Unlike a news release, story pitches may not be about a specific announcement or event.
They typically have a longer shelf life and are more abstract. Dig out stories in your
organization (there are always more than you think), fashion them, package them with
good background and contacts, and pitch them to a reporter or editor.
Be absolutely thorough (but stay brief!) with facts and information.
Have as much information on it as possible (including staff willing to be
Pitching often assumes exclusivity. Pitch one story to one media outlet. If they
decline the story, you are free to pitch to another.
Many are passed over
Be confident, but with realistic expectations. You're not the White House or the
Mayor's office, but you do have important information and you can make news.