Guide: How to Pitch, Write & Get Paid by The Lead (Step-by-step)

Section 1 · What The Lead publishes

Who reads The Lead and what types of stories succeed

The Lead is a UK-focused micro-mag that covers politics, culture, social justice, environment, housing, education, migration and local/regional reporting. It aims to produce campaigning, investigative and explanatory journalism that links a lived problem to policy and action. Read The Lead’s own about page to understand its mission. (See “About us” on their site.)

In short: The Lead publishes pieces that expose systemic problems, propose or investigate solutions, and show readers how to act. This means your idea should:

• Be UK-focused (national or regional) — bring people/place into the centre of the story.
• Tie a personal story or local investigation to policy, power, or institutions.
• Include a clear call-to-action or explain who can change the situation and how.

Section 2 · Formats, pay & wordcount

Exactly the formats The Lead accepts and the typical pay bands

The Lead provides clear public guidance on their standard formats and starting fees. The main formats are:

Practical advice:

• If you are new, aim for a clear op-ed or a Lead Untangles explainer to get commissioned quickly.
• For higher pay (£400+), prepare a feature outline that shows interviews, documents, and a clear investigative angle.
• Always include links and evidence in your pitch—The Lead wants corroboration and a clear call to action.

Section 3 · How The Lead wants your pitch

The exact elements to include in every pitch

The Lead’s pitch page lists the things they expect in a pitch. Put these first in your email (or in the form) so the editor immediately sees that your idea fits their needs:

1. One-line angle — a single sentence that explains the unique probe or promise of the piece.
2. Format — e.g., “Op-ed, 800 words” or “Feature, 1,500–2,000 words”.
3. Why it matters — explain the policy or power angle and the reader action (who to pressure, who to praise, what a reader could do).
4. Evidence links — at least 2–3 reliable sources (studies, FOI, local documents, council minutes, NGO reports).
5. Structure / Outline — 4–7 bullet points for the article’s sections, plus any interviews or case studies you will include.
6. Previous work — links to 1–3 published samples or a blog post showing you can write and deliver.
7. Why you? — one line explaining why you are the right person to write this (lived experience, reporting contacts, research access).
8. Time sensitivity — state if the story is time-sensitive (e.g., evidence is about to expire, a council meeting is next week).

Section 4 · Pitch templates you can reuse

Three copy-and-paste pitch templates (short, medium, feature)

Subject: Op-Ed pitch — [Working title] — [One-line angle]

Hi — I’m [Name], I write about [brief credential/lived experience].
One-line angle: [What this piece will show / who it helps / why it matters].

Format: Op-ed, ~800 words.
Outline:
• Intro (hook + claim) — [one line]
• Evidence & example (case study/local family/data) — [one line]
• Policy/power (who is responsible) — [one line]
• Call to action (what readers/organisations should do) — [one line]

Examples of my work: [link1], [link2].
Time sensitivity: [dates/meetings/announcements] (if any).

Thanks for considering this idea — happy to write a first draft within [X days].
Best, [Name] — [location] — [phone optional]

Subject: Feature pitch — [Working title] — [One sentence angle]

Hello editors — I’m [Name], a freelance reporter based in [place].
Angle: [Single sentence — the unique claim and who benefits].

Proposed format: News / Explainer, 800–1,000 words.
Why now: [timing / new evidence / local decision / FOI documents].

Outline:
1) Lead — human story + quick facts (150–200 words)
2) Background — policy & data (200–300 words)
3) Interviews / case studies (who I'll talk to + why)
4) What the authorities say / documents (FOI / council minutes)
5) Call to action / next steps (what readers can do)

Sources: [link to report], [local council page], [charity report]
My samples: [link1] (published), [link2] (published)
Fee expectation: I'm open to The Lead's standard rates — please advise.

Thanks — happy to send a fuller outline or draft on commission.
Best, [Name] — [email] — [phone]

Subject: Investigation pitch — [Short title] — [One-sentence claim + evidence in brief]

Dear editors — I'm [Name], [short bio: reporter / researcher / campaigner].
Claim: [One sentence — the system/policy failure and its consequences].

Why The Lead: [why this matters to your readers / local impact / campaigning angle]

Planned reporting / evidence:
• Documents: [FOI record / council minutes / company accounts]
• Interviews: [names or types, eg. two council officers, 3 residents, a campaigner]
• Data sources: [ONS / charity / academic]
Proposed length: 1,200–1,800 words.
Proposed structure (bullets): [detailed 6–8 points]
Budget/time: I estimate X days reporting + Y days writing; fee guidance appreciated; open to discussion.

My relevant work: [link1], [link2]. Happy to supply samples of FOI/email evidence on request.

Thank you — looking forward to your thoughts.

Section 5 · Build samples & a portfolio

How to show editors you can deliver (even without professional clips)

Editors want to feel confident you can write clearly and meet deadlines. If you’re new, follow this 6-step plan to build a professional-looking sample portfolio:

1. Publish 2–4 strong samples — use Substack, Medium, or your own blog. Each sample should include at least one strong local example, quote, or data point.
2. Include source links — every factual claim needs a link. Show the editor you know how to document reporting.
3. Make a reporter’s one-pager — one PDF or URL with a short bio, what you cover, clips, and contact details.
4. Collect endorsements — if a local campaigner or academic will vouch for you, add a one-line quote in your pitch header.
5. Create a sample outline for each pitch — editors like to see a clear section structure and named interviewees.
6. Proof the work — run grammar checks, test links, and ensure any quotations or numbers are accurate.

Section 6 · Writing and ethical checklist

What to check before you press send or hit submit

Section 7 · Micro-SOP (how to send a pitch)

Repeatable steps to send a pitch and follow up professionally

Section 8 · Final checklist & FAQs

Short checklist before sending + common beginner questions

Section 9 · Useful links & resources (copy these links)

Direct links to the pages and example places you should open now