Is it better to pitch an editor because they’re higher on the totem pole?
No. The best rule of thumb is if you’re going to be pitching somebody, pitch as low as you possibly can.
Find out who the beat reporter is who writes about the topic that you want to pitch. Call or email them, and give them your pitch.
Reporters are under tremendous pressure to come up with story ideas every day, either for the 6 o’clock TV news, or for their daily newspaper, or for their magazine. Reporters love to be able to go to editors with a great story idea as opposed to being told by an editor that they have to cover something.
If you’re ever uncertain as to who you should contact, just call the media outlet. You can ask for the newsroom. Then ask whoever answers the phone who the best person is to pitch to.

For more tips refer to Secrets of Perfect Pitching to Reporters.