Navigating News Releases and Media Pitches: When Social Media Can Help

Reaching out to journalists with a news release sounds simple. just send an email. But in reality, emails often end up in spam, get blocked by filters, or are lost in an overflowing inbox. When that happens, social media can be a useful backup, if done right.

When Email Fails: A Lesson in Getting Creative

I once emailed a press release to a reporter but never heard back. Since I also managed the company’s social media, I noticed he regularly viewed our posts. That made me wonder, was he even receiving my emails?

I decided to reach out professionally via Instagram. Sure enough, he responded quickly and confirmed that his station’s email system was blocking my messages. Even after speaking with his technical team, the issue couldn’t be resolved.

Instead of giving up, I adapted. I turned the press release into a web-viewable PDF and sent him the link through Instagram. This experience taught me that sometimes, you have to be creative while maintaining professionalism and boundaries.

Why Social Media Can Work for Media Outreach

Email is still the preferred method for most journalists, but I’ve learned that many are highly active on LinkedIn, X (Twitter), Instagram, and other platforms. When emails don’t go through, social media can be an effective way to connect.

1. Direct Access

If a journalist frequently engages on social media, your message might stand out more there than in their crowded inbox.

2. Pre-Pitch Engagement

Liking and commenting on a journalist’s posts before pitching helps establish a connection. It makes your outreach feel less like a cold message.

3. Speed for Breaking News

Many journalists don’t commit to stories far in advance. Social media allows for quick communication, which is helpful for time-sensitive news.

How to Reach Out the Right Way

If you decide to use social media, here’s how to do it effectively:

1. Choose the Best Platform

• LinkedIn – Best for professional outreach.
• X (Twitter) – Many journalists use this for news and are open to direct messages.
• Instagram/Facebook – Can work if the journalist actively engages with your brand but should be used with caution.

2. Keep Messages Short and Professional

A simple message works best:

"Hi [Journalist’s Name], I sent you a press release about [topic] but wanted to check if you received it. If not, I can send a link here. Let me know what works best. Thanks!"

3. Research Before Reaching Out

Make sure the journalist covers stories related to your pitch. Mentioning a recent article they wrote shows that you’ve done your homework.

4. Don’t Spam

If they don’t respond, don’t keep messaging them. If they’re interested, they’ll reply.

5. Use Social Media as a Bridge, Not a Replacement

If they respond positively, move the conversation to email for a formal pitch.

The Downsides of Social Media Outreach

Social media isn’t a guaranteed solution. Some journalists prefer email and might find social outreach unprofessional. Others get flooded with messages, making it easy for yours to be overlooked.

Building Relationships Matters Most

No matter how you reach out, relationships with journalists take time. Engage with their work, respect their time, and offer valuable, newsworthy pitches.

Email should always be the first choice, but when it doesn’t work, social media can be a smart alternative, when used with professionalism and purpose.

What’s Your Experience?

Have you ever struggled to make contact with journalists or had to find creative ways to get a response?

If you're a journalist or reporter, I’d love to hear your perspective! Do you have any tips on the best way to pitch a story?

Share your thoughts in the comments, I’d love to learn from your experiences!