The 3 journalist personality types — and how to pitch them
You’re certain that your startup idea has the potential to change the world. At least, you have some impressive numbers to share or a unique angle. Now you just need to convince a journalist to cover your story.
Having pitched to thousands of journalists, we can tell that knowing what type of journalist you’re dealing with will help you better engage your media contacts and land your pitch.
Meet the 3 types of journalists and what they’ll want to see in your pitch:
The Exclusive Seeker
We haven’t covered it yet, but an exclusive basically means that you’re committing to offer the story to a certain publication before anyone else, and no other can publish it before the story is live. This type of journalist hates knowing they’re not getting a scoop and turns down a lot of pitches. Even if you are sharing something as an exclusive, it doesn’t mean it is interesting. Remember, by offering an exclusive, you will be restricted to waiting for a response before being able to offer it to another journalist.
What must be in the pitch:
• Your subject line and the first paragraph of your pitch must clearly state that this is an exclusive;
• Add “yes or no” question, e.g. would this exclusive story be of interest?
2. An Inspiring Writer
Deep down, this type would love to be a founder themselves. They admire how tech is changing the world for the better, and aim to tell stories that fill the hearts with hope and passion, and will value the positive change element of your startup more highly than whether or not you’re making money. Remember, you might have to wait until your story or topic rolls around on their editorial calendar.
What must be in the pitch:
• What is your product meant to solve? How does it solve the problem?;
• Share your unique entrepreneurial story;
3. Business-Oriented Writer
Unlike the previous type of personality, they’re not too excited about what you’re actually doing or how you’re changing the world, they’re more interested in your traction, numbers, and revenue. This is “show me your money” type. So you need to convince you are making the money and not just fooling around. Otherwise, the conversation will be short.
What must be in the pitch:
• How much you raised, at what valuation, your revenue, user base size, market size, and any other numbers, e.g. CAC or LTV;
• Be ready to answer any questions regarding your potential for growth.
When you recognize your journalist’s personality type, you’ll better understand which aspects of your startup story will be most appealing to them. Often you can meet a mix of these personality types. A Business-Oriented Writer might ask for an Exclusive as well as ask how you’re creating positive change by doing something socially or environmentally conscious. Knowing this prior to reaching out will help to land that hero piece of coverage!
From crafting an eye-catching pitch to finding all the relevant media contacts and telling you when to follow-up with journalists, PR Guy will guide you through the journey of pitching to success for just $170. Pick your plan and Contact us https://www.prguy.io/pricing-plans