How can you successfully pitch your expertise to journalists?

Many people consider themselves thought leaders due to their social media activity. These people are crucial for companies because potential clients engage with and trust them. They hold an authority that is very hard to replicate.?

However, these thought leaders are not often seen in the news media, where the audience is usually much larger and the message more impactful. When a journalist writes about your opinions, it signals to potential clients that the thought leader and the company they represent are worth listening to. That's why many thought leaders and experts aim to share their opinions in journalistic media.?

The challenge is that most don't know how to effectively communicate their message to journalists. They struggle with pitching their expertise, despite having valuable insights to share.?

This is why we've decided to share three simple steps on how to pitch your expertise to journalists.

?? Be topical

Keep tabs on your industry's latest news. What's grabbing everyone's attention right now, and which topics keep popping up? Recognizing the current hot topics gives you a significant edge.

For instance, AI is a massive talking point these days—not just within the tech world but across the board. The media is all over AI stories, so if you've got insights to share, pay attention to what's being discussed. Right now, there's a lot of chatter about job losses due to AI and its potential to replace human job roles. If you have thoughts on this, and they align with your business goals, don't hesitate to pitch them and see if there's interest in an interview.

Remember, though, to keep self-promotion to a minimum. The media isn't looking to serve as a megaphone for your company. Focus on contributing to discussions that have broader societal relevance.

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??Bring new, different kinds of opinions to the table

A key factor in successful pitching is to introduce novel ideas to journalists and their readers. Avoid reiterating messages that have been extensively covered. Stand out by offering unique perspectives and insights on a specific topic.

Take AI and job losses, for example. The prevalent narrative asserts that AI won't replace humans but will minimize manual labor, allowing us to focus on more critical tasks. This message has been echoed repeatedly. In such cases, it's essential to present a fresh angle, perhaps suggesting, "AI is already impacting employment. Companies like Google and Meta are downsizing, which proves that it’s a real thing". Then offer potential solutions. Remember that incorporating a local perspective adds a lot of value and credibility.

Another vital tip is to be clear and assertive in your viewpoints. Avoid diplomatic language, which can come across as dull. Express your genuine opinions using an interesting tone of voice to capture attention.

A prime example of an outspoken spokesperson is our client Antti Kaihlanen, CEO of Foppa, a marketing growth investor. In an interview with Kauppalehti, he discussed the inefficiency of global Finnish companies' marketing budgets in driving growth, stating, “The marketing budget of a Finnish company operating globally usually doesn't have any impact on growth .”

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??Be straightforward

When pitching, aim to make your point as quickly as possible. Journalists receive dozens, if not hundreds, of emails daily and cannot read them all. If they open your message, they might form an opinion in just seconds. Yes, that's correct – seconds!

Therefore, keep these two tips in mind:

1. Go straight to the point: Avoid sharing every piece of information and facts you find about the topic. Focus on the main point, consider adding a link to a relevant recent article, and immediately convey your thoughts and what you would like to discuss in a potential interview. You can also prepare a few quotes that you could offer to the journalist.
2. Be interesting from the first sentence: This ties back to the first tip but emphasizes the need to capture interest immediately. Eliminate any sentences that do not add value. Remember, journalists sometimes make their decisions in seconds, so it's crucial to maintain their interest from the start.

Do you have any other questions about PR? Feel free to contact our PR professionals for a free consultation.