PR 101: How to pitch your story to the media and why you should

by Bob Mulholland on May 11, 2015

in Tips & Tricks

You have read our tips for Facebook and Twitter; now, we are going to teach you how to pitch your stories to the news! Statistics suggest that campaigns that have received news coverage (both online or offline) raised 2 to 3 times more than campaigns that don’t. Furthermore, campaigns with news coverage also receives more anonymous donations. Examples of news covered campaigns include the Orly’s campaign and the Mama Jade campaign.

This blog post is going to teach you the basics of media outreach: news outlet selection, contact, email content, and follow up.

News Outlets

New outlet selection is very important given every news source covers certain types of news. For example, TechCrunch covers tech while TMZ covers gossip.

For basics, We recommend you tell you your story to local newspapers because:

1) They are easier to obtain coverage because they cover a niche area, so less competition.

2 )Your story is likely to be about someone in the community, so it’s very relevant to the readers; therefore, very likely to be covered.

Local newspapers include community papers, county papers, municipal papers and provincial/state paper. If you don’t know any local media sources in your area, a simple google search termed “___area newspaper” will give you plenty to choose from.

To ensure coverage, we recommend that you contact at least 15 to 20 media outlets (TV, news paper, online news, radio). After all, the more people you pitch to, the more likely your story will be covered.

How to Get News Coverage


To contact a News outlet, you must first find their contact information. For most sites, the contact page is located in the footer. However, the contact page link isn’t always obvious, so you can use CTRL and F (for PCs) or command F (for MACs) to find the contact page link. Once you are on the contact page, you will be faced with usually 3 types of submission structures.

1) The simplest format is the the News Outlet giving you an email to submit your news tip/story. The email address will usually be or You simply copy down the email address and send them your story.

2) The second type of format is a hosted submission box. This format is also very straightforward as you just copy and paste your story into the box and press send.

3) The third format is a long list of reporter/editor emails. For this format, you should look through the list and find the reporter/editor you think would cover your story. For example, if your story is about a new gadget, you should probably send the email the tech reporter. This format often has the general email address like available as well, so you could opt to send the story to the general email as well as a reporter’s email.

Note: Do NOT send your email to more than 2 reporters from the same site. It is recommended to just send to one reporter plus general tip email.


Although your email is telling a news outlet your story, the most important aspect is to emphasize on how the story is relevant to a news outlet and why they should cover it.

Your pitch email should Include the following:
1) Reasons on why your story is relevant to a particular news outlet

2) The main points of your story( Don’t be too long, just need to get the main points across.They are writing the story, not you)

3) Previous news coverages (links!)

4) A link or several to your campaign

5) Your contact information

How to pitch your story to the Media

Here is a example and template you can emulate:

Hi ____ (“reporter name” or “editor” for general email),

Given the holiday season and your previous coverage of local philanthropic stories, I thought I share with you an inspiring story of a 9 year old boy, who is raising money to buy pyjamas for kids in need.

The Christmas Pyjama Drive was born in 2010 out of the compassion of local boy, Reese Shelly. After discussing with his parents that not all children receive gifts at Christmas, Reese wanted to make Christmas a little brighter for disadvantaged children so he began collecting pyjamas. Together with Browns Restaurant Group, they were able to collect $45,000 or approximately 2250 sets pyjamas in 2012.

This year, the need for pyjamas is greater than ever, so Reese has decided to collaborate with online social funding platform, Fundrazr to reach a bigger audience. Reese hopes to collect 3000 pairs of pyjamas and deliver them to local Christmas bureaus and charities in time for Santa’s yearly visit. You can find their FundRazr campaign here.

“Anyone who has received a pair of pyjamas when they were a kid knows how good it feels to leave some milk and cookies by the fireplace and then snuggle in for the night to wait for Santa.” (Todd Shelly (Reese’s father))

They have been covered in previous years by news outlets such as Global BC, News 1130 and Richmond News. Given the local angle, holiday spirit, and touching story, your readers would be interested to read on. To see their campaign and story, click here:

For additional inquiries, please contact [Your , Name] at [your email] or [phone number]


Follow up

You are not guaranteed to get coverage from a news outlet by just one email. Often, you would have to send the email 2 to 3 times before you receive a reply from the news outlet. We recommend sending a follow up email if you don’t hear back from a particular news outlet after 1 week. Try not to send over 3 emails to the same reporter/news outlet.

Some news outlets will also have their phone numbers posted on their contacts page, so sometimes the easiest way to tell them your story is to give them a call.

Sound off any question you have in the comments below and we will do our best to answer them. Good luck!

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