How to Not Annoy Journalists (and Actually Get Coverage)
Hey there, startup founders, PR pros, and VC comms folks! Let’s talk about the art of pitching and building solid relationships with journalists—a topic that took center stage in a recent ‘Meet the Press’ webinar featuring Monty Munford, Anna Heim, and Tasmin Lockwood.
1. Be a Familiar Face (or Name):
Journalists are more likely to respond if they recognize you. How do you get on their radar? Consistently send them stories that are worth their time. Be polite, ditch the entitlement, and for goodness’ sake, use proper grammar.
2. Do Your Homework:
Before you hit ‘send’ on that pitch, know who you’re reaching out to. What topics do they cover? Are they attending events where you could bump into them? Building relationships in real life matters. It’s cool to ask them for a coffee chat if they’re into your niche, but remember, that’s no golden ticket to coverage.
3. Respect Their Timeline:
Your urgency isn’t theirs. Respect their process and the fact that their readers come first. Give them plenty of lead time, offer exclusives, and be patient. They might come back to your pitch later, or it could end up in the dreaded promo folder. Remember, today’s news is already old news.
4. Keep It Snappy:
Get to the point. Tell your story in 50 words or less, ideally in three short paragraphs or bullet points. Cut the jargon. Journalists need to pitch your story to their editors, so make it easy for them. Focus on why it matters now.
5. Let the Big Boss Talk:
If you’re not the CEO or founder, step aside and let them have a direct line to the journalist. No offense, but journalists want to hear straight from the top.
Remember, nailing your pitch and building genuine relationships with journalists can make all the difference. Happy pitching!
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