Getting your story on CNN can feel like a Herculean task, but it's absolutely achievable with the right approach. CNN, as a leading global news network, offers unparalleled reach and credibility. Understanding how to navigate the process is key. This guide will walk you through the necessary steps to increase your chances of getting your news story noticed by CNN.

1. Understanding CNN's Coverage

Before you even think about pitching a story, understanding what CNN covers is crucial. CNN focuses on a wide range of topics, including breaking news, politics, business, health, technology, entertainment, and human-interest stories. They prioritize stories that are timely, relevant, and have a significant impact on a large audience. Spend some time watching CNN, reading their website, and following their social media accounts. Get a feel for the types of stories they typically cover, the angles they take, and the style of their reporting. This knowledge will inform your approach and help you tailor your pitch to their specific needs.

Consider the audience. CNN caters to a diverse global audience, so your story should ideally have broad appeal or address issues that resonate with people from different backgrounds. Local stories can also gain national attention if they highlight broader trends or have implications beyond a specific geographic area. For instance, a local environmental issue might become a national story if it illustrates a larger pattern of pollution or climate change.

Identify the right section. CNN's website is divided into various sections, such as politics, world news, business, health, and entertainment. Determine which section is most appropriate for your story and tailor your pitch accordingly. This demonstrates that you understand their organization and have taken the time to consider where your story fits best. It also increases the likelihood that your pitch will be directed to the right editor or producer.

Research past coverage. Before pitching a story, do your homework to see if CNN has already covered similar topics. If they have, consider how your story offers a fresh perspective, new information, or a different angle. Avoid pitching stories that are already widely covered unless you have a unique and compelling reason to do so. This shows that you're not only aware of CNN's existing coverage but also that you're offering something new and valuable.

Timing is everything. News is constantly evolving, so it's important to be aware of current events and how your story might relate to them. Pitching a story that is timely and relevant to ongoing discussions increases its chances of getting noticed. For example, if there's a major political debate happening, a story that provides context or analysis related to the debate might be particularly appealing.

2. Crafting a Compelling Pitch

Your pitch is your first impression, so make it count. A well-crafted pitch should be concise, engaging, and informative. Start with a strong hook that grabs the editor's attention and clearly explains the main point of your story. Briefly summarize the key details, including who, what, when, where, and why. Explain why your story is important, why it matters to CNN's audience, and why CNN should cover it. Keep your pitch brief, ideally no more than a few paragraphs. Editors are busy people, so they need to be able to quickly understand the essence of your story.

Headline: A catchy headline is essential for grabbing attention. Think of it as the subject line of an email – it needs to be compelling enough to make the editor want to open it. Use strong verbs and descriptive language to convey the main point of your story in a concise and engaging way. For example, instead of saying "Local School Implements New Program," try "Innovative Program Transforms Learning at Local School."

Summary: Follow the headline with a brief summary of your story. This should be no more than a few sentences and should highlight the most important details. Focus on the who, what, when, where, and why of your story. Make it clear why your story is newsworthy and why it matters to CNN's audience. For example, "A new program at a local school is transforming the way students learn by incorporating technology and personalized learning plans. The program has already shown significant results, with test scores increasing by 20% in the first semester."

Supporting Details: Provide additional details to support your story. This could include quotes from relevant sources, statistics, background information, or links to supporting documents. The goal is to provide enough information to give the editor a clear understanding of your story without overwhelming them with unnecessary details. For example, "According to the school principal, Dr. Jane Smith, the program has been a game-changer for students. 'We're seeing students who were previously struggling now thriving in the classroom,' she said."

Visuals: If you have any compelling visuals, such as photos or videos, be sure to include them in your pitch. High-quality visuals can significantly increase the chances of your story getting noticed. Make sure you have the rights to use the visuals and that they are relevant to your story. For example, "We have high-resolution photos and videos of the program in action, showcasing the students engaged in learning activities."

Contact Information: Make sure your contact information is clearly visible in your pitch. Include your name, phone number, email address, and any other relevant contact details. This makes it easy for the editor to get in touch with you if they're interested in your story.

3. Identifying the Right Contact

Finding the right contact at CNN can be tricky, but it's well worth the effort. Generic emails sent to general addresses often get lost in the shuffle. Try to identify the specific editor or producer who covers the beat that aligns with your story. Look for names listed on CNN's website, in articles related to your topic, or on social media. LinkedIn can also be a valuable resource for finding journalists and editors at CNN. Once you've identified a potential contact, take the time to research their work and understand their interests. This will allow you to tailor your pitch to their specific needs and demonstrate that you've done your homework.

Utilize CNN's Website: CNN's website is a great place to start your search. Look for contact information in the "About Us" or "Contact Us" sections. You might also find email addresses or social media handles listed on individual reporters' profiles. Pay attention to bylines on articles related to your topic. The reporter who wrote the article is likely to be interested in similar stories.

Leverage Social Media: Social media platforms like Twitter and LinkedIn can be valuable tools for finding and connecting with journalists at CNN. Search for reporters who cover your topic and follow them on Twitter. Engage with their content by liking, commenting, and sharing their articles. This can help you get on their radar and potentially start a conversation. LinkedIn is a great resource for finding editors and producers at CNN. You can search for people by name, title, or company. Once you've found a potential contact, send them a personalized connection request and explain why you're interested in connecting.

Attend Industry Events: Journalism conferences and media events can be excellent opportunities to meet and network with journalists from CNN. These events often feature panels, workshops, and networking sessions where you can connect with reporters and editors in person. Be prepared to pitch your story in a concise and engaging way. Have a business card ready and be sure to follow up with your contacts after the event.

Use Media Databases: Several media databases, such as Cision and Meltwater, provide contact information for journalists and media outlets. These databases can be helpful for finding specific editors and producers at CNN. However, keep in mind that these databases often require a subscription fee.

4. Following Up Professionally

After sending your pitch, don't be afraid to follow up, but do so professionally. Wait a few days or a week before sending a brief email to check in. Reiterate the key points of your story and ask if they have had a chance to review your pitch. Avoid being pushy or demanding. Remember, editors are busy and receive many pitches every day. A polite and professional follow-up can help your story stand out from the crowd.

Timing is Key: The timing of your follow-up can make a big difference. Avoid following up on weekends or holidays when editors are likely to be out of the office. Mid-week, such as Tuesday or Wednesday, is generally a good time to send a follow-up email. Consider the editor's time zone and send your email during their business hours.

Keep it Concise: Your follow-up email should be brief and to the point. Reiterate the key points of your story in a few sentences and remind the editor why it's relevant to their audience. Avoid repeating everything from your original pitch. The goal is to refresh their memory and pique their interest.

Provide Additional Information: If you have any new or updated information about your story, be sure to include it in your follow-up email. This could include new quotes, statistics, or developments in the story. Providing additional information shows that you're still actively working on the story and that it's continuing to evolve.

Offer to Provide More Details: In your follow-up email, offer to provide more details or answer any questions the editor may have. This shows that you're willing to go the extra mile to help them with their reporting. Be prepared to provide additional information quickly and efficiently.

Be Persistent, But Respectful: It's okay to follow up more than once, but be respectful of the editor's time. If you haven't heard back after a few follow-up emails, it's likely that they're not interested in your story. Don't take it personally and move on to other media outlets.

5. Building Relationships

Building relationships with journalists is a long-term strategy that can pay off in the long run. Attend industry events, follow them on social media, and engage with their work. Offer them valuable information and insights, even if it doesn't directly relate to your story. Become a trusted source of information in your field. Over time, you'll build a reputation as someone who is knowledgeable, reliable, and easy to work with. This can make journalists more likely to consider your stories in the future.

Offer Exclusive Content: One of the best ways to build relationships with journalists is to offer them exclusive content. This could include an exclusive interview, access to data or research, or a sneak peek at a new product or service. Offering exclusive content makes the journalist's job easier and gives them a competitive advantage. Be sure to clearly state that the content is exclusive and that you're only offering it to them.

Be a Resource: Become a go-to resource for journalists in your field. Offer to provide background information, connect them with sources, or answer their questions. The more helpful you are, the more likely they are to reach out to you in the future. Don't be afraid to share your expertise, even if it doesn't directly benefit you.

Engage on Social Media: Social media is a great way to connect with journalists and build relationships. Follow them on Twitter, LinkedIn, and other platforms and engage with their content. Share their articles, comment on their posts, and participate in discussions. Be respectful and professional in your interactions.

Attend Industry Events: Industry events are a great way to meet journalists in person and build relationships. Attend conferences, seminars, and other events in your field and make an effort to connect with reporters and editors. Be prepared to pitch your story in a concise and engaging way.

Follow Up After Coverage: After a journalist covers your story, be sure to follow up and thank them for their work. A simple thank-you note or email can go a long way in building a positive relationship. You can also offer to provide additional information or connect them with other sources if needed.

By following these steps, you can significantly increase your chances of getting your news story on CNN. Remember, persistence, professionalism, and a compelling story are key.