Today, Allison Carter at PR Daily published an article about something that happens more often than it should: clients ask us to pitch news or stories that, frankly, suck.
The article shared commentary from top PR pros, and my favorite, Laura Hoy, shared:
“Real comms strategy starts when you ask why. If you want to push back on a non-story, don’t say no. Instead, ask what they actually want to achieve. That single question can turn a vanity pitch into a real plan.”
I completely agree with Laura that a real pitch starts with “why.” But I’d argue there’s a more important “why”.
When clients say they want coverage, they’re thinking about business goals like awareness, leads, validation. That’s fine, but journalists don’t care about those goals. They care about their readers. So, instead of asking why do we want to pitch this? we should be asking:
Why does this story matter to the people reading the publications we’re targeting?
Because that’s exactly what every journalist is asking themselves before they even read your subject line.
If you’re targeting a trade publication, why would professionals in that industry (the people reading every article) care about your story? What’s in it for them? Knowing the difference between your customer and the reader is where real PR strategy begins.
With that in mind, here are five “Whys” to ask yourself before you ever hit send on a pitch.
The 5 Whys for Crafting the Perfect Pitch
1. Why does this story matter to readers? You should already know who the readers are, their roles, pain points, and what keeps them up at night. If you can’t answer this clearly, stop and research the audience first.
2. Why does this story matter now? Is there a timely hook? A new regulation, trend, report, event, or season that makes this relevant today? If it’s evergreen, find a reason it should be discussed right now.
3. Why is this story relevant today? Relevance goes beyond timeliness. It’s about context. Does this tie into a larger industry conversation, data trend, or shift in how people work, buy, or think? Relevance connects your story to what’s already capturing attention in the news cycle.
4. Why should anyone outside your company or customer-base care? A pitch isn’t about your internal milestone, it’s about external impact. What changes for the audience because of this story? Does it signal a shift in the market, solve a real problem, or illustrate something bigger than your company or product?
5. Why are you the right voice to tell this story?
Journalists want credible, experienced sources. What unique data, perspective, or proof can your spokesperson bring to the table that others can’t? This is how you elevate a pitch from “company news” to “thought leadership.”
If you can’t confidently answer all five “Whys,” you don’t have a pitch… you have a press release draft or a product update or a misaligned goal.
Every strong story starts with understanding the reader, not ambition for the company or product. The next time a client insists on coverage for something that just isn’t landing, don’t say no. Start to ask why it matters to the audience and build your strategy from there.
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