Do you really know how to pitch to a journalist?

When starting and managing your own business, you can sometimes get so caught up in the day to day part of your business, that you forget to look at your organisation from the outside.

Sooner or later, most business owners will come across a journalist who may want to write about them or their organisation - or an opportunity may arise to do so. Often these business owners or directors will choose one of two options that they think are appropriate - completely ignore the journalist or turn them down or they will take the opportunity and try to 'sell' their stuff.

Only a few weeks ago someone in business said they wanted to be on BBC Radio 4's Today programme to pitch their product because 'it would be very helpful to the NHS'. When I explained that this wasn't going to happen, they simply did not believe me and felt they could make that happen. Yet here's the thing - just because you 'think' a media outlet should tell the world about your amazing product, it doesn't mean that they will. That's called advertising. ?

What I have learnt, in all my years of being and working with journalists, is that journalists may have a multitude of questions, but your answer has the power to change the story.

Your pitch can influence the angle of piece their working on and make you the forefront of it. It can also highlight that your story may not be the right fit for them. Or in telling your story the journalist may pick up on an angle you haven't even thought of. In pitching an idea to a journalist always remember that no-one got anywhere without trying.

Yet as with most networking events with fellow business owners, selling directly to them won't work. If you want to do that - buy advertising space to promote your product. This can work very effectively but you will have to keep on doing it relentlessly in the hope that one one day you cannot predict, someone will read that display ad because they need your 'thing' at that very moment. Why do you think DFS always has a sale? They are investing in being visible at the exact moment you decide you need a new sofa. A moment they can't predict at all - so they are playing the odds that by throwing many thousands, if not millions as year at their sales pitch, a proportion of people will want to buy every single day.

Have you got a budget on that scale? ?

My advice to anyone talking to journalists is to create a relationship where you are the story or you are the source of a story. You can lead a journalist to the right people at the right time and sometimes that person will be 'you'. ?

Given I do this every day, here are some tips when proactively connecting with a journalist - remembering always that in most cases they have access to a far bigger audience than you. ?

1.???? Do your research! Understand who the journalists are who write about people like you - you can focus this around your business product or service; your expertise; or something personal like a mission which drives you forward (or a mixture). This can then help you pitch appropriately to them. If they are a local journalist, your story needs to have a local angle and be of local interest .

2.??? Don’t tell your life story all at once. Be direct with the journalist about what you are pitching and 'why now'. Journalists are busy people, and unless you are at an event like my NO BS Media Summit, they will not have time to listen to your whole life story. Save up your stories that you feel able to tell and use them as 'multiple' opportunities not just one. We are full of stories, we are not one single story.

3. Personalising your approach. Address the journalist you’re reaching out to by name if you can, maybe mention articles they've written that you saw and explain why you are reaching out to them. If it's because they have recently written an article which you could have taken part in, understand this - they are not going to be writing the same article or a similar one the following week. So the pitch needs to be more along the lines of 'if you are ever writing on this topic again, I'd love to be considered as a case study/expert'.

4.??? Plan your subject matter. The saying goes: ‘Fail to prepare. Prepare to fail.” Plan what you'd like to say and be clear. This is especially important for broadcast journalists, like radio, where you will have the opportunity to say up to three things. What will those things be? Don't be afraid to practice this out loud and record it. Be aware no one really likes to hear their own voice but get over it.

5.??? Consider the timing of your conversation. Not whether you pitch in the morning but rather if your pitch is appropriate right now. Think 'why now?'. Why me? A simple example would be: Don’t talk about your new Christmas 2026 trending products in the Spring. It must make sense for a journalist to talk about it now.

6.??? Data, Data, Data. Journalists often like 'data' which can support a story they are writing or form the core of a story they could write. Does your business have data which could be of interest? One example of this could be that you sell 'roses' all across the UK. Which postcodes love roses the most? Where are the top ten places in the UK for buying roses? Data can make stories.

7. Be open to the next step - once you've engaged with a journalist don't spam them or keep hassling them, take the light touch approach. It's up to them, not up to you, if they take a story forward and they may not for several months because, for them, it's not the right time. Let them tell you what the next step is. This requires supreme patience but it will be worth it.

8. Can you offer exclusivity? - this is often very important for the national press and it's something I do with certain client, often for 48 hours to see if they can pitch that story themselves and get a commission (most national journalists are freelance). Offering them first access or a unique angle is a great incentive for them to cover your pitch.

9.??? Jump at offers. If you get the offer to take a journalist out for lunch or coffee - do it! You will get much in return for this. They can give you an insight into their work and you can have the opportunity to pitch. The only caveat is that this rarely happens nowadays. Not because journalists don’t like coffee, but rather, there are fewer employed journalists these days.

10. Don’t stalk your journalist! This may not come a shock but, do not stalk a journalist. Do not hassle them with updates and daily follow-ups if you haven’t heard anything. Many PR companies do this because of pressure from clients - I don't work with clients who think I should do that. I simply won't do it. Trust that, if you fit their brief or their area of interest, then they will be back. Ask if you can put them on your newsletter list. Many will agree to this and it allows a light touch connection. Consider this how much do you like being hassled by people trying to sell you a service or product? . ??

I have pitched and been pitched to throughout my career. I have seen people thrive and fail at pitches as well and I've failed many times myself - and that's okay - I've also succeeded many times. In my world a 'no' from the media really means 'not right now'.

Remember this one key thing, the strength of the story will overcome everything else.