How to Write a Good Pitch: Tips from the Editor of The Atlantic (2024)

For a writer or reporter, pitching an article is the first—and often most nerve-wracking—step in the process of getting published. Some even say it’s a lost art! In October, Banff Centre welcomed journalists, editors, publishers, and other media gurus to The Democracy Project: Journalism in the Age of Alt-Facts, a summit on media and democracy held here on campus.

Some of the speakers included Robert Cribb of the Toronto Star, Patti Sonntag and Ron Nixon of the New York Times, Connie Walker of the CBC, and editor of The Atlantic, Scott Stossel.

We caught up with Stossel to ask him, as an editor of one of the world’s prestige publications, what makes a good pitch?

“People are so busy these days, it’s so easy to email kind of a half-baked pitch,” says Stossel. But “a good pitch is extremely important.”

Here are his tips:

Do some pre-reporting

Make sure your pitch is well thought out. Don’t just slap an interesting topic down on the page and hit send. Do the research necessary to begin formulating a story.

Fill in the details

Pre-reporting will help you answer the following questions in your pitch, which Stossel says are musts for a successful pitch:

  • Who are the characters?
  • What are the stakes?
  • Why does this matter?

And don’t forget to specify why this matters to the readers of the publication you’re pitching. “Why does this matter to Atlantic readers?” Stossel asks himself. Each publication has a different audience, and you should be pitching with that audience in mind.

Show off your writing skills

The pitch itself should tell a story, and should present the story angle you’re hoping to write in the finished piece. “You want to see the thinking and writing in the pitch,” says Stossel.

Have a little drama

No one wants to read a boring story, so make sure there are stakes to the story you pitch. Get to the heart of that drama in the pitch itself and you’ll hook an editor and make them want to know more. Leave them asking, “what happens next?”

Understand the news value

Journalistic publications serve the public by informing them on current events and trends—how does your piece fit into the news cycle? The more obvious a tie you can make between your story and what’s going on in the world, the easier a sell your story will be.

Make it timely

“Why does it have to be now, as opposed to...a year ago?” asks Stossel.

Answer these questions in your pitch and you're on your way to having an editor write you back looking for more details.

The Democracy Project: Journalism in the Age of Alt-Facts was a summit associated with the Literary Arts residency, Investigative Journalism Intensive. Join our mailing list to hear from us when this program is once again available for applications.

How to Write a Good Pitch: Tips from the Editor of The Atlantic (2024)

FAQs

How do you write a good pitch to an editor? ›

How to Pitch an Article
  1. Get right to the point. Let your potential editor know what they're getting right at the top. ...
  2. Provide a hook. ...
  3. Make it easy to contact you. ...
  4. Link to writing samples. ...
  5. Offer a proposed deadline alongside your article idea. ...
  6. Wait a few weeks, then follow up if you don't hear back.
Aug 19, 2021

How do you write an impressive pitch? ›

Here are his tips:
  1. Do some pre-reporting. Make sure your pitch is well thought out. ...
  2. Fill in the details. Pre-reporting will help you answer the following questions in your pitch, which Stossel says are musts for a successful pitch: ...
  3. Show off your writing skills. ...
  4. Have a little drama. ...
  5. Understand the news value. ...
  6. Make it timely.
Dec 7, 2017

How do you write a pitch to a news editor? ›

Remember, when pitching to a journalist, it's important that you keep it short – so get to the point quickly. Write a catchy subject line, personalize the mail using the journalist's name and other relavant information, and explain why your story is newsworthy and relevant to their audience.

What key things do editors look for in press pitches? ›

Good pitches illustrate that the reporter has already made some calls, gathered information and/or identified the main players in a story. Editors generally want to know — before green-lighting — that the story is more than a curiosity or a wild goose chase.

How can I be an amazing editor? ›

How to Be a Better Editor
  1. Find a quiet space to do your editing. ...
  2. Be sure the topic aligns with your content strategy. ...
  3. Read for content and ideas first, grammar second. ...
  4. Check for places where the author can fill in the blanks. ...
  5. Include positive feedback in your edits, as well.
May 19, 2020

What is a good sentence with pitch in? ›

to start to do something as part of a group, especially something helpful: If we all pitch in together, it shouldn't take too long. [ + to infinitive ] When I bought this house, all my friends pitched in to help fix it up. My brother pitched in with an offer of help.

What are pitch words examples? ›

Pitch words also communicate more information than stressed words. In the following sentences, the words "like" and "where's" are stressed words. The words "water" and "baby" are stressed words and pitch words. I'd like some water.

What is a simple sentence for pitch? ›

He was taken to hospital after his collapse on the pitch. He dribbled the ball to the edge of the pitch. At the end of the match, the pitch was a real quagmire. Unfortunately the game was cancelled because of a waterlogged pitch.

What are 7 examples of pitch names? ›

There are only seven note names (A, B, C, D, E, F, G), and each line or space on a staff will correspond with one of those note names. To get all twelve pitches using only the seven note names, we allow any of these notes to be sharp, flat, or natural.

What is 3 sentence pitch? ›

The purpose of the three sentence pitch is to communicate who you are, what you do, and what you want in three sentences. There are many fancy ways to slice this. For example, you can include a catchy intro, articulate your unique value proposition, and exchange business cards to follow up with a call.

How long should a pitch be? ›

Pitches are typically 1 to 1.5 pages long, with a typical structure as follows: i. A paragraph that hooks editor and shows you can hook reader, in the style of the journal. ii.

How do you write a pitch that gets you published? ›

How to Write A Pitch That Gets You Published
  1. Research the publication before you pitch. ...
  2. Personalize every pitch. ...
  3. Introduce your work with a strong subject line. ...
  4. Be friendly and polite. ...
  5. Introduce yourself. ...
  6. Introduce your work and explain why it's a good fit. ...
  7. Attach samples of your work.
May 9, 2018

How long should a pitch letter be? ›

Pitch letters should not exceed 1-page in length and you should write them in the style and voice of the publication that you would like to write for. Clarity is key. You should use simple, declarative sentences, clear paragraphs, and a minimum of qualifiers in your pitch letters.

What are the three C's of editing? ›

The 3Cs of Copy Editing – Correctness, Consistency, Completeness.

What are the 3 qualities of editor? ›

Editors should also possess the following specific qualities:
  • Creativity. Editors must be creative, curious, and knowledgeable in a broad range of topics. ...
  • Detail oriented. ...
  • Good judgment. ...
  • Interpersonal skills. ...
  • Language skills. ...
  • Writing skills.

What makes for a strong editor? ›

A great editor revels in your best moments often enough to soften the mentions of your worst ones. A great editor knows when to push you a little harder and when that will only sow frustration. A great editor makes you feel safe and supported enough to take chances, but pipes up when you're taking a truly stupid one.

What are good editorial skills? ›

It includes:
  • editing for grammar, spelling, punctuation, and usage.
  • checking for consistency and continuity of mechanics and facts, including anachronisms, character names, and relationships.
  • editing tables, figures, and lists.
  • notifying designers of any unusual production requirements.

What do great editors have? ›

Has strong writing and language skills. Language and writing are at the heart of any editor's work. An editor should also have a keen interest in writing and a strong command of English in general. They must ensure that all written content follows proper grammar, punctuation, and syntax rules.

What does a successful pitch look like? ›

When it comes to communicating, remember The Four C's: Content, Clarity, Concise Information and Compelling Delivery. Make sure your content is relevant, your language is clear, your delivery is well-paced, you don't include any unnecessary details and that you do all you can to connect with your audience.

What should I say in my pitch? ›

The 10-minute pitch
  • Tell a story.
  • Explain your solution.
  • Describe your successes.
  • Define your target market.
  • Explain your plan for customer acquisition.
  • Outline your competition.
  • Describe your business model.
  • Provide your financial projections.

How do you sell yourself in a pitch? ›

Compose Your Story/Elevator Pitch

Developing your pitch is relatively simple: You want to express what you do in your current role, how you contribute, and where you'd like to be and why. Keep it short, around 30 to 45 seconds, and targeted to the role and company to which you're applying.

What two words can be used to describe pitch? ›

Some common synonyms of pitch are cast, fling, hurl, sling, throw, and toss. While all these words mean "to cause to move swiftly through space by a propulsive movement or a propelling force," pitch suggests throwing carefully at a target.

What is a meaningful sentence for pitched? ›

She was calling out to him in a high pitched sound. This is not a pitched battle for the future of humanity. Outside a pitched battle was taking place.

What is the sentence of beginning? ›

We were late, so we missed the beginning of the movie. The changes that have been made so far are just the beginning.

How do you write a simple pitch? ›

How to pitch a story
  1. Know the story you want to tell. ...
  2. Research publications. ...
  3. Follow the submission guidelines. ...
  4. Write a clear subject line for an email pitch. ...
  5. Introduce your story with an engaging opening line. ...
  6. Explain why your story is right for the publication. ...
  7. Include your credentials or qualifications.
Apr 11, 2023

What are high pitch examples? ›

Blowing a whistle produces a high pitch sound while hitting a drum produces a low pitch sound. You will realize that a violin produces a high pitch sound, while human heartbeat has a low pitch sound. In a similar way, chirping of birds is a high pitch sound, while a lion's roar is a low pitch sound.

What are the 4 levels of pitch? ›

In the work of Trager and Smith there are four contrastive levels of pitch: low (1), middle (2), high (3), and very high (4).

What are 5 examples of simple sentences? ›

Examples of simple sentences include the following:
  • Joe waited for the train. "Joe" = subject, "waited" = verb.
  • The train was late. ...
  • Mary and Samantha took the bus. ...
  • I looked for Mary and Samantha at the bus station. ...
  • Mary and Samantha arrived at the bus station early but waited until noon for the bus.

What is 1 example of a simple sentence? ›

A simple sentence is a sentence that consists of just one independent clause. For example: I know the answer. My dog and my cat sleep together on the sofa.

How do you cold pitch an editor? ›

8 tips for cold pitching editorial ideas to publications
  1. Make sure your idea is relevant. ...
  2. Ensure your subject line stands out. ...
  3. Make it personal. ...
  4. Research, research, research. ...
  5. Give an overview of what the editorial is likely to cover. ...
  6. Make it visually appealing. ...
  7. End with a call to action. ...
  8. Don't be afraid to follow up.

How long should a pitch to an editor be? ›

Pitches are typically 1 to 1.5 pages long, with a typical structure as follows: i. A paragraph that hooks editor and shows you can hook reader, in the style of the journal. ii.

How long do editors take to respond to pitches? ›

If the pitch is time sensitive I follow up within 24-48 hours, but if it's not I tend to follow up after a week. I used to wait 10 days – 2 weeks before I would follow up, but recently I've started getting impatient and following up after just seven.

How do you start a pitch to an editor? ›

Here are the steps you can follow to learn how to pitch an article idea to an editor:
  1. Choose a publication and section. ...
  2. Research the editor. ...
  3. Understand the submission guidelines. ...
  4. Create your subject line. ...
  5. Write the body of the pitch. ...
  6. Add your bio. ...
  7. Consider sending the completed article. ...
  8. Check for errors.
Jun 24, 2022

What is warm pitching? ›

Warm pitching “warms” up potential clients by creating a connection with them. Instead of emailing random people, you're reaching out to companies you genuinely want to work with.

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