What are the most effective ways to pitch to journalists using digital media?

Journalists juggle many hats in the newsroom, which could mean writing a one or two stories outside their primary beat. By following them on social media, you could track their focus topic and also be updated on their movement in the same organisation or a new job switch.

Discovering more about your media targets goes beyond just reading a couple of articles and checking the publication's audience. Social media is a game-changer! Dive into a journalist's world by observing their engagement and interactions across platforms. it's like a window in to their style. Try looking out for webinars or panel discussions where they participate. Attend if possible or seek out recordings. This is a goldmine for insights into their tone, work approach, and more. The more you know, the better you can align your pitch with their preferences. It's all about understanding and connecting on a deeper level.

The best PRs have taken the time to research. Understood the genuine opportunities with the outlet they're targeting, the right journalist and their beat, the features and editorial opportunities, and the type of headlines they like and language they use - and then mirror that back to them in the pitch. Relate to them, engage them by personalising your approach and ensuring it will resonate with them - but you've done your due diligence to know it will. Also, make sure you are connecting with key contacts on LinkedIn and 'X' (Twitter). Often, you'll come across little golden nuggets of what they like (and don't) and #journorequests. It's good to keep in the know and be on the lookout for ones to jump on. Win-win!

Know your customer. Or, in this case, know your journalist. Being able to establish a real "connection" with the journalist is the first step to achieving earned media. It's not necessary to stalk the person on social media, but I strongly recommend following them to understand what they write, what they share, and -important- the tone they use. Always remember that you are one of many that reaches journalists with news. Before writing a PR, think as if you were the journalist: is the PR ready to publish or does it need editing? Less editing is more publishing...

So there I was scrolling through a reporter's X feed when I stumbled upon a gem of a tweet – sharp, witty, and full of personality. Lightbulb moment: Why not channel this vibe into my next pitch? Instead of the usual, I decided to infuse a dash of that wit into my subject line. No more generic intros – this was all about creating connection. I played on the reporter's humor and tailored a subject line that echoed their style. To my delight they responded promptly. It was a breakthrough and a reminder that personalization, tone and style can take you from no response to full coverage.

Remove the phrase "subject line" from your vocabulary. Journalists often think in headlines. Write one. Put it where the subject line ought to be. Use their techniques on them - it's not "against them", it's speaking their language.

Include a call to action here without being blunt about it! Something like ‘comment avail’ or ‘interviews and video avail’.

If you're pitching on behalf of a company listed on any stock exchange they may have to release the same information to the entire world simultaneously. This means your covering note is your only tool available in terms of personalisation - use it.

My most successful media pitches have been: 1. To the point. No waffle or too much "setting the scene". 2. Have a purpose. Well-researched into the journalist's beat, editorial opportunities and features they cover. 3. Direct and HUMAN. Not stagnant or flat or OTT. But, genuine, personal and (professionally) casual.

This isn't great advice. First, don't call journalists randomly. It's difficult to retain information given verbally and no journalist I know likes to pitched (or "followed up with") via phone. Social media messages are a bit less annoying for media but it's still not the right approach. If you Tweet "did you see my email?" at a reporter, it's just an invitation to be ignored forever. Here's what does work: I use a browser plugin that tells me when a reporter opens an email I've sent. This is the most effective way I've come across to communicate with press. If someone hasn't opened an email, then I'll follow up if I think a follow-up email is warranted; if they have opened it and not responded, I assume it's a no and I move on.

Journalists will often advise you not to call. Obviously don't be annoying but do bear in mind that you don't work for the journalist. Monitor the results when you do and when you don't put the call in - and as respectfully as you can, do what is going to get the results.

If anyone messages me on social media about a pitch, they will be blocked forever. I also ignore phone numbers that I don't recognize. You should know that I get between 10-25 pitches per day. I open most of them (I can tell some are off base by the headline). If I'm interested, I will respond. If I don't respond, I'm not interested, and your follow up contact isn't going to matter.

NEVER CALL A JOURNALIST (unless the journalist asks you to call him/her/they). As a PR person, you must be aware that you are the one needing something and the journalist is the one that can provide that. If you want to contact a journalist, it is better to do it on social media, so the journalist can manage when to respond. Following-up a PR sent could be tricky. Evaluate the importance of a PR before following-up. And if you do follow-up, I wouldn't contact a journalist more than once after you sent the PR.

Go for it, phone call your journalists... ONCE you have built a solid relationship with them they've given you their number. Journos often don't appreciate a cold call (understatement, really). Email would be my go-to; nailing that approach to engage them and pique their interest. If you have something genuinely "hot" and you're calling in to offer an exclusive, sure, pop them a call. BUT ensure it's news that will resonate and is right for them. Get to the crux of the story right away, give them a good lead time and clarify the exclusivity. Make it worth their while to cover the story - and it must be an actual STORY. Not a product launch, or a partnership, or a rebrand. For broadcast, calling the newsdesk might be the way to go, too.

Depending on the subject you manage, there are several types of content that can deliver great results for you. If you are pitching audiovisual media outlets, offering free content is always a plus: videos and/or photos of the event you are communicating. Also, content such as infographies, reports, and polls are really interesting for written publications because you offer data, and the journalist has the possibility of highlighting what he/she/they consider more relevant. Bottomline, content can help the journalist, and if you do help the journalist, you increase publishing possibilities.

Google Alerts and search your client names and search terms - you can't always rely on monitoring tools (in my experience, anyway - especially for trade coverage). Actually search and monitor for results first thing, in the afternoon, and before the end of the day. Make sure you spot and flag your coverage to clients before they see it for themselves - aim to always be on the front foot with this. TIP: Use quotes to get an "EXACT" match when you Google search.

More on the “call the journalists” section: If a journalist wants to talk on the phone with you, they’ll call you. Or if they need information quickly, they’ll text you. I get texts from press regularly because they know that’s the best way to reach me quickly. In either case, you should be prepared to go on the record with statements that the reporter can use. Anything you say to a journalist is said on the record unless they’ve agreed to take it on background, etc. And if you manage PR people and you’re asking them to call reporters, then you need to understand that those conversations are on record. There’s no rule that exempts what a PR person says from being quoted or otherwise used.