Ever wonder why
we refer to convincing an editor a story is worthy by “pitching a
story?” I have. I’m a baseball enthusiast, and it makes a lot of
sense to me. When the editor is at bat with you, he or she has a few swings to
make before making a connection – through the story idea (ball) that could
end up being a base hit or a home run. Naturally, everyone wants to hit a home
run when they go to bat with an editor. Sometimes publicists and writers do
have to walk to first base for the story assignment. Here are some helpful tips
on how to pitch a story to an editor – and how to at least hit a single,
double, or triple – if not a home run on occasion.
Use an
Editor’s Time Productively Time spent on the telephone with
an editor is more like a gift from God. If you want to be successful at
purveying a story idea, it’s best to have the information you want to
convey rehearsed, or in note written form prior to your call. Try not to spend
more than 10 or 15 minutes speaking about your story idea. Always ask the
editor, “Is this a good time for you?” before beginning your pitch.
Another great way to reach an editor is by a well-written e-mail pitch. In
either case focus the presentation or conversation on your story idea(s). If
the editor is interested, he or she may ask more questions. If not, the editor
should tell you.
Facts, Sources, Images The editor
needs to be interested in the theme of your story. A quick 2-3 sentence
synopsis should offer an original focus or angle on a topic related to the
publication. For example, if I wanted to pitch to Ms. magazine, I’d want
to have a feminist event, profile, or feature idea that would be appropriate.
Identify potential research sources for your story, or elaborate upon contacts
with experts in the area, to let the editor know you are capable of tackling
the subject. This expansion on your topic is key to keeping the editor’s
interest. Many magazine and newspaper editors will also ask you up front about
the availability of photographs to go with the story. Be prepared answer this
question with some viable suggestions for photos and a creative approach. By
now you’ve sold the story idea. So, don’t forget to ask about the
availability of a staff photographer from the publication to assist with
photos.
Where do I Find Stories to Pitch? Whether you
are working for yourself or an organization or company, you have your comfort
zones. These are vendors you are doing business with, your immediate
environment, and social functions that seem aligned with your work. Go outside
of your usual boundaries, experiment in other social venues, and talk to people
as often as possible. I look for story ideas when I’m on assignment with a
story. Because I write daily, I know that one story will inevitably lead to
another. I also pick up story ideas in the bar, at the university where I work
as a teacher, from other clients, from students, local activists, or during
outdoor group activities such as hiking and camping. I listen closely to what
people say, and I carry around my favorite pocketbook sized bungee notebook to
record my thoughts and story ideas. When I have an editor on the telephone, or
am lucky enough to meet one in person, I act like I did when I played ball: I
just start pitching.
Tools of the Trade Once, I had a
bead collection I acquired from a friend who was sick of beading. She said to
me, “if you just look at the collection long enough, you’ll have
ideas.” This is what I did, and this is how I made my necklaces.
For writers, I recommend they look at as many hard copy and on-line
publications as possible. Don’t forget to obtain a copy of the current
Writers Market. It’s a useful publication for profiling buying
publications. I suggest the budding writer look into publications in sync with
their personal interests. For example, I enjoy backcountry hiking and camping.
I would probably want to contact outdoors magazines to pitch them some stories.
I also have an interest in local newspapers, travel, educational, and holistic
healing magazines. I’ve pitched to all of these types of publications.
When you find a publication you really like, write down the editor’s name,
e-mail, phone number and start to pitch. There’s also a great
writers’ site called www.writingformoney.com. For $8 per month you can
review an interactive on-line listing of publications which are currently
buying new work. With these links, you can visit the publications directly,
read about them, and e-mail the editor your pitch. The longer you look at these
tools of the trade, the more ideas will percolate.
Hit a Home Run
You want to hit a home run with an editor and land a story? Well,
try going to bat with two to three story ideas instead of just one. Or the
story you’ve developed can be pitched at different angles, which may make
it more suitable for your publication of choice. Make sure to view at least
several articles from the publication itself before pitching an editor, so you
can have an idea of that editor’s taste in material and style. All of
these tips should help you land a great story, and even more in the future. As
with baseball: practice. With practice, you’ll learn how to pitch like an
expert.
ABOUT THE AUTHORElizabeth Kirwin has published work
in national magazines and newspapers. She is co-owner of Sidhe Communications
http://www.sidhecommunications.com in Asheville NC. She
develops web sites, newsletters, brochures, and other marketing materials for
companies and health care ogranizations nationally.
