Media Relevance Playbook

How to Know If Your Story Is Actually Worth Pitching

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Introduction

Why Most Media Pitches Fail

Most organizations don’t struggle with writing a pitch.

They struggle with relevance.

Reporters are not waiting for your internal milestone or ribbon-cutting.

They are looking for:

• Timely expertise
• Clear angles
• Credible voices
• Data with context
• Real human impact

Before you send a single email to a reporter, your story needs to pass a filter.

This guide gives you that filter.

THE REAL CHALLENGE

It’s Not Pitching. It’s Positioning.

Most teams are working hard. They’re just aiming at the wrong target.

Common issues include:

• Announcing instead of informing
• Pitching internal wins that lack broader relevance
• Lacking a trained spokesperson
• Missing the timing window
• Confusing marketing with earned media

If these aren’t addressed first, even a perfectly written pitch won’t land.

step 1: is this bigger than you?

THE MEDIA READINESS FILTER

• Does this connect to a larger trend?

• Would this matter to someone outside our organization?

• Can we tie this to economic, regulatory, or community impact?

If the answer is no, reposition it.

Step 2: Do You Have a Clear Spokesperson?

Media covers people with perspective, not logos with taglines.

Can your CEO or executive:

• Speak without jargon?
• Offer insight beyond the press release?
• Answer unexpected questions calmly?

If not, prepare leadership first. Pitch second.

Step 3: Are You Bringing Data — or Just Announcements?

Strong stories include:

• Specific numbers
• Comparative data
• Proof of trend
• Real member or client impact

Data transforms an announcement into evidence.

Weak stories rely on:

• “We’re excited to announce…”
• Internal awards
• Generic milestones

Data creates credibility.

Step 4: Is It Timely?

Even strong stories fall flat if the timing is off.

Ask:

• Is this connected to something happening right now?
• Does this tie into a broader shift, trend, or public conversation?
• Is there a natural hook that makes this relevant this week — not six months ago?

Relevance isn’t just about what you say. It’s about when you say it.

The right timing can elevate a good story into a compelling one.

Step 5: Can It Survive Friction?

Before pitching, ask:

“If a skeptical reporter pushed back, would we have depth?”

If your story can’t handle hard questions, it isn’t ready. Depth builds confidence — and confidence builds coverage.

Step 6: Is This a One-Off — or Part of a Strategy?

One story rarely builds reputation.

Earned media compounds when:

• Messaging is consistent
• Expertise is repeatable
• Leadership is accessible
• You show up beyond announcements

Earned media is not a tactic. It’s an asset class.

What Strong Earned Media Actually Requires

Strong earned media = Positioning

Timeliness
Credibility
Human impact
Prepared leadership

When these align, pitching becomes simple.

When they don’t, no subject line will save it.

A regional organization wanted coverage for a new initiative.

Originally pitched as:
“We’re excited to announce…” (An internal milestone with limited external relevance.)

We repositioned it as:
A response to a broader industry shift.

Result:
Tier-one coverage + follow-up commentary requests."

- Jennifer Vickery, President National Strategies PR

Want to Know If Your Organization Is Media-Ready?

If you’re leading communications, marketing, or executive visibility — and want clarity before your next pitch — let’s talk.