As a founder, getting the attention of a journalist isn’t the easiest thing. But if you understand their process, or lack therefore, it’s not as difficult as you might think. It’s important to know, journalists are disorganized. That’s your advantage. I understand this might ruffle a few feathers, but I work for founders, not journalists.
Because some journalists enjoy unprecedented access to exclusive events, and influential people, some may put them on a pedestal. But past the cool headlines, they’re no different from folks in your circle. They’re disorganized, have no process, run late often, and few have solid systems in place to manage their work.
One of my most common prep statements to founders before an interview often includes the sentence, “just so you know, they’re probably be running late.” (I honestly, can’t remember the last time a journalist was running on time.)
Further complicating the frequent disorganization, most journalist’s workday is further complicated by the ever-present news cycle. Editors constantly request changes or send them on wild goose chases, meaning the loudest signal gets the attention every day.
The organizational system a journalist does have is what you might expect. They prioritize emails as important, star them, or mark them as unread. If they’re really organized, great pitches are put in an Outlook or email folder they promise themselves they’ll check later… but never do.
The method most journalists use to prioritize stories is shrouded in mystery and suffering.
How do journalists decide on stories?
Throughout my candid discussions with journalists about how they decide what stories to write next, it’s mostly determined by what’s trending and hot. But, outside of that, the answer seems to be… they have no idea.
They scroll social media for ideas, tap their sources and networks, and find deeper stories on trending news . If you catch them in a weak moment though, they’ll concede they’re very much driven by instinct and what their gut tells them would attract their readers. It truly is an art for and science.
“But Justin, I attended a journalism and marketing webinar! The journalist explained their process to me and told me what pitches they want!”
While it’s true many journalists try to explain their process, and how they prefer to be pitched on social media or through panel discussions, if you listen intently, most don’t really know. If you listen to two different journalist they’ll often offer up conflicting advice.
Many of my successful pitches rarely follow the “process” the journalist advertises. (I stay in touch with many journalists after working with them, and see conflicting advice often.)
They should be commended of course, they’re trying to help, but it’s hard for most people to actually explain their process. This can be confusing for founders trying to follow their rules and get their story front and center.
It’s worth noting, some journalists are meticulously organized and have incredible processes but they’re the minority. So how are you supposed to pitch? Here’s a process that works for me consistently.
How to get a journalist’s attention: step-by-step
While it’s true pre-established trusted relationships with a journalist can help, a great story, when pitched appropriately really does stand out. Journalists are well-aware great stories can come from anywhere.
Here’s a process that will most likely work for you if you’re consistent.
1. Shape their gut: post cool stuff on social media for about 1 month (longer is great). Not promotional stuff or marketing crap, actual discoveries, data, white papers, and information that is objectively new. Then follow A+ journalists and start engaging with them. DON’T PITCH. I repeat, Do Not Pitch them yet.
2. Build a profile: dig into their work. Learn their personal lexicon. Get to know them better than they know themselves. Learn their beat, and learn the kind of stories they like to cover. Track when they’re on social media and engage when they’re active. Know what they like, and write down stuff that pisses them off. Build a profile of them in your project management software or a document.
3. Be a resource: Email them super-short emails with helpful resources that DO NOT INVOLVE YOU. Be a helper. Think like their intern. If you see good data or information they don’t know, send it. Make it clear you don’t need a reply. Don’t get eager. Breathe. Do this only when it’s really REALLY good stuff.
4. Continue the convo: When you finally pitch them, your email tone should be as if you’re continuing a conversation they started. It’s wise to expand on details they didn’t cover, answer questions they didn’t ask, and politely push back on areas you’re an expert on if you think they’ll be receptive. Obviously, you don’t act like you know them, that’s creepy. But your email pitch should be within the context of stuff they’re already working on. It should be a natural, not out of the blue.
5. Keep it short: Subject lines matter, and opening sentences matter. Get the important details in the subject, then expand on all the important details in the first two sentences. Every single word is a delete-trigger. The more words they read that don’t tell them new information, the more likely your message is deleted. Make them all count. Delete as much copy as possible without mercy. If it looks like marketing language, it is.
6. Follow up: After you pitch them, following up recommended, BUT there’s an appropriate way to do it. Wait 1-2 weeks and reply to your own pitch so context is easy for them to find. You’ll want to continue the conversation by adding new details, or expanding on vital aspects. Do not send “just checking” BS! Assume they read the entire pitch and just didn’t respond. If they posted an article or social media post between the original pitch that is relevant add that context.
7. Follow up again: In 1-2 weeks it’s appropriate to follow up again in most cases, but make sure to use the same process. This time however, it’s important to signal you won’t be following up. You can add something like, “no need to reply if this isn’t a fit. Appreciate your time!” They’re hounded often to reply, so if you go the opposite direction, that really does resonate.
8. Stop. You’re done: …but only for a few months.
9. Pitch a new angle: Wait a few months before you try again, but be careful. The new pitch should be an even better angle. If your pitches were short and kind before, they probably forgot much of it, BUT you’re somewhat familiar to them now, and they’re more receptive.
10. Repeat: Use this process for every journalist who writes content for your core audience.
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If it sounds like a lot of work, yes. Yes it is. But f there’s one rule of thumb when pitching a journalist, it’s to understand their state-of-mind. Their day is chaotic, and unorganized. You can lament the fact or get upset all you want, but if you’re a helper and not a hounder, you win.
