Kasturi, our junior account executive, recently attended a webinar led by journalist and columnist Hannah Fearn on how to pitch comment pieces.
The session focused on a simple reality of opinion journalism: editors receive far more ideas than they can publish. For a pitch to stand out, it needs to quickly explain why the idea matters now, why you are the right person to write it and why readers should care.
Comment pieces are a powerful way for organisations and leaders to share expertise and influence public conversation. But getting them commissioned requires more than just a good idea.
Three questions every pitch must answer
According to Hannah, there are three questions every successful pitch needs to address clearly.
Why now
If the topic is already being discussed in the news agenda, your pitch needs to arrive while the conversation is still active.
Why you
Editors want to know why you are the right person to write about the issue. This could come from career experience, access to data or specialist knowledge.
Why bother
Ultimately, a comment piece must offer an argument that will interest readers. If the pitch does not show why the piece adds something meaningful to the debate, editors will likely pass.
Timing is everything
The webinar strongly emphasised the importance of timing.
Comment pieces often sit closely alongside breaking news and current debates, which means pitching too late can make even a strong idea redundant.
For daily publications in particular, early pitches can be more successful. Editors start planning early in the day, so sending ideas before 8am can improve the chances of them being considered.
What editors want to see in a pitch
Editors don’t need a fully written article at the pitching stage – they just want to quickly understand the idea and the argument.
A clear structure can help:
A suggested headline
A short summary of the argument (one or two sentences)
A brief explanation of why you are the right person to write it
What makes a pitch stronger
Most successful comment pieces offer something that staff writers cannot easily provide.
This could include:
Personal experience
Specialist knowledge or career insight
Data or evidence
A unique perspective or access to a particular issue
These elements help demonstrate that the piece will bring something original to the conversation.
Common mistakes to avoid
Even strong ideas can fall short if they are presented in the wrong way.
Some of the most common pitfalls include:
Pitching too late after the news moment has passed
Offering a bland or obvious take on an issue
Being overly cautious with the argument
Comment pieces are built on opinion. Editors are looking for confident, clearly argued perspectives rather than neutral summaries of an issue.
Where to find ideas
Comment ideas can come from everyday experiences, social media discussions and online comment sections that often reveal debates which people care about.
Reading other columns can also help identify gaps in the conversation where a new perspective might be valuable.
For PR professionals, the key is spotting where clients or organisations have genuine insight that can contribute to a wider public discussion.
Preparing ahead of time
Finally, the webinar highlighted the importance of preparation.
Building relationships with comment editors, keeping track of emerging debates and drafting potential ideas in advance can make it easier to respond quickly.
If a pitch is accepted, deadlines can be tight, so being ready to write at speed is often part of the process.
With the right timing, a clear argument and a compelling perspective, comment pieces can help organisations and leaders contribute meaningfully to the issues that matter most to them.
Kasturi Mazumder is a Junior Account Executive at See Media
Need help putting this into practice? From spotting the right opportunities to crafting commentary that journalists trust, we help organisations show up with confidence in the media. Email us at hello@see-media.co.uk to find out how we can support.
