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Ian Reeves
What you’ll need
Market knowledge An idea A hook Research Contacts Pictures Luck Persistence
Market knowledge
Your target publication: know it inside out – sections, word counts, key staff (particularly commissioning editors)
Your target publication’s competitors – in print and online
The community that you will be reaching. Do your research.
The idea
Can come from anywhere Likely to arise from your research
into a specific community Try to put yourself in their shoes and
ask questions they want to answer Ask:
Why is this interesting to the community?
Has it been done before? Or recently?
The hook
Why is this interesting now? Is there a news story that has put the
issue into the spotlight? Are there
reports/investigations/court cases underway that will help?
Is there a specific person or group of people looking for (or trying to avoid) publicity on the issue?
Research
You can’t do enough of it Become an instant expert Read all coverage you can find Talk to as many interested parties as
you can Ask every contact who else you
should speak to Talk to PRs
Contacts
Identify the individuals or groups that are essential to your feature
Build their confidence in you Explain what you need and where
you plan to publish Keep them posted about
developments
Pictures
Does your publication use a staff photographer?
Will you need to source your own pictures?
Can your contacts help provide them?
Search the picture libraries and check the cost
Ask PRs
Luck
Budgets Timing Internal politics Unethical staffers Remember there’s no copyright on
ideas
Persistence
Don’t be afraid to follow up your pitch
But don’t push it Don’t expect a high success rate
The pitch
Email is fine – but generally first to check they’re accepting pitches
Keep it short – 4 pars is usually enough Start with the hook – something with the ‘wow’
factor Brief outline Explain who your main sources will be Be clear and specific about which section you’re
pitching at Suggested word count Suggested illustrations Brief biog details about yourself
Feature pitch resources
How to pitch to…. Various specific magazineshttp://www.pressgazette.co.uk/perfect-pitch
Company magazine features ed on how to pitchhttp://www.company.co.uk/careers/how-to-pitch-article-to-a-magazine
Successful magazine writers on how to pitchhttp://www.stylist.co.uk/100/how-to-write-a-magazine-feature
Time Out features editor’s perfect pitchhttp://journograds.com/2013/08/08/how-to-pitch-your-story-to-editors/
How not to pitchhttp://www.theopennotebook.com/2012/01/04/how-not-to-pitch/