1. Identify Your Targets

Start by researching local media outlets, including newspapers, online publications, radio stations, and TV networks. For regional athletes or clubs, focus on community-based platforms that spotlight local stories. If you already have relationships with journalists or editors, use them as your starting point, but don’t hesitate to cast the net wider.

Local reporters love hearing fresh ideas, so don’t be shy about reaching out.

2. Craft Your Pitch

Unless you have a direct phone number or connection to a local journalist, the first contact is often best made via email. You can typically find a journalist’s contact information on past stories they’ve shared or their public social media accounts (e.g. on Twitter/X).  

Here’s how to structure your pitch:

• Start strong: Introduce yourself or your club and the key angle of your story.
  
  
• Provide context: Include basic facts, your goals, and why this story matters now.
  
  
• Highlight a hook: Use specific events or milestones, such as upcoming competitions, fundraising drives, or recently achieved goals.

Follow up with a reminder email or phone call if you don’t hear back within a week.

3. Timing is Everything

Give media outlets as much lead time as possible, especially for print publications that plan weeks in advance. Reaching out at the last minute could mean journalists don’t have time to arrange photographers, videographers, or transport. Or they might miss your email altogether!

If your story is tied to an upcoming event or competition, approach them early. Alternatively, you can share retrospective stories, like celebrating a competition result, surpassing a fundraising target, or an unexpected journey back to the sport.

4. Define Your Story Angle

Think about the most compelling aspects of your journey. Stories with emotion, quirks, or unique elements resonate most:

• Overcoming challenges: Did you bounce back from setbacks or injuries?
  
  
• Community ties: Has your fundraising brought your community together in a meaningful way, or has the support from your hometown helped you reach new heights?
  
  
• Pivotal moments: Is there a moment in your journey that shows your determination, such as making a comeback, reaching a major milestone, or achieving something against the odds?
  
  
• Human interest: Is there an aspect of your story that pulls at heartstrings? Like a meaningful family legacy in your sport or a deeply personal motivation?

You can also ask friends and family for their perspective; they might pinpoint angles you haven’t considered.

5. Visuals Matter

High-quality visuals make a pitch stand out. Aim to provide:

• High-resolution photos: Ideally 1-2 MB for print, but even phone photos can work.
  
  
• Video clips: These are useful even for print stories that will run online.

Dynamic visuals help illustrate your journey and make your story more engaging.

6. Leverage Social Media

If you have a strong social media following, mention it in your pitch. Highlight how you’ll share the story with your audience, boosting its reach. Journalists are more likely to feature stories that will engage a wide audience.

7. Highlight the Impact of Fundraising

During interviews, don’t forget to weave in messaging about the impact of fundraising and how the Australian Sports Foundation has supported your journey. Use specific examples:

• Time-saving benefits: How ASF’s platform replaced labour-intensive efforts like sausage sizzles or door knocking.
  
  
• Direct impact: Mention how the funds have helped you train, travel, or achieve your goals.

Final Thoughts

Your story is unique, and local media can help you share it far and wide. By following these steps, you’ll increase your chances of getting featured and inspire others in the process. Whether it’s the athlete striving for their next milestone or the club bringing a community together, there’s always a story worth telling.

Fundraising with the ASF

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