Main topics:
Looking for publishers, who to target, pitching a constructive story, selling constructive stories to editors, arguments supporting a constructive approach, impact of constructive journalism on audiences and revenue
Summary:
For journalists wanting to work on constructive stories, it’s important to think about what kind of publications might be interested in such stories, and how to pitch one to a commissioning editor, especially because the constructive approach is new to many decision-makers. Pitches are more successful when journalists have done preliminary research and presented key information concisely. They should say why the story is important, how it’s going to be covered and why the reporter pitching it can do it well. Convincing skeptical editors requires journalists to have pro-constructive arguments at the ready. That includes referring to impact studies on audience response and potential effects on revenue.
Before sending constructive story ideas to potential clients, freelancers should put thought into which outlet would be most suitable and receptive to a constructive approach. In a solutions story, is the response relevant to a small community or a bigger slice of the population? Does the platform or media outlet already run solution-focused stories? To what extent does the constructive approach need to be discussed – and with whom?
Community connection: Local solutions are usually easier to find, so constructive storytelling often starts at the community level. Freelancers can even focus on their home communities and offer their stories to a local media outlet covering this area. If this is where they started their careers, they might be able to reactivate ties with their former editors. Constructive storytellers should also have a clear image in mind of the potential audience. Are several communities in the neighborhood struggling with the same or a similar problem? Could the solution inspire people living in other areas of the country, or in other cities or regions in other countries? The answers will determine whether it would be best to approach media outlets at a regional, national or international level. Of course, the bigger the outlet, the fiercer the competition.
Publishers to target:
A pitch should summarize the story, explain why it’s important to tell, why it’s relevant to the outlet’s audience, how it will be produced and – especially in cold pitches – why the journalist pitching it is the best person to tell the story. A pitch of a solution-focused story answers the same questions but should always relate to both the problem and the solution.
Pitching a solutions story can be more complicated because some editors still view them with suspicion, thinking they will be PR for the group implementing the solution. There are a few things that you’ll want to flag clearly in your pitch.
Put together a short list of the kinds of experts you might interview. Find people known in their field, scholars, professionals who have worked on the frontlines for years. You also want to find people directly impacted by the solution. How is the solution working, or not, for them? This helps the editor conclude that you are serious about your reporting – you’re not planning on just interviewing the do-gooders and calling it a day.
Why this story? “So what?” The editor should get a clear idea of the story and why it matters. Including a strong human element helps. In a constructive pitch, solid data can go a long way in convincing editors. And, the bigger the problem, the more weight the pitch will carry. The pitch is also more likely to be successful if the story relates to discussions the outlet’s audience are already having, especially if the problem affects their lives. Often there is a backstory to the solution that can make a pitch stand out to busy editors. That’s why good research is crucial.
What’s the proof? Indicators that show that the response is worth investigating are important. Think hard data and multiple sources. But limitations of the response are also important to consider. Even a response that is not working as intended can be worthy of coverage. A hard look at the results will show that you’re not planning on writing a puff piece.
Why now? In a pitch, the “why now” can usually be answered by finding a news peg. Why should this story be published now as opposed to last week or a year from now? But often, stories relate to problems that have been around for a long time. If there’s not an immediate news peg, maybe the amount of time that has passed could act as the peg (example: “This initiative started three years ago and the story would look into the impact of its work so far.”). If an initiative or a group had committed to a certain target by a certain time (example: educating 1,000 girls from xxx town by the end of the year), that self-imposed deadline will be a good peg. Anniversaries, holidays or “international days” can also serve as pegs but pitches should be submitted early because planning usually takes place far ahead of the day itself.
Why me? The journalist pitching should explain why he or she is the best person to produce the story. Does he or she have expertise or a track record in covering these kinds of stories? Good access to relevant sources and characters? Is there a particular source or particular approach you have in mind that could make the story stand out?
How? How will the story be covered? What’s the format and target audience? For longer visual products – like a documentary – the pitch/synopsis should explain who will feature in the documentary? What’s happening? Where? When? And how will all this be shown?
The other necessities: The basics are important: a phone number, email address or other contact information. Include links to previous pieces so the editor can quickly vet your work. If no response has been received after a week, checking back in makes sense. Editors are usually overextended and most will appreciate a polite check-in if some time has passed.
General recommendations:
In addition to arguing the merits of the individual story idea, journalists pitching constructive stories sometimes have to convince editors of the benefits of a constructive approach – especially if it’s something new for the media outlet. Often, editors and managers who have worked in the traditional journalism mode for a long time express skepticism when hearing a story idea that presents a solution or frames an issue in a more positive way. The journalist pitching should have sound arguments in favor of the constructive approach ready. Convincing editors can be more difficult for freelancers – they might not know the editors; the editors might not know the journalist. But it’s not impossible.
Start with a trial: Successfully pitching a single story can be a major step forward in getting a foothold in the market. Depending on the size of the problem, constructive story topics have huge potential for further exploration and follow-up stories. If the original story was well received and editors were impressed, the freelancer could offer a follow-up series.
Getting decision-makers’ attention: Introducing new formats, new styles of storytelling or new ways of audience engagement are usually top-down decisions. It’s crucial to find out who decides. Is it the senior editor? The editor-in-chief? Is it best to approach them directly, through an assistant, at a conference, via phone call or email? A direct way is to ask for a time slot of ten minutes and pitch constructive journalism along with the story idea. If they’re not biting, see if there’s someone else to approach or fine-tune the pitch to make it more convincing. Getting people to change ingrained habits isn’t easy.
Strategic approach: How can decision-makers be convinced that it’s worthwhile integrating constructive storytelling into their editorial line-up? Try the following approaches:
“Selling” arguments
Depending on the media outlet’s own circumstances and the level of resistance from decision-makers, the following arguments might help convince decision-makers to try out a constructive approach – or at least a few stories:
Search for like-minded staff members: Alliances with newsroom staff members who are open to a constructive approach can be helpful. They might also need allies to support their efforts and convince their superiors. This can be a win-win: the freelancer gets a trusted contact within the organization; staff members can build a trusted team of collaborators delivering timely and substantial constructive stories.
For skeptical editors and media managers, presenting data on impact can help convince them. Because constructive journalism got its start in Europe and the United States, the impact studies which have been done so far almost exclusively relate to those markets. Even so, the results are likely applicable to audiences in other regions as well. The number of studies is still limited but growing year by year.
For a more detailed look at studies and statistics, see Module 3, Chapter 2. Below are some main takeaways from the studies that have been carried out so far:
With today’s news overload, journalists have to go the extra mile to make sure their story is seen. After all, what is the value of a good story if no one reads/watches/listens to it? If you are part of a news organization, then you will most likely already have access to your media outlet’s analytics dashboard. If you are a freelancer, don’t shy away from asking editors to share your story analytics with you.
Don’t shy away from recommending certain platforms: Tell your editor which platform you think is right for your audience. For example, in Egypt Facebook is the main social media platform. Sharing the story only on Twitter means you are missing a big audience. If your story is more relevant to younger people, you want to share it on TikTok, and so on.
Whether you are a staff member or a freelancer, you should still work on promoting your story independently. Here are some tips as to how to do that:
Pitch your (solutions) story, Solutions Journalism Network
www.solutionsjournalism.org/journalists/pitch
Successful pitches, Freelancers helping freelancers
www.successfulpitches.com/see-successful-pitches
Jessica Reed, #Pitchclinic
www.medium.com/pitch-clinic
How to prepare a solutions pitch – 10 tips from journalists in our network
www.thewholestory.solutionsjournalism.org/how-to-prepare-a-solutions-pitch-10-tips
What editors are looking for in solutions pitches
www.thewholestory.solutionsjournalism.org/what-editors-are-looking-for-in-solutions-pitches
5 pitches that became solution stories
www.thewholestory.solutionsjournalism.org/5-pitches-that-became-solutions-stories
