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Is it possible to put together a pitch template that will work for any pitch? I believe that 99% of the time, the answer is yes. Below is a sample pitch format that I’ve found has worked time and again. Have a look:

Reporters want an organized and compelling pitch that is easy to read, includes numbers and offers thought into the bigger trends and issues around a company or product. Here are the 1, 2, 3s that I believe will work for crafting a great pitch:

1. Here’s the story: This section gives the reporter company/product background and explains why he or she should cover. I try to keep this to 2-4 sentences at most. It’s easy to ramble on about the company and product. For example, the SmartSponge System can easily be described in five sentences, but this format helps me offer a condensed background, top-line product description, and tie it to an industry trend that the reporter will know.

2. Here are the numbers: I’ve found that reporters find numbers, facts and statistics helpful when building credibility for the importance of the story you are pitching. For example, hospital infections adding $30.5 billion to the nation’s hospital costs helps quantify the pain point in the market. The bottom line – reporters love numbers!

3. Here are the discussion points: I like to show the reporter how the pitch applies to his or her particular outlet. For example, in the sample pitch I target a business TV show that interviews CEOs of exciting businesses. Sometimes I will substitute this section with an “interview opportunities” section when relevant and offer industry experts and clients in addition to the company executive.

Some might argue that the sample pitch is too long, but for a new reporter that does not know much about a company or product, I think it’s important to keep the pitch a bit longer to help them see the big picture. Use these three easy steps and you will be ‘moon walking’ with your reporters.

Posted by Michael Levey, Zer0 to 5ive senior account strategist