How to pitch a journalist

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How to pitch a journalist - get the press and media profile your small business needs and deserves What journalists want How journalists work Avoid the shotgun approach Do your research What the journalist wants Build trust and stand out Pack a punch with your email approach What next? For advice, resources, tips and PR opportunities, go to: http://prcoach.co.uk/pr-help/

Marketing Business Technology

How to pitch a journalist

Get your small business the
press and media exposure it deserves.
Debbie Leven
http://prcoach.co.uk

© Copyright, Debbie Leven, 2013

1

What journalists don’t want
No to sales puff – it’s not
about you
No to news/ideas that are not
relevant
No to being interrupted when
on deadline
© Copyright, Debbie Leven, 2013

2

Understand how journalists work
They are busy
They need to please their editor
They receive pitches all day,
every day
They are under pressure
© Copyright, Debbie Leven, 2013

3

Avoid the shotgun approach
Don’t blast your
news/article ideas to
everyone and hope for the
best
That’s just rubbish
Be personal, be tailored and
stand out
© Copyright, Debbie Leven, 2013

4

Do your research
Identify the key journalists
Look at their recent
articles/reporting/topics
Research where they hang
out on social networks

© Copyright, Debbie Leven, 2013

5

What the journalist wants
Strong people/human interest
Something new
Stories/ideas that are: topical,
different, unusual, follow/buck
a trend
Ideas/stories relevant for their
audience
© Copyright, Debbie Leven, 2013

6

Build trust and stand out
Send your email approach to
named person
Demonstrate you know their work
and their audience
Prove your knowledge, skills,
expertise

© Copyright, Debbie Leven, 2013

7

Pack a punch with your email pitch
Get to the point quickly
Focus on their audience
Be clear on what you are
offering and how you can
help them
Set out next steps
© Copyright, Debbie Leven, 2013

8

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