Why you need to research which journalists you're pitching

Photo by Charisse Kenion

When you have a story you want to sell into the press, you'll need to work out which journalists to contact.

Don't just send it to anyone. I receive so many emails and DMs on LinkedIn/Facebook/Instagram from founders and PRs who think that because I'm a journalist I'll write about them. This happens to pretty much every journalist. 📺 📻 🗞

You need to research which journalists your story might suit.

A journalist who specialises in tech? Women's issues? Education? Is your story one for the news or features desk?

Research who is writing about your/your client's competitors. Look on Google News. Buy magazines and newspapers, check out the various sections and look at the bylines to see who's writing about your industry. Pay for access to a media database.

But don't send a release off to - or contact - any journalist "just in case". Our inboxes are already bulging and it's not a great way to build relationships. It's also like contacting an electrician about a plumbing job.

If you're feeling a bit stuck on targeting and pitching journalists, my in-depth course Lessons from a Journalist: How to Secure Press Coverage covers this in more detail.