough detail to share the main elements and pique their interest. Lead with how your service, product or company would be beneficial to their audience. Some journalists receive dozens or even a hundred pitches a day. Get to your point quickly, and make your idea stand out. Personalize the first sentence by mentioning a topic they recently covered and how that relates to your pitch.

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Think of your angle. What is new, surprising, challenging or local about the story? Use that slant to set your tone. If there’s an emotional element, be sure to include that too. We’re all human and sometimes make choices simply because it speaks to our heart.

Write in your own words using natural language. Basically, write as if you were talking. Speaking of that, be sure to read your pitch out loud before sending. You’ll find you may need to tweak a word or two that sounds awkward or isn’t flowing. Once you complete that step, spell-check is a must.

Ready to send? Not so fast. You’re not going to send a pitch with an empty subject line are you? This is your first impression, so make it count. Here are a couple of ideas to get your creative juices flowing:

  • New Cat Toy Saves Furniture
  • Pet Food So Nutritious You Can Eat It Too
  • CBD Product That Gets Sedentary Dog Off Couch in One Week

OK, now you’re ready to send! Where to? You want to reach relevant journalists — most likely in the retail, pet product or pet services space. To find the right contacts, follow industry-related publications. is one great source. You can also search a topic on Google News and browse articles from there. You’ll find there is a consistent group of writers who cover topics related to your industry.


Many writers include their email address at the end of an article or on their Twitter bio. If not, you may need to do a bit of sleuthing. You can call the outlet newsroom and ask for the information, or if you spot an address at the same publication, you can borrow the formula. For example:

If building your own target list seems too daunting, then there are also subscription-based media databases where you can find almost all U.S. outlets, including journalists’ email addresses, phone numbers and contact tips. The downside is that they can be costly. To learn more, Google “media database.”

Phew! That was a lot of work! But you’re not done yet. How many emails get lost in your inbox? Give it a few days and follow up with a friendly phone call, highlighting the main points of your email pitch. If you’re feeling nervous, you can always ask if they’re on deadline first. If they pick up their phone, chances are they have a quick minute. Again, keep it brief and don’t take it personally if they reject your idea. If you don’t catch them at their desk, leave a polite message and let them know you’re following up on the story idea sent on X date, and reference the catchy subject line you crafted. Clearly articulate your name and phone number slowly and then repeat. You’ve got about 30 seconds to hold their interest.

Good luck! I’m rooting for you!

Kristen Levine is regarded as one of the foremost pet marketing experts in the U.S. with more than 25 years of experience. She’s developed a Pet Credible Influencer Program for brands and is a senior vice president at FWV Fetching, an integrated marketing firm that services pet-focused companies, veterinary businesses and consumer brands. Contact her at:



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