What to Know When Pitching as a Freelancer

Freelance journalists have a tough job—instead of working in an environment where they are being assigned work, freelancers are forced to track down editors and other publications and sell both themselves and their stories. More journalists than ever are freelancing as newsroom employment continues to plummet. So how do journalists who enter into this freelance space take ownership of themselves and their work, and how can they reach the proper channels to get their work published?

Journalist Natasha Tynes says half the battle is confidence. “I always tell journalists, don’t wait for editors to come knocking on your door. That’s not going to happen. You have to showcase your work and reach out for opportunities all the time,” she said. And the best, most important ingredient, she says, is having your “golden pitch” ready to go.

So what is a “golden pitch”?

Underneath the intimidating title is a very basic formula: pitches should include a brief greeting to the listener, an introduction of yourself and your work, a story idea and description of execution, proof of reliable sources, and an all-important recap of why the story is relevant now. The final piece, Tynes says, is the “ask”:  “Are you interested in commissioning the story and when would you like me to file?” 

“A pitch must be timely, have a unique angle, be doable and relevant to the publication’s audience. Uniqueness sets ideas apart and helps them sell,” she wrote. Solutions Journalism Network also provides guidelines on how to write these so-called golden pitches via a handy checklist. Poynter Media Institute also has a database of successful pitches available, in case you need a role model for your pitch while you are crafting it. 

Then, the journalist must tend to their work and online presence. Editors aren’t looking for stories from just any person who walks in off the street and has an idea for a story; therefore the more accessible a journalist can make their work for potential employers, the better. The Society for Professional Journalists advises three important components that should be available on your website or social media: a biography accompanied with a resume or curriculum vitae; a portfolio that showcases your best work and is easy to access; and references of editors or publications you have worked with before. With these available, editors and publications will have an easier time both saying “yes” to your work and also with the logistics of hiring you to write it. 

Finally, there is, of course, rejection. Rejection is inevitable in freelance life, and unfortunately with writers, is more common than acceptance. “At times, I have to put my ego aside, but it is hard. Your ego can get in the way,” said Tynes, on dealing with rejection. “Feeling sorry for yourself is not going to help. You have to develop a thick skin, lick your wounds and keep pitching.” Tynes’ advice is to have other hobbies away from journalism that can distract or heal the pain of rejection somewhat regularly.  

Freelance writer Colleen Welsch suggests reframing rejection altogether: “You do not know what is going on with this potential client. They may be struggling financially, and they’re unable to hire a freelancer. They may be too strapped for time to read your email. They may want to hire you, but they just haven’t gotten around to responding yet (I’ve received responses MONTHS after sending my cold pitch).”

“So, if you don’t hear back, don’t take it personally. There’s a very good chance that it has nothing to do with your portfolio or your pitch. You don’t need to massively overhaul your strategy, change your portfolio, and lower your prices just because you sent out ten cold pitches and didn’t hear back from any of them.” 

Persistence is the name of the game for freelance journalism—and any freelance job, for that matter. In order to build a resume and a body of work, continuing to refine your pitches, your website and social media, and whatever you need to do to continue showing up for pitches fresh, excited, and ready to work is going to lead to the long-term health of your career as a freelancer.