How to pitch your story to a journalist without pi$$ing them off

In our profession, earned media is like gold. It’s an excellent way to get your message/product/ideas out through channels that have real cut-through.

The one major downside to it is that we have no control over what actually gets published. 

If you haven’t had much to do with journalists, they can seem like quite mysterious creatures.

Here are some tips I’ve found helpful in working with them to get your message out there.

Get to know them - I’m not suggesting you take them out to dinner. Instead, you should be immersing yourself in the content they create. Before you reach out to a journalist, make sure you are really familiar with the type of stories they write. How long are they? Which topics do they cover? If what you plan to pitch to them isn’t similar to what they usually create, it’s not likely to get over the line. 

Think about when you are getting in touch with them - Journalists work to deadlines, and I strongly advise that you don’t call them when they are on one. If they work for a newspaper, their deadline will likely be at the end of the day. Anyone working in broadcast journalism will be busy in the lead-up to their program going to air. 

Remember they are working with an editor - Even if a journalist is interested in the story, they usually don’t have the final say in whether or not it will go ahead. They will likely need to pitch it to their editor, who may not be as enthusiastic about the story. They may also not have space for it that day which the journalist themselves may not be aware of.

Ask for feedback - If you get a no, it’s always worth asking why so you can keep it in mind for your next pitch. The journalist may not be able to provide feedback (they are very busy people), but it’s really helpful if you can understand what aspects could be included next time to get it across the line. 

Keep trying (within reason) - Don’t get too disheartened if your pitch doesn’t get picked up; there is always next time! Journalists are happy to consider other pitches even if they don’t want to proceed with your first. It’s worth reaching out to them again but always read the signs so you’re not wasting your time. 

This is not an exhaustive list, but hopefully, these tips help get your organisation in the news. 

If you want to learn more about working with journalists, you might be interested in some of my professional development offerings. 

My media audit will identify low-hanging fruit that you may have yet to think about. I can help you identify simple steps to foster relationships with journalists, ensure your spokespeople hit the ball out of the park every time and position your organisation as the go-to on particular issues. 

You may also be interested in my workshop on transitioning from a service provider to a strategic partner. It’s all about how you can play a more strategic role in your organisation and ultimately deliver communications that have more impact. 

Feel free to get in touch if you’d like to learn more.