How to Cold Pitch a Journalist on a Local Story About Your Business

Hey everyone! If you’ve got a great local story about your business that you want to share, pitching it to a journalist can be a fantastic way to get the word out. But how do you catch their attention, especially if you don’t have an existing relationship? Here’s a guide to help you craft a compelling cold pitch.

Research Your Target Journalist

Before you send out your pitch, take the time to research the journalist you want to reach. Look for those who cover your industry or local business news. Understanding their interests and past stories will help you tailor your pitch to their preferences.

Craft a Compelling Subject Line

Your subject line is the first thing a journalist will see, so make it count. It should be clear, concise, and intriguing. Aim to summarize the essence of your story in a way that grabs attention.

PITCH: Local Bakery's New Initiative Feeds the Community

Personalize Your Pitch

Address the journalist by name and mention why you think your story would interest them specifically. Personalization shows that you’ve done your homework and are genuinely interested in connecting with them.

Start with a Strong Hook

The first few sentences of your email should grab the journalist’s attention. Begin with the most exciting or newsworthy aspect of your story. Make it clear why this story matters to their readers.

Provide Relevant Details

Briefly explain who you are, what your business does, and why your story is newsworthy. Include essential details such as the who, what, when, where, and why. Be concise but thorough enough to give a complete picture.

Highlight the Local Angle

Journalists love stories with a strong local angle. Emphasize how your business impacts the local community, whether it’s through job creation, community service, or a unique local event.

Offer Interviews and Additional Information

Let the journalist know that you are available for interviews and can provide additional information or materials if needed. This makes it easier for them to consider your story.

Close with a Thank You

End your pitch by thanking the journalist for their time and consideration. A courteous closing leaves a positive impression.

Sample Cold Pitch Email

Here’s a sample email to help you get started:

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Subject:PITCH: Local Bakery's New Initiative Feeds the Community

Dear [Journalist’s Name],

I hope this message finds you well. My name is [Your Name], and I am the owner of [Your Business], a [brief description of your business, e.g., family-owned bakery] located in [City/Town].

I wanted to reach out to share an exciting new initiative we’ve launched that I believe your readers would love to hear about. Our "Community Bread Program" donates fresh bread to local shelters and food banks every week. Since starting this program last month, we’ve already donated over 500 loaves, and the response from the community has been incredible.

Given your interest in local stories and community impact, I thought this might be a perfect fit for [Newspaper/Website]. I would be happy to provide more details or arrange an interview with our team to discuss this initiative further.

Thank you for considering our story. I appreciate your time and look forward to the possibility of working together.

Best regards,

[Your Name]

[Your Position]

[Your Contact Information]

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Conclusion

Cold pitching a journalist can seem daunting, but with a well-crafted, personalized pitch, you can capture their interest and share your business’s story with the local community. Remember to be concise, highlight the local angle, and make it easy for the journalist to follow up.

Hope this helps! If you have any questions or need further guidance, feel free to reach out.