Lessons from a former Forbes journalist: Crafting pitch-perfect stories that journalists can't resist
By Andrea Gläsemann
What bores me personally more than anything is hearing the same story twice or participating in a conversation that doesn't fully engage me, causing my thoughts to drift towards my unfinished shopping list or potential future vacation destinations. Seriously, a good conversation, for me, must broaden my perspective, open up new horizons, inspire me, and ultimately provide added value (which can be as simple as bringing me a little joy). Does this make me a somewhat demanding conversationalist? Certainly. But, in all seriousness, time is money, and wasted time won't be reimbursed in the end. So, I want to make the most of it—who wouldn't?
What does this have to do with my time as a journalist? Quite a lot—because how often have communications professionals tried to push content on me that really had no journalistic value, didn't align with Forbes, or merely added another spoke to the wheel of triviality? Definitely too often.
But what truly makes a story compelling? So here we are… I’m Andrea, former Forbes journalist, current Laika Space Dog, and I’m happy to share with you a new episode of my column, “Lessons from a Forbes journalist.” In this installment, I'll evaluate how you as a comms professional can create compelling story pitches for journalists to cut through the noise. Enjoy!
The 3 most important points to make your story pitch-perfect
As communications experts, you are undoubtedly familiar with news factors such as timeliness, relevance, and societal impact that journalists use to make their decisions regarding the newsworthiness of an event or topic. It is generally assumed that events with high news value are more likely to be covered in the news, focusing on aspects that align with these news factors. So, you already know what it takes to make your story "newsworthy" (if not, Google or ChatGPT can be your partners in crime). However, I have consistently encountered situations where I received pitches that, despite their news value, couldn't quite land—not with me, nor with other colleagues. Therefore, I'd like to explain three aspects, in my opinion, that make the difference.
1 - The spark must jump: Attention and curiosity is key
As often in life, it all comes down to piquing curiosity because what or who goes unnoticed or fails to captivate attention ends up in the realm of oblivion. Consequently, it may not make it to the journalist's desk, despite all news factors. While each individual is unique and various factors captivate their attention, there are some universal principles that could assist us as communications creators in sparking a journalist's curiosity. In this regard, a glimpse into psychology is worthwhile: the capacity for information processing is limited, and selective mechanisms help determine where attention is directed.
In psychology, there are various approaches and factors that explain how attention is generated. For example, it is helpful when something stands out due to its intensity and uniqueness. Personally, I have always been interested in startups that aim to change the world by offering products or services that are unexpected, such as 3D-printed fish, sustainable concrete made from clay-rich construction waste materials, or a vertical take-off electric jet that could potentially replace taxis for future travel. This so-called "bottom-up processing" approach assumes that we, as humans, automatically perceive stimuli without consciously directing our attention.
Conversely, the "top-down processing" involves a conscious process in which we direct our attention to specific stimuli, often driven by personal interests, goals, or expectations. This can be created in a pitch by focusing on individual journalists—who they are, what topics they cover, and what they are passionate about, combined with considerations of news factors such as societal relevance or proximity.
Additionally, there is the cognitive resource theory, which states that attention requires limited cognitive resources. When a task demands too many resources, it can lead to distraction or a reduction in attention to other tasks. This means keeping your pitch brief and to the point while providing the necessary information, such as the benefit of the pitched topic for the readers.
On the other hand, topics that are repeatedly presented may garner less attention as they become habitual. This is known as habituation. Therefore, if you have a topic that is currently saturated in the media, like the HR theme of employee participation, it's essential not to echo the same narrative but rather offer an interesting twist or a novel perspective on the subject.
2 - From the what to the how: The eyes and ears eat as well
Attention is an important topic, not only in relation to the subject itself. We are beings that interact with our environment through various senses. Therefore, not only 'what' matters greatly, but also 'how' in terms of 'how it is delivered.' The packaging is crucial. If your pitch is being delivered in written form, consider how to make it as appealing as possible. How do you visualize it—with color, images, videos, graphics...? While creativity knows no bounds, it's important not to over do it and overload the core message. It's more about using visualization to clarify and better convey the content.
And if you ask me, it's always better to present the pitch succinctly rather than with a long monologue, as per the motto that 'brevity is the soul of wit.' Bulleted points with the key aspects and highlights of important content are two of my favorite tools when creating a pitch. After that, consider if images, infographics, or other elements can enhance and enrich the pitch.
If you're delivering your pitch verbally, welcome to the fun art of presentation. Did you know that, in many Western cultures, 55% of communication between two people is conveyed through body language, 38% through tone and voice, and only 7% through content? This means we must be conscious of how important our gestures, facial expressions, posture, and speaking style are. Also, remember that body and voice should complement what you're saying.
Furthermore, always ensure that you stay true to yourself. There's nothing more off-putting than someone who isn't authentic. It’s not about putting on an act. We’re meant to bring our personality to the table and leverage our strengths in our pitches.
3 - Connecting the dots: Every pitch is a unique art form in itself
I remember a pitch from a communications consultant as if it were yesterday. It was an email with a one-liner and a few bulleted points. The very first line immediately caught my attention because it was perfectly tailored to the topic it proposed. It was about an innovative startup whose founder I had briefly covered years ago and it now had news that tied into and extended an important societal debate. In essence, the communications expert did the following: 1) Identified me as the right key person for the topic of innovative startups, as I had led the 30 Under 30 campaign back then and had briefly featured the person in a profile, 2) Placed the company's news in a broader context and expanded the conversation and 3) Presented their request succinctly, without unnecessary embellishments.
What I aim to illustrate is this: Don't consider these individual aspects of pitching in isolation but rather use them as tools to create a whole—something ideally tailored to the taste of the individual being pitched. I'm aware that you can't always tailor a pitch perfectly in every detail, nor should you, but when the opportunity presents itself, take that extra minute and go the extra mile—it's worth it.
The added value
In the dynamic realm of communication, the art of pitch crafting is an essential skill. Journalists highly appreciate pitches that resonate, narrate compelling stories, and demonstrate a deep understanding of the craft of communication. We delved into the significance of igniting curiosity, skillfully packaging content, and ensnaring not only the intellect but also the senses. These are the elements that distinguish outstanding pitch creation from the rest. Ultimately, each pitch should be a unique masterpiece, harmonizing both 'what' is conveyed and 'how' it is presented to captivate the intended audience. It is worth noting that while not every pitch can be perfectly bespoke, seizing the opportunity to go the extra mile can yield remarkable results. In the end, it can be said that a pitch, much like the meaningful conversation (I so much value), should offer an experience that captures attention, inspires, and delivers added value—and I'm quite sure you don't want to be the one in a conversation who leads others to complete shopping lists in their heads.