How to get a journalists attention

Crafting an effective pitch to attract journalists' attention is more art than science. Understanding how journalists operate and what they look for in a story can make or break your PR strategy. In some industries, tactics like brute force, spray-and-pray or “Boiler Room” pressure works. Try that in journalism at your peril.

To help you out, here are some better ideas:

1. Do Your Research

Before reaching out to a journalist, it’s crucial to understand their beat. Journalists are more likely to engage with stories that are relevant and interesting to their coverage areas, and guaranteed to never engage with your emails if you are sending them lazy slop that isn’t on their bear.. Familiarize yourself with their published work and current topics of interest to ensure your story aligns with what they typically cover. It’s a low bar—Matt hasn’t been a staff reporter since 2018 and still gets PR pitches on everything from truck sales to cannabis (neither of which he ever covered) all the time.

2. Make Journalists Look Smart

We can say this as guys who have been journalists, but it’s a profession people get into to sound and feel smart. You should keep that in mind when pitching them. Tailor your story so it aligns seamlessly with their expertise or interests. Compliment their groundbreaking work and how they are the only reporter who can really do justice to this particular story. Help them look smart, and they will help you give your company or product the credibility that can only come with an earned media story.

3. Provide Data

Journalists are generally more into letters than numbers, but they do love data. Nothing is more helpful to reinforce a point they’re making than backing it up with cold hard facts. By incorporating relevant and reliable data into your pitch, you add intrigue and credibility. This makes your pitch not only more compelling, but an easier sell for journalists to convince their editors to let them take a chance on writing about your company.

4. Use Tools

Leveraging tools, such as Hype Lab’s Who Covers It, to surface information about which journalists cover specific subjects allows for precise targeting. This means you're not just sending your pitch into an empty void but directing it towards those most likely to have a genuine interest in your story. This shows journalists that you’ve done your homework and makes them a lot more likely to open your emails.

5. Craft a Compelling Story

Every journalist is on the lookout for a great story, but sometimes they need a little help finding it. Build your pitch around narratives that are timely, relevant—and most of all, interesting. Emphasize unique insights your story provides, and make them feel like they have to write it.

6. Establish Relationships

Building relationships with journalists outside of pitching is a good idea. Engage with their work on social platforms, comment on their articles, and send them helpful information or tips related to their work. This groundwork will not just make them more receptive to your pitches, but they’ll see you as a valued source and even thought partner, not just another PR professional.?

7. Be Respectful of Their Time

Journalists are often working on tight deadlines and can’t respond right away. Don’t follow up too aggressively—these are book people, not used car salesmen, and will be put off. When you do get their attention, make your pitch concise and get to the point, providing just enough detail to hook them. Journalists exist to do journalism, not to take orders from marketing managers and PR firms, and they will make it very clear if you act like it’s the latter.

These principles will enhance your chances of capturing journalists' attention and securing media coverage. The goal is to consistently offer value and relevance, and if you keep that the main thing, you’ll develop mutually beneficial relationships with journalists. It’s fun to inform the world, and a great story is still the best way to do it.

Looking for more help getting journalists' attention? Reach out!