How to pitch international publications successfully, by Goodness Chibunna

Pitching international publications can feel like sending emails into the void. You have a great story idea, you hit send — and then, silence. No response, no feedback.

But what if I told you that sometimes, it’s not about the idea itself, but how you present it?

Over the years, I’ve spoken to editors at global media outlets, and one thing is clear: many journalists miss key details that make a pitch stand out.

1. A clear and focused story idea

Many pitches fail because they are too broad. Saying “I want to write about press freedom in Africa” is not enough. Editors want specifics: What angle? Why now? What makes your story different?

What works: “Press freedom in [specific country] is under fresh threat as new laws take effect. I’ll report on how these laws impact independent media and what journalists are doing to push back.”

2. Why this story matters

Editors receive dozens of pitches daily. If your story doesn’t explain why it matters now, it’s easy to ignore.

Make it clear: What’s the bigger picture? Is there a new trend, policy change, or event that makes this urgent? Show why readers should care.

3. Evidence that you can deliver

A good idea isn’t enough—you need to show you can execute it. Editors often reject pitches because they don’t feel the journalist has enough access or expertise.

What helps: Mention sources you’ve spoken to, data you’ve reviewed, or previous stories you’ve done on similar topics. Prove you can get the story done.

4. A simple, well-written pitch

A pitch full of long sentences and jargon is a red flag. Editors assume that if your pitch is confusing, your story will be too.

Keep it tight: Get straight to the point. A few paragraphs should be enough to explain your idea and why you’re the right person to write it.

5. Understanding the publication’s audience

One editor told me: “Most pitches we reject are great ideas—just not for us.”

Before pitching, read the publication. What kinds of stories do they publish? Who is their audience? Tailor your pitch to fit their style and interests.

A strong pitch is not just about a great idea—it’s about clarity, timing, and showing editors you can deliver.

Have you pitched international publications before? What worked for you?