How to Pitch & Work With Reporters

Christine Wei · January 8, 2021

We know that media coverage can go a long way in amplifying our messages to broad audiences who we aren’t already reaching. Following an intro to writing media advisories and press releases, this training takes a closer look at the best ways to reach out to reporters once you have news to send them and covers how to build a media list in the first place. Communications strategist Christine Wei will also share tips for fostering relationships with the reporters you pitch, drawing from her experience as a former journalist.

Key takeaway: Best practices for cutting through newsroom inbox clutter, contacting reporters, and establishing good relationships with them


  • Intro
  • Brief overview on newsworthiness
  • Best practices for pitching
  • Examples of pitches
  • Building a media list (using digital tools!)
  • Fostering media relationships
  • Q&A

About Instructor

Christine Wei

Christine Wei is a former journalist with a decade's experience in storytelling and digital. In addition to offering writing and editing services, she helps grassroots organizers develop communication strategies that boost engagement, build the bench, and ultimately increase mobilization. These strategies encompass everything from media relations and internal infrastructure to email marketing and social media. She’s worked with organizations such as Indivisible and Families Belong Together and also has campaign and lobbying experience.

3 Courses

Not Enrolled
Included with Membership

Course Includes

  • 1 Lesson