Want A Journalist’s Attention? Be Vulnerable

Due to my unique position on both sides of the pitching process I’m asked how to get a journalist’s attention. I pitch ideas for clients but have also written for The Washington Post, Quartz and others. The answer is rather straight forward. Be vulnerable, honest and respectful. Here’s why I think this can work for you.

I was reminded about this topic this week when I reached out to Tom Giles of Bloomberg Businessweek about an op-ed a client of mine wrote that I thought might be a good fit. “@tsgiles If it pleases the editor, may I get your email address to pitch you a piece? DM open.” His immediate DM response validated my honest approach, that he called “disarming.” This was the first time any professional journalist had actually commented on my approach.

There’s a good chance I could have looked up his email address in a database, but there are a few reasons I simply reached out directly on Twitter, and I believe my vulnertable approach is how to get a journalist’s attention. 

How To Get A Journalist’s Attention

My vulnerability was a bit of grovely humor. In this case “if it pleases the editor.” I think this approach works for a few reasons.

Firstly, the direct approach via Twitter ensures I got the right email address. Many email addresses you can find online (like mine) are filtered, or in many cases not even active. It also increases the liklihood they will open your email beacuse they are already somewhat familiar with you now. I think the big reason my approach worked however is how to get a journalist’s attention. 

Editors like Tom get blasted and emailed thousands of times per day, and around 90% or higher of the pitches they receive are junk. Because they can’t read every pitch fully, they are forced to adapt and develop a sixth sense for BS.

When I was writing regularly for The Washington Post, (my hottest piece) I was getting nearly 200 pitches per day (it’s died down some). The volume doesn’t match a staff writer or editor, but it’s enough for me to see patterns. Overconfidence, misrepresentation, sensationalism, and especially “BREAKING” news emails are the norm. 

My former Washington Post editor, Matt McFarland explained to me great ideas speak for themselves and don’t need brushed up pitches. If you can’t explain it in a sentence, it’s not worth running.

I firmly believe showing vulnerability up front, not only sticks out from everyone else but indicates your pitch can stand on its own and doesn’t need to be dressed up. There is also research that shows vulnerability attracts people.

I may never know, but perhaps that’s why I’ve received the guest opportunities I have, and why my first published piece, ran in the largest newspaper in the country. The Wall Street Journal.

Pitching The Wall Street Journal

I often advise people to be vulnerable when they ask how to get a journalist’s attention. Journalists are language pros. They see BS easily. That’s why I do my best to be as open and honest as possible to disarm them of those potential roadblocks.

I did it for my very first published piece in The Wall Street Journal. I didn’t have fancy credentials, I didn’t have contacts, I just did a little Googling, reached out directly, and was vulnerable. The woman I pitched, Tracy Corrigan, simply looped in Paul Gigot, editor of the Editorial Pages, and Pulitzer Prize Winner.

Hi Tracy,
My name is Justin Brady, I speak on creativity and I’m the art director of Test of Time Design. We work on “impossible” communication design challenges with global brands like CDS Global and Kemin Industries.


I called a moment ago about an op ed piece I have written — I’m not a freelance writer, so if I’m “doing this wrong” I apologize. The piece is about creativity in corporate culture and highly relevant to your readership.
All I want is for someone to review it, that’s it. Can you help me get it to the right person?

All I want is for someone to review it, that’s it. Can you help me get it to the right person?

Vulnerability is how to get a journalist’s attention.

Honesty Really Is The Best Policy

Although A/B testing would be nearly impossible, my hunch is a successful pitch sent from a state of vulnerability, would be ignored if it was overconfident and sensationalist.

The people that are shoe-ins for The Justin Brady Cultcast or future freelance articles, check only two boxes. They’re vulnerable, and their idea is great. (And it helps greatly if you keep your pitch short.) That’s it.

Now you know how to get a journalist’s attention. Be vulnerable. Be to-the-point. Be kind. Go try it out and get back to me. (But leave Tom alone for now…)


Justin Brady cultivates & amplifies your story to reach millions. Provide your contact info and I'll send tactics on press coverage, search rank, and interviews from A-list communicators.

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Justin Brady cultivates & amplifies your story to reach millions. Provide your contact info and I'll send tactics on press coverage, search rank, and interviews from A-list communicators.

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