It’s been a pretty tough year for our friends in mainstream media, so we asked some journalists what they need from people pitching stories this summer.
Here’s the tea:
You get way more money than a poor jobbing journo, so be nice.
Please don’t spam every newsroom in town. There are more of you than there are of us.
Think beyond the language that PR school teaches you, as in: talk like a human, not an AI-scripted lunatic.
Email us before calling to get a read on whether there is interest. If not, try someone else.
Take the time to build relationships with reporters.
Offer up a couple of angles, so we have some discretion.
We get you might be pitching because your boss asked you to. Well, reporters answer to higher-ups as well. Just because you think your news is the most important news of the day doesn't mean others will agree.
Be mindful of your tone. Funny or quirky is good, but not all the time, and not when it is plainly inappropriate.
Get spokespeople or subjects ready to talk, but not prepped up to the eyeballs so there's no "them" to hear from.
PLEASE DON’T talk about brands or USP.
Contact us as soon as you can so we can prepare in advance.
Newsroom staff are thin on the ground: supply b-roll, data, and pictures.
Please make sure your contact details are up-to-date on your website for the holiday period. Desperate reporters trying to find stories on Dec 27th will appreciate it.
If you know you have new data coming out over the holiday period, note the dates in your email or on your website so we know when to contact you.
Please sign off comments from your CEO in advance so we aren’t the ones trying to contact them on their breaks.
And hey, even if we don’t pick up your pitches, it’s Christmas, so any food/cake/cheese is welcome. We appreciate it.
