Good pitches are short, focused, newsy, and surprising, Alison MacAdam writes in a roundup of tips from one high-profile newsroom: "All editors are not alike. They expect and need different things. Once you have an established relationship with an editor, the pitching process will get easier. So if you are searching for one perfect pitching template, you won’t find it here. But still, there’s a lot of agreement among editors on what makes a pitch work."