How to Pitch a Story to Journalists in Ghana
A good pitch explains in a few lines why the story matters to that journalist's audience now, what makes it new, who can speak and what material is available. Tailor it to each person.
A good pitch tells a journalist, in a few lines, why the story matters to their audience now, what makes it new, who is available to speak and what material is ready. It is tailored to the person receiving it, sent at a sensible time and followed up politely once. Journalists receive many pitches; the ones that succeed respect their time and their audience.
For organisations in Ghana approaching radio, television, print and online outlets, pitching is where most media relations succeeds or fails.
Find the story first
Ask what is genuinely new or interesting. Strong angles include:
- A first, a launch or a significant change
- A number or result that reveals something
- A person with an unusual story or expertise
- A connection to something already in the news
- A local angle on a national or international issue
- Something visual or experiential that media can film or photograph
If the honest answer is that there is no news, consider whether you need publicity now or a better story first.
Know who you are pitching
Read, watch or listen to the journalist's recent work. Pitch the reporter or producer who covers your subject, not the general newsroom address. Our guide to building a media list for Ghanaian outlets explains how to identify the right people.
Write a short pitch
A pitch email might follow this structure:
- Subject line: the story in a few words, not "Press release"
- Opening: why this matters to their audience, in one or two sentences
- The facts: what, who, when, where, with one supporting detail
- What is available: spokesperson, images, data, access to an event
- Contact: a name and phone number that will answer
Keep it to a short email. Attach or link to a press release only if one is useful, and make sure images are available by link rather than large attachments.
Tailor every pitch
A business editor and a lifestyle presenter need different angles on the same story. A short note explaining why you thought of them specifically shows that the pitch is not a mass mailing.
Time it well
Consider news cycles, programme schedules and deadlines. Avoid pitching major stories when significant national news is dominating attention. For events, pitch early enough for planning and again closer to the date with practical details.
Offer exclusives carefully
Offering one outlet an exclusive can secure stronger coverage, but agree the terms clearly and honour them. Do not offer the same exclusive to more than one outlet.
Prepare your spokesperson
If the journalist says yes, they may want to speak today. Have a prepared spokesperson and clear key messages ready before you pitch.
Follow up once
If there is no response, a single polite follow-up after a reasonable interval is acceptable. Repeated calls and messages damage relationships. Silence usually means the story does not fit that outlet at that time.
Be honest and helpful
Never exaggerate claims or promise access you cannot deliver. Correct mistakes in coverage politely. Remember that editorial coverage remains the publisher's decision. Being a reliable, accurate source makes future pitches more welcome.
Measure the results
Track which pitches led to coverage, whether key messages appeared and what action followed. See how to measure a PR campaign beyond reach.
For the wider context, see our complete guide to PR in Ghana. PR369's Strategic Communications and PR service includes press relations and media pitching. Email info@pr369.com with your story and the audiences you need to reach. We will begin with a strategy conversation.
