Effectively Pitching Stories to the Media using the Five “Ws”

Whenever you want to pitch a story to a reporter or journalist as a corporate communications professional, you need to come out with a skeleton of the story you are writing before you even begin. By doing this, you will be able to capture the attention of your readers and create compelling stories that cut through the information overload. 

Sure, a good journalist can turn whatever topic they cover – however complex, dry or niche – into sparkling copy that informs, engages and often entertains. However, let’s be real. How many journalists in Malaysia can do that or have the time to dedicate such enthusiasm to every story that they are assigned to or come across by?

That is when your role, as a corporate communications professional, becomes important in the process. You need to provide information that could help the journalist to carve out the required masterpiece and to come out with a brilliant skeleton that could help the journalist write the story, follow the steps below:

Use the five Ws – also known as the five Ws and one H – to make sure they capture all essential elements in your story. Here’s what to keep in mind before you start writing:

1. Who is your audience? This is the essential starting point. Before putting pen to paper, put yourself in the shoes of the people you’re addressing. What do they already know? What do they care about? Which factors will influence their level of understanding or interest?
2. Why are you communicating? What do you want to achieve? What do you want your audience to think/feel/do in response? Why should they listen and care about what you’re saying? All this needs to be clear if you are to grab and hold their attention.
3. What is your story? Exactly what do you want to say? You’d be amazed how often people haven’t even clarified their message to themselves, let alone for the recipient. Also key: what is the new, interesting angle that will hook your audience and keep them engaged?
4. Where are you communicating your message? Think carefully about the most effective and appropriate ‘vehicle’. Which communication channel and medium fit best? Is it a press release, opinion piece, advertorial, white paper, email, employee newsletter, speech, poster, or social media update?
5. When should you communicate? Timing is crucial. Whether you’re announcing news publicly, addressing employees or informing clients, when is the right moment to do this? What’s the best time to give the information they need, so you can make the impact you want?
6. How will you address your audience? What is the right format (text / photo / video / graphic / other) and tone of voice? Regardless of the tone or format you choose, strong communication always means using clear, simple, jargon-free language.

Nowadays, we’re all creators and consumers of communication. No doubt you’ve been on the receiving end of too much complex, confusing, irrelevant, or boring communication, so you’ll know how counter-productive it can be. 

Keeping that critical perspective when you’re the communicator – and always remembering the magic 5Ws – will help you cut through the clutter and make an impact when pitching a story to a journalist. Once your reputation in the media world has steadily increased, maybe journalists will come to you instead for more stories of your company/ client.