Pitching can feel like a challenging dance; mastering the right moves takes practice and effort. Yet, when done well, it leaves a lasting impression. So, how can PR professionals effectively capture the attention of feature writers—the storytellers who bring compelling narratives to life?
 
As we explored in our 5 Forms of Journalism blog, feature writers focus on trending topics and relevant issues, crafting engaging, longer-form content that resonates emotionally with their audience. Their writing is less objective than straightforward news reporting and adopts a more entertaining tone rather than a strictly informative one.

In this blog, we break this down further and share tips from our PR community to help guide your pitch writing to ensure that your stories not only catch their eye but also stand out in a crowded inbox.

Special thanks to our new community members from DC – Jordan Loud from the DC Public Library and Joesph (Joe) Gonzalez from Global Strategies – for their insight!

 #1: Know the Basics

Can you convey your idea in a 15-20-second window? Although we’ve heard it countless times, understanding your story's who, what, when, and where is essential. Your pitch should be concise and engaging, capturing the essence of your story just like you would in a verbal pitch. 

This foundational knowledge sets the stage for a clear and compelling pitch, especially for feature writers who thrive on narrative and context. Focus on making your pitch concise enough that a reporter can grasp the core of your story quickly.

 #2: Be Prepared To Pitch Your Idea

In the fast-paced world of journalism, be prepared to pitch your idea as soon as news breaks. Pitch with confidence! If you’ve researched the current news cycle, you can feel more empowered to pitch with assurance. 

Be clear about what makes your story unique and newsworthy with a hook that resonates emotionally and piques their interest. Authenticity is key. Feature writing is about connecting with emotions, so let your genuine passion shine through.

#3: Find Ways to Relate

Research the writer’s recent work and style. Feature writers often tackle trending topics and relevant issues, so demonstrate how your story fits into this landscape. Connect your pitch to the writer's previous work or current trends. This shows that you understand their audience and interests.

Understanding their audience and tailoring your pitch to match their tone and narrative focus will help you frame your story compellingly.

#4: Provide Compelling Stories and Sources 

When crafting your pitch, focus on what stands out the most about your story. Give the writer a solid reason to consider your pitch. 

If you’re sharing a source, consider their visibility: When was the last time they were featured in the news? Are they active on social media? A source not established in their industry might not hold the same appeal. Similarly, avoid mentioning lesser-known brand names at the forefront or in the subject line unless they have recognition.

#5: Get to the Point

Writers receive countless pitches, so get to the heart of your story quickly. Clearly outline what makes your story unique and newsworthy without burying the lead. Feature writers thrive on captivating narratives, so highlight the emotional core of your story.

Your subject line is crucial, as these writers are looking to create compelling stories. Make it intriguing and concise. Fun tip? Use alliteration! Think along the lines of “Challenge of Chips” to grab their attention immediately.

#6: Everyone is Looking to Secure a Feature

Unless you have an established relationship, cold pitches often require patience, as securing a feature can sometimes take six months to a year. Everyone thinks their idea is unique, but it’s important to recognize that journalists are passionate about sharing the most relevant news through their storytelling.

Don’t stress too much about crafting the perfect message. At the end of the day, we’re all just humans looking to build connections and be great storytellers.

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For additional tips on effectively engaging with and pitching the right journalists, be sure to visit our blog each week!  

Are you a PR professional or journalist eager to contribute a tip? Reach out to info@onepitch.co! Currently looking to hear from the community on pitching feature writers. 

We look forward to hearing from you!

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