When Is a Pitch Not a Pitch? When You Forget to Tell a Story.

In the world of media relations, the difference between a good pitch and a wasted opportunity often boils down to one thing: storytelling. A reporter pitch isn’t just a suggestion or a random idea. It’s not a vague concept or a list of bullet points. It’s a story—a fully-formed, well-thought-out narrative that’s ready to roll.

So when is a pitch not really a pitch?

When there’s no story.

It sounds simple, but it’s the number one reason pitches get ignored. You can have a great client doing great work, but if your email to a reporter lacks a character, a purpose, and a clear takeaway, it’s not a story. And if it’s not a story, it’s not news.

A Story Is More Than a Concept

A strong pitch goes beyond an idea—it’s the blueprint for a complete piece. That means including the key ingredients: a compelling character, a challenge or friction point, some kind of resolution or result, and a clear reason the audience should care. Maybe it’s about an underdog who overcame obstacles, or a nonprofit rallying the community to solve a real-world issue. Maybe it’s a timely event with emotional stakes. Whatever it is, it needs to feel like something the reporter can visualize on the page—or better yet, imagine on air or in print tomorrow.

This is the heart of pitching: you have to see the final story before the reporter does. Envision it as it would appear in the newspaper, in a segment, or online. Then reverse-engineer it. Reporters don’t have the time (or responsibility) to craft your raw idea into a story. That’s your job. Their job is to report what you give them. Make it easy for them to say yes.

Focus on the Person Doing the Thing

The most successful pitches I’ve ever sent follow this golden rule: focus on a person doing a thing. Who is your protagonist? What are they doing? Why does it matter?

That’s the hook. It’s not enough to say “our company launched a new initiative” or “we’re holding a fundraiser.” That’s context—not story. The story comes alive when you introduce us to the nurse who leads the outreach program, the young woman who benefited from the scholarship, or the local activist who changed policy.

Put simply, the reporter’s first question will always be: Who am I talking to?

If you can’t answer that, your pitch isn’t ready.

Do the Work—Yes, All of It

Here’s where it gets tough for many PR professionals: crafting a real story pitch takes work. It takes effort from you, and it takes effort from your client. They need to provide access, give you quotes, share their background, open the door to the impact they’ve made. You need to translate that into a narrative that does more than check boxes—it compels.

You also need to answer the fundamental journalistic questions clearly and concisely:

• Who is the story about?

• What happened?

• Where and when did it happen?

• Why is it important?

• How did it come together or succeed?

If your pitch includes answers to those questions, you’ve already done more than 90% of the emails sitting in a journalist’s inbox.

The Reporter Shouldn’t Have to Invent Your Story

One of the biggest mistakes in pitching is assuming that the journalist will fill in the gaps. They won’t. Or if they do, it’ll be in the form of a “no thanks.”

When you send a pitch that’s incomplete—missing details, lacking a clear angle, or without a human element—you’re asking the reporter to do your job. That’s not fair to them, and it won’t get you coverage.

What will? A well-written pitch that’s grounded in a human story, built on facts, easy to understand, and emotionally or intellectually engaging.

That’s how you earn attention. That’s how you get ink.

Want help crafting story-driven pitches that actually land? Let’s talk. Your next headline starts with a better story.