How the Media Decides to Book Your Story

For thirty years, I was the person making the decision.

As an Editor-in-Chief and Chief Content Officer, thousands of story pitches landed in my inbox. Every week. Every month. Every year.

• Some came from billion-dollar brands.
• Some came from first-time entrepreneurs.
• Some came from world-renowned publicists.
• Others came directly from people who simply had a dream of seeing their name in print.

Most of them were declined.

Not because they weren’t accomplished; and not because they weren’t passionate. And certainly not because they weren’t successful.

They were declined because they misunderstood how editorial decisions are made.

The public imagines editors sitting around asking, “Who’s the most successful person we can feature next?”

That isn’t the conversation.

The conversation is much different.

The First Few Seconds Matter More Than You Think

Editors don’t read pitches the way you think they do.

When an inbox contains hundreds of emails—and sometimes more than that—you aren’t being evaluated over fifteen thoughtful minutes.

You’re being evaluated in seconds.

• Your subject line.
• Your opening sentence.
• Your angle.
• Your relevance.

Before I finished the first paragraph, I was already asking myself a series of questions.

• Is this timely?
• Will our audience care?
• Have we already covered something similar?
• Is there a fresh perspective?
• Can I immediately imagine the headline?

If I couldn’t answer yes to several of those questions almost instantly, I moved on.

Not because your work lacked value. But because editorial teams have limited pages, limited budgets, limited production schedules, and endless choices.

That reality changes everything.

Success Alone Isn’t News

One of the biggest misconceptions I see is this: People assume success automatically deserves media coverage.

It doesn’t.

I’ve interviewed everyone from first-time founders to household names, bestselling authors, celebrity entrepreneurs, professional athletes, CEOs, and even a reigning king.

What they all had in common wasn’t simply success—they had something worth talking about.

Despite what most people think, the media isn’t in the business of celebrating resumes. Or at least not the outlets I’ve had the pleasure of working at.

It’s in the business of telling stories that create curiosity.

Your credentials establish credibility. Your story creates interest.

Those are two very different things.

Editors Aren’t Looking for More Experts

This surprises many people.

Editors already know there are thousands of experts. Thousands of coaches. Thousands of consultants. Thousands of business owners.

Simply adding another expert to that list isn’t enough.

Instead, editors ask questions like:

• “What’s different here?”
• “Why now?”
• “Why this person?”
• “Why should our audience spend five minutes reading this instead of everything else competing for their attention?”

Notice something?

None of those questions begin with, “How successful are they?”

Because success is rarely the deciding factor. Perspective is.

In fact, this is one of the reasons I decided to leave my role at SUCCESS® magazine.

I knew all the experts and thought leaders in the business of helping people—but the reality that everyone and their uncle were referring to themselves as “experts” got old. Some without any credentials at all. Hint: If you have money—you can afford a PR team.

One day I will tell you all about it…

The Story Behind the Story

The pitches that stayed with me almost always had something unexpected.

• Maybe it challenged conventional wisdom.
• Maybe it solved a problem differently.
• Maybe it revealed a lesson people hadn’t heard before.
• Maybe it connected with something happening culturally.
• Maybe it simply made me stop scrolling.

Put it this way, the best stories don’t shout. They intrigue.

Editors are constantly searching for ideas that make readers think, “I’ve never looked at it that way before.”

That’s what earns attention.

The Biggest Mistake I See

Too many people pitch themselves. Editors are looking for stories. There’s a big difference.

One sounds like this:

“I’m an award-winning entrepreneur with 20 years of experience…”

The other sounds like this:

“After losing everything, I discovered one leadership principle that completely changed how companies retain top talent.”

Which one makes you want to keep reading?

Exactly.

Your biography belongs later. Your story belongs first.

Remember Who the Hero Is

This is one lesson I wish every entrepreneur understood. You are not the hero of the article—your reader is.

The story simply helps them become one.

When your pitch focuses entirely on your accomplishments, editors see self-promotion.

When it focuses on solving a problem, offering insight, or helping readers navigate a challenge, editors see value.

That shift changes everything.

Think Like an Editor

One exercise I often encourage people to try is incredibly simple.

Before pitching any publication, ask yourself: “Would I stop and read this if it wasn’t about me?”

If the honest answer is no… Neither will an editor.

That question alone has the power to transform how you communicate.

The Best Pitches Feel Effortless

Ironically, the strongest pitches rarely try the hardest.

They don’t exaggerate. They don’t oversell. They don’t include ten attachments, five awards, and three pages of credentials.

They’re clear. Focused. Relevant. Confident.

They make the editor’s job easier.

And editors remember people who make their jobs easier.

What I’ve Learned After Three Decades

After deciding which stories reached millions of readers, I can tell you this:

Editors aren’t searching for perfection.

They’re searching for relevance.

They’re searching for originality.

They’re searching for stories that genuinely serve their audience.

If you understand how editors think, you’ll stop trying to impress them. You’ll start helping them. And that’s the moment your chances of earning meaningful media coverage change dramatically.

Because the best pitches were never about getting attention.

They were about earning it.

Good luck and let me know if I can help.