One way to build stronger relationships with journalists (and increase your chances of press coverage)

Last year I filed a piece for a national newspaper but unfortunately weeks later the whole section was pulled without notice. Fortunately (or rightly so, even) I was still paid and was given permission to pitch the piece to other outlets. I pitched Wired but to no avail (they never responded - not hearing back also very much happens to journalists). 

Last month I pitched the piece to a very respectable trade magazine and I secured a commission with them (I’ll publish it when it goes live as I don’t wish to jinx it). It involves further interviews and a different angle but it was subject I’d already worked on and am keen to see it through.

It made me realise that there’s a place here for PRs to be super helpful and suggest ways freelance journalists can maximise their work. For example, in this case, perhaps once of the PRs I had told I wouldn’t be able to place it with the national could have said: “Actually, if you’re looking for other titles to place this, I can suggest trying the Wired features editor, trade magazine X which has a new vertical and is always looking for feature ideas, or there’s a Q&A in this tech magazine that would fit the bill.”

This particular subject is the PR’s stronghold. They'll be working hours every weeks trying to secure press coverage across national to trade press. They'll be (or should be) inhaling all the potential media covering the subject, be aware of the feature editors commissioning such stories, and have the knowledge to know where a piece could work, and how it could be changed to fit a particular title’s style. As a freelance journalist, I know I don’t do this enough, but then pieces rarely fall through. BUT, there’s room here for after a national piece has been published, for example, for the PR with all their knowledge and contacts to suggest how the freelance journalist they've just worked with could rework it for a particular trade or consumer title and also share their contacts. A win for the PR for potentially securing two or more pieces of coverage, and a win for the journalist in landing more commissions and money. And just a fantastic way to build relationships. 

Time’s are very difficult very now and I will certainly be once again banging on about just how tough it is as a freelance journalist, but by working together (and building relationships) there’s ways to make things a little bit easier for all parties.