How to Pitch Me? (PR to Journalists)

I've created a detailed pitching guide on what are some important things to remember when you are pitching me stories as a PR. Take a look before sending me a pitch. Feel free to share this guide with fellow PR friends or on your soical.

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Tips for Pitching to Journalists:

1. Journalism Ethics: 

   • If inviting the journalist to an event/show or offering a chance to meet with talent, provide clear details about availability. Avoid language that implies a guarantee of coverage in exchange for gifts or tickets, as this can be disrespectful to journalism ethics. Journalists will not guarantee press coverage until after they’ve seen the show/met with the talent and talked to their publications’ editors. 

2. Personalization is Key:

   • Always get the journalist’s name right. Errors like “Hello, [FirstName],” or using the wrong name can immediately discredit your pitch.

3. Relevance to Beat:

   • Make sure the topic aligns with their coverage area. For instance, as an arts and cultural journalist, I rarely covered tech, finance, business, real estate trends unless there’s a compelling humane angle. Check out my writings to get a sense what I covered before.

4. Timeliness:

   • Align your pitch with the current news cycle, but don’t pitch stories the journalist’ve just covered unless you’re offering a fresh perspective or significant update. This is really important!

5. Source Availability:

   • Ensure your sources are ready to speak immediately if there’s interest. I am not looking for a press statement you sent to every media, but a personal quote. Please don't send me press statement and claims this is an "interview." Journalists often work on tight deadlines and need quick responses.

6. Offer Exclusivity:

   • If possible, offer exclusives or embargoed information to make the story more appealing.

7. Localize When Relevant:

   • Tailor pitches to suit the outlet’s audience. National stories need broader appeal, while local outlets may prefer stories with a strong regional connection.

8. Provide Unique Angles:

   • Avoid generic pitches or simply send me the press release/brand proposals/product ads. I pass all those kinds of emails. Highlight what’s unique, surprising, or particularly newsworthy about your story. 

   • If you wonder why I did not get back to you, this is probably why. 

How do you craft a thoughtful pitch:

1. Keep It Concise:

   • Journalists appreciate clear, direct emails. Get to the point quickly without overwhelming them with unnecessary details.

   • Date, time, location (if applicable), and the main hook of your pitch should be in the first few sentences.

2. Highlight Newsworthiness:

   • Clearly explain why the story matters. Link it to trends, audience interest, or broader societal relevance.

   • Know Their Work: Reference specific articles or projects they’ve worked on to show you’ve done your homework.

3. Fit Their Coverage Area:

   • I receive a wide variety of pitches. Ensure yours fits within the scope of my publications.

4. Show Customization:

   • Demonstrate that your pitch isn’t a generic email blast. Explain why it’s relevant to outlets I wrote for recently, their readers, and their focus areas.

5. Suggest Suitable Formats:

   • Indicate whether the story works better as a profile, feature, trend piece, or breaking news if possible. This helps writers envision its placement.