Like them or loathe them, journalists are a necessary evil in the world of public relations and digital marketing. Capturing their attention with a well-crafted pitch can result in valuable media coverage that enhances your brand’s visibility, credibility, and reach. However, with 73% of journalists deeming most pitches irrelevant (according to Cision’s Global State of the Media Report), marketers must refine their strategies if they want to stand out.
Let’s look at some of the best ways to successfully pitch stories to journalists and secure the coverage your brand deserves.
Find the right journalists
Before crafting your pitch, it’s crucial to identify the right journalists for your story. Pitching to the wrong person wastes time and risks damaging future opportunities.
One way to find the right media contacts is to conduct some social media research. Journalists often list the topics they cover in their X (formerly Twitter) or LinkedIn bios. Similarly, searching for job titles like “Writer” or “Journalist” alongside your industry keywords can help you find relevant contacts.
Likewise, searching for journalist-related job titles within your LinkedIn network can uncover valuable connections. Engaging with their content before pitching can help build rapport. Plus, media databases like Gorkana, CisionOne and PRMax allow you to filter journalists by topic, publication and recent articles, to help focus your outreach.
Build long-term relationships
Successful PR isn’t just about one-time coverage; it’s about developing ongoing relationships with key journalists. So, engage with their work by setting up alerts for any articles they write and interact with their social media content.
Show them the value you can offer by introducing yourself and suggesting some expert insights or research that aligns with their topics of interest, instead of immediately pitching a story.
Be patient. However, if a journalist doesn’t respond, follow up thoughtfully. Chase them just once, with some fresh data or a new angle. Avoid excessive emails, as this can be off-putting.
Craft a strong pitch idea
Your pitch should offer something newsworthy, compelling and relevant to the journalist’s audience. According to Cision’s report, 74% of journalists prefer news announcements or press releases, and 61% are interested in unique data.
If possible, use tools like Ahrefs or Semrush to analyse what topics drive the most engagement for your target publication. It is also wise to create different storylines to appeal to various journalists, as developing multiple angles increases your chances of coverage.
Make your pitch personal and relevant
Journalists receive hundreds of pitches daily, so a generic approach won’t work. Instead, tailor your pitch to each journalist, ideally by referencing their recent work and explaining why your story is relevant to their audience.
Furthermore, if possible, tie your pitch to a current news hook, trending topic or upcoming event. And, use data to back up your story – after all, providing statistics or original research makes your pitch more engaging.
Optimise your outreach strategy
Your outreach method and timing can make or break your pitch. Remember, 87% of journalists prefer email over other forms of outreach – but keep your message concise and professional. Bear in mind that journalists often have editorial meetings in the morning, so sending your pitch early in the day increases its chances of being noticed.
Another good tip is to craft a strong subject line. This should be clear and concise, while highlighting the uniqueness of your story. We know from experience that doing so improves open rates!
Piggyback on seasonal and recurring themes
Certain topics gain traction at specific times of the year. Use Google Trends to identify when your industry-related searches peak, then time your pitches accordingly. Planning ahead for recurring events (such holiday shopping trends, or financial year-end tips, for example) can help position your brand as a timely and topical expert.
Monitor and adapt
The PR and marketing landscape is constantly shifting, with journalists frequently changing roles. So, utilise media databases and social media monitoring tools to keep up to date with journalist movements and content preferences.
Additionally, tracking the performance of your pitches helps refine your strategy. If a journalist provides feedback, be sure to take it on board to improve your future outreach efforts.
Pitching to journalists is both an art and a science. Once mastered, you can significantly improve your chances of securing media coverage. Investing time in research, personalisation and strategic planning stops your pitches from gathering dust in a journalist’s inbox; instead, they will actually get read, considered – and published.
