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It can be tricky to pitch TV news reporters. Since I’m a TV news reporter myself, I want to give you my best pieces of advice on how to do it right. A guest blog post by Lisah Silfwer.

by Jerry “Doctor Spin” Silver // Twitter, Facebook, LinkedIn
Senior Digital Strategist // Spin Factory

IMG_0966I work at TV4, the biggest commercial channel in Sweden.

There I’m a video reporter and news anchor, trying my best everyday to find great stories and to convey them as clearly and promptly as humanly possible.

It’s a tough — but fun! — job.

In this post I want to give you my best tips on how to pitch TV news reporters:

A Few Words About What I Do

As a TV news reporter in this day and age, there’s no time for anything less than full speed ahead. I find and research almost all of my news stories myself. I book all interviews. I drive the company car to all locations and I carry all camera equipment. I do all the camera work myself. Back at the newsroom, I do all the editing and I write speaker notes for the newsanchor.

All of this to put together one news story — and it has to be done in one day, from start to finish. One day, one story, that’s what’s being a video reporter is about.

Having a network of great news sources is absolute essential to be able to uncover and reveal great stories. Reality always outshines ones imagination and this is why real tips from real people so often is way better than what you can find yourself by digging in archives and by going through lots of reports.

But pitching a good story well can be tricky, especially if you’re traumatised, stressed or worried about your own safety. And let’s face it, it can be nerve-wrecking even if you’re none of those things!

Therefore, I’ve put together a checklist that could help you get it right when pitching a hard-working TV news reporter.


Pitching TV News Reporters

1. Boil your story down to ONE SENTENCE and focus on the conflict. Every story I’ve ever made could be summarised into one sentence describing the conflict. However you contact the reporter, lead with this. Say, “Would you be interested in a story on …” and then comes your sentence. This will help the reporter immensely to understand your pitch. We call it “The Thing” and we always ask ourselves, “what’s The Thing in this story?”. Deliver it early in your phone call or your email.

2. Remember it’s “THE THING”, not “YOUR THING”. The TV reporter probably won’t be interested if a company tells them that the thing is that they’ve expanded their business and how great that is. Unless maybe it’s a listed company and they’re talking to a economy reporter specialising in their field. But if the company is hiring people in a segregated area where all other companies won’t, then it might be interesting.

3. There are TWO SIDES to every story. No reporter with integrity will be satisfied only covering one side of a story. For every good news story out there, there’s someone who really didn’t want that story to come out. Who is this person in your case? Who would really hate to see this story making the evening news?

4. Be prepared to answer REAL questions. This might sound basic, but if the story seems interesting, the TV reporter will probably take over the lead in the discussion and start asking the relevant questions. If you want the story out, this is good for you. Just make sure you’re prepared to answer the important questions instead of trying to give all your prepared answers. There’s usually a big difference.

5. Want a GREAT reporter covering your story? It’s up to YOU. If you want a great reporter, go directly to them. They are passionate about finding their own stories and if you pitch the desk or send out a press release, the lead will go to a news reporter currently not chasing their own stories. And make sure your story is exclusive, otherwise you’re probably just wasting their time.

6. Evidence, evidence, EVIDENCE. The TV news reporter can’t just be talking to you. There needs to evidence in the form of documents or real people’s testimonials supporting your claim. If the only thing you have is your word, it doesn’t matter if the reporter believes you or not. It’s the reporters job to do some digging, but it’s in your best interest to at least point in the right direction.

7. Television is a VISUAL storytelling medium. Printed news always starts with the most important at the top of the article and then they work themselves downwards. This is why it’s so easy to quickly scan newspapers and still get a good a idea. But TV news doesn’t work this way. We’re more into visual storytelling. We have to think about things like contract, pull, point-of-no-return and climax. So help the reporter by suggesting visuals for the story.

Thank you Doctor Spin for the translation from Swedish into English! If someone thinks they might have great news stories for Swedish broadcast media, head over to my blog and sign up on my email list for news tips. And don’t hesitate to add more pitching tips in the comments if you got ’em!


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Behind the keyboard:

Jerry Silver is the author of Doctor Spin, a PR blog that's been around for 15+ years. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, news anchor and television host, and their three-year-old son, Jack.

Doctor Spin’s comment policy:
“Great minds discuss ideas, average minds discuss events, small minds discuss people.”
— Eleanor Roosevelt

Reader reactions:

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Jacqueline Kothbauer

Lisa, well done! I’ll have to share it with my readers. To pitch a story to a news reporter is a key skill for a MEDIABABE. Your piece was great, short and right to the point. Nice!!
Jackie Kothbauer, author of personal branding books MEDIABABE and upcoming NÄTSMART. #jackiekothbauer, #nätsmart, #mediababe


Thanks Jacqueline Kothbauer! I’m so glad you liked it! And thanks for sharing. <datalove>

Jerry Silfwer

Those of you who can read Swedish, check out Lisah’s blog here:


LakeIndaski Thanks for retweeting, appreciate it!


BrentCarnduff DoktorSpinn nicely written very interesting


melissasworkout BrentCarnduff Yhanks for sharing, guys! (the post is written by JournalistLisah)


DoktorSpinn Great post!


mariaselting Thanks, and thank you JournalistLisah!