Pitching is when you contact a reporter or editor by phone to suggest a story idea or material for publication. This is a good method to use when you're testing a story idea or looking for feedback before putting a lot of effort into producing materials.

A good pitch is less than 60 seconds and will explain why the story is interesting, fresh and newsworthy.

When it comes to pitching, practice is key. Right down your script or outline the key points you want to hit. Then say your pitch out loud. If it helps, role-play your pitch with a co-worker. Your pitch will be more convincing and persuasive if you practice first.

Anytime you call a reporter your first question should always be, "Do you have a minute?" or "Is this a good time? I have a story idea to suggest." Be considerate of their time and they will pay more attention to your pitch.

Feel free to leave a pitch on voicemail, but don't think your job is over. You'll need to follow up in a day or two. Don't quit until you have a direct communication with the reporter or editor.
For samples of pitch scripts, see the worksheet section.

Follow up is essential, but don't overdo it. One or two phone calls a week or a single email or fax follow up is appropriate. More than that may put you in the pest category. Use your best judgment, though. If you're following up with new information, the same follow up rules need not apply.

Reporters are often away from their desks so be prepared to leave a voice mail. Your message should clearly state why you are calling (what's the news), what you want the reporter to do with this information, and how to contact you for more details.

Be prepared for coverage and its consequences. One thing reporters and editors hate is getting a tip on a good story only to find out nobody wants to talk about it. Before you tell the media about your story, do your homework and be prepared to handle the coverage.

Don't get discouraged if the media doesn't pick up your story. Breaking news or major events will take priority over your coverage. If an editor or reporter says no once, that doesn't mean they'll say no to everything in the future.