Part 3: Pitching Stories to Media
This session offers invaluable advice for ALS advocates on how to structure and present their stories to the media. Following Rocheleau’s tips can help ensure that the voices of those living with ALS are heard and that their advocacy efforts reach the right audiences.
Understand the media’s role in ALS advocacy
Rocheleau highlights the significant impact of media coverage in driving change: "Media plays an important role in raising awareness about ALS. It can have a profound effect on both fundraising efforts and efforts to advance legislative and policy changes."
Research your target outlet and journalist
Rocheleau advises making sure the outlet and journalist have a history of covering medical or advocacy stories and to tailor your pitches accordingly.
"Before you start outlining your pitch, you really want to first do your research on who you are going to pitch to."
Types of stories to pitch
Rocheleau offers examples of the types of stories that are most likely to be picked up:
Research: “If there's some significant breakthrough or development... it’s probably going to need to be a pretty significant research development or have some sort of local tie.”
Advocacy efforts: “For example, pitching to a reporter who covers legislation about bills that advocates are pushing strongly for.”
Personal experiences: “Everyone's journey and story with ALS is so unique. So when you make a pitch about yourself, be sure to highlight what makes your story different.”
Timelines and exclusivity are key
Rocheleau emphasizes the importance of pitching timely stories and offering exclusivity when possible.
"If your pitch ties into major current events in the country... Be sure to mention that."
"Journalists love having stories exclusively because it allows them to deliver fresh, unique content to their audiences."
Be concise and hook them early
"Boil, distill, and funnel everything you pulled together down into a key, captivating opening hook—one or two of your very best points to ensure that journalists... accept your pitch."
Humanize the story with personal anecdotes
“Including a powerful quote from a person living with ALS, a caretaker, or a relevant spokesperson can also add authenticity and emotional appeal to the journalist.”
Prepare visuals
"Include visuals with your pitch... attach photos, videos, graphics, etc."
Rocheleau advises attaching only one or two visuals to avoid overwhelming the journalist.
Follow up and build relationships
"Don't be afraid to follow up in a polite and professional manner until you get a definitive answer."
He also suggests asking journalists for feedback if your pitch is not accepted.
Example Success Story: Shelby Kinsey
Rocheleau cites a successful pitch involving Shelby Kinsey, a young woman with ALS: “The pitch conveys the urgency of the situation with Shelby's health deteriorating and a lifesaving treatment being denied, creating a time-sensitive hook that encourages immediate media attention.”
Links to Coverage
Part 4: Writing Op-Eds and Letters to the Editor
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