A 16-Year-Old Just Crafted One Of The World's Best Email Pitches is a great article on what you need to do in a pitch well. First and foremost, telling the journalist that you have read other articles the journalist has written is a great start.
So here are my key tips for you to get a pitch right:
1. Address the journalist by their name (hopefully because you've had coffee with them and introduced yourself).
2. Address the journalist by their name (I've repeated this in case you didn't get it by now).
3. Keep the email or phone conversation short (journalists are busy people).
4. Explain upfront why your story is relevant to them (if it's a local paper state why the story is suited to their outlet - eg a local resident is the focus of the story).
5. Let the journalist know the key angle and that it's an exclusive (if you can).
6. Offer ways you might be able to provide information that is relevant to them.
Still need more ideas on how to pitch - you can read what not to do here,
Dear PR Lady: Here's Why I Didn't Open Any Of Your 3 Email Pitches (Although I Wish I Had)
We also speak to a local journalist on our Vimeo below. Got any other tips? Share them here in the comments.
'You only get one shot,' so you'd better make it count (Eminem).