PR TOOLKITMedia Relations

How to pitch to local media

Use this page when a campus story is ready for local media and you need to identify the right reporter, angle, email, and follow-up.

Start here

Is the story ready for local media?

Before building a list or sending a pitch, pressure-test the story. A local reporter is usually looking for a timely reason to care, a clear local connection, and a useful visual or human angle.

Note: The story does not need to hit every category. These are the common signals reporters use when deciding what to cover. Student newspapers may find more campus dining stories newsworthy because their audience is already local to the campus.

Build the list

Create a focused media list.

A media list is a working document with journalists, outlets, and influencers who cover stories relevant to your campus, community, food, events, or student life.

Do

  • Review the reporter's recent stories and social channels before adding them.
  • Confirm they are still at the outlet and have published recently, ideally within the last three months.
  • Add personal notes so the pitch can be customized.
  • Double-check the spelling of their name.

Don't

  • Add a reporter without checking their recent coverage.
  • Pitch someone who covered the dining program negatively without checking with the Communications team first.
  • Add reporters who are overly political, negative, or strongly opinionated for this topic.
  • Build a giant list when a focused list would produce better outreach.

Print and online outlets

Local daily newspapers, campus newspapers, hyper-local outlets, magazines, and Patch.com writers can be strong fits.

  • Identify 1-3 contacts per publication, including an editor, reporter, or general contact email.
  • Look for food, community events, features, campus, or general news contacts.
  • Avoid the editor-in-chief if another reporter or section editor is a better fit.

Local TV and broadcast

Local ABC, CBS, FOX, NBC, CW, PBS, and nearby stations can work well when the story has strong visuals.

  • Identify 1-4 contacts per station, including a producer, assignment desk editor, general assignment reporter, or general newsroom email.
  • Morning shows often invite local chefs to share seasonal trends, recipes, or event moments.
  • Use broadcast when the story has a clear visual or on-camera opportunity.

Reminder: Always check with the university communications team first. They may already have relationships with local media you can leverage.

Find the right person

Find media targets in four steps.

The goal is to identify people who already cover the kind of story you are pitching, then keep enough context in your list to personalize the outreach.

01

Search local outlets

Google "[your city] news" and review the first few results pages for daily newspapers, local TV stations, hyper-local publications, and magazines.

If your city has limited media, identify publications from neighboring cities up to about one hour away.

02

Identify relevant reporters

Look for reporters who cover your university, college, food, community events, features, or general local news.

Start with staff directory, editorial, or contact pages. If those are not useful, review relevant sections and recent bylines.

03

Use a general address when needed

If you cannot identify an individual reporter, find the general publication email, newsroom tips address, assignment desk email, or contact form.

04

Add useful notes

Add the contact to your media list with name, title, outlet, email, phone number if available, recent coverage notes, and why they are relevant.

Keep the list in a shared Microsoft Excel or Google Sheet so the team can reference and update it.

Write the email

Make the pitch short, clear, and easy to answer.

Reporters and newsrooms receive a lot of email. Keep the subject line and pitch direct, specific, and easy to scan. Aim for less than 150 words.

Pitch structure

  • What: Lead with the story, event, announcement, or timely moment.
  • Why: Explain why a local audience should care.
  • Who: Name the spokesperson or people available for interview.
  • When: Include the timing, date, deadline, or event window.
  • Where: Include the specific campus location when relevant.
Open example pitch

Before sending

  • Use a short subject line with the strongest hook.
  • End with a clear call to action, such as asking if they want an interview, story, or event access.
  • Send first to 1-2 targets at each outlet.
  • When sharing a spokesperson title, include Chartwells Higher Education, for example: [Name], [Title], Chartwells Higher Education.

Follow-through

Follow up without over-pitching.

One helpful follow-up can surface a pitch that got missed. After that, move on unless the reporter asks for more.

If they have not responded

  • Wait at least one day before following up.
  • Send one concise follow-up that adds useful context or reiterates the strongest angle.
  • If there is no response after one or two follow-ups, assume they are not planning to cover it.
  • Save phone calls as a final outreach tactic. If you call, ask if they have a few minutes or are on deadline.

If they are interested

  • Ask whether they are on deadline.
  • Confirm when they need interviews, photos, video, or details.
  • Ask what angle they want to cover and whether they have specific questions.
  • Confirm the best way to reach them.
  • Alert the local team and CHE Communications at checommunications@compass-usa.com.

Most reporters want at least one photo with a story, so have visuals, captions, permissions, and a campus contact ready.

After it runs

Make coverage useful after publication.

Once a story runs, close the loop with the reporter, campus team, and internal channels so the win can be reused and tracked.

When the story publishes

  • Share the story on your social media channels.
  • Share it with the Chartwells communications team.
  • Send a quick thank-you note to the reporter.
  • Add the post to your Dine on Campus website when appropriate.

For events

  • Capture photos and video with happy faces, appealing food, and Chartwells-branded visuals.
  • If reporters or TV crews attend, help them get interviews and useful visual shots.
  • After the event, upload images and videos to the right internal channels.
  • Send pitched reporters the best post-event photos or videos to see if they are interested in follow-up coverage.
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