The panel of journalists and producers spoke candidly about what kind of stories they’re interested in and revealed exactly what they need for a news or feature story.
On the panel were:
• Andy Smith, editor, BBC Radio 4 You and Yours
• Sara Ward, deputy editor, Take a Break magazine
• Vikki Cook, executive producer, Sky News
• Emma Tucker, editor, Times2
What makes a good pitch?
Andy Smith:
- Don't ring between 12 and 1 when the programme is on air!
- Ensure the pitch has a human interest
- Helps if public policy is involved in some way
- The story must stand up journalistically, e.g. make an interesting news piece
- Know you story - hates it when he asks questions and the PR can't answer them
- Avoid spin, e.g. fake survey
- Phone the appropriate journalist
- Look at our magazine and what we write about
- There are no celebrities on the magazine so don't offer us celebrities!
- Call in the afternoon - as a newsroom they're busy in the morning
- Thursday at 3:30pm is the best time to call as they have just put the previous issue to press
- Find out when a publication goes to print and contact them straight after that
- Offer an interesting 'life story' rather than a boring case study
- Doesn't read press releases (!)
- Know the section you're pitching to
- Target the appropriate section editor
- "I've got a great idea for this column on this day"
- Try approaching freelancers, as they will often have a relationship with editors and therefore have more of a way in
- For TV, it is critical that you have good case studies
- Have a great story - if you can't sell it to me then I can't sell it to our viewers
- A good spokesperson must really know their stuff and think of 2/3 key quotes that can be used as soundbites
- Those key quotes will be used across all platforms - Web, TV, Radio, Print
- Ask for the charity's details to be included in the piece - if you don't ask, you don't get!
- But not for radio, as listeners don't have time to write down a website
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