5 PR Pitching Tips from a Former Journalist (Who Now Works for PR Firms)

I worked as a freelance and staff journalist for about eight years before I launched Lightning Media Partners. During that time, I learned a lot about the important — and ideally, symbiotic — relationship between reporters and public relations professionals. I learned what good and bad PR looks like, and I also discovered that, for some reason, most journalists don’t answer emails from PR pros.

While I still don’t know the secret to getting a reporter to politely reject a pitch (rather than flat out ignore it), I do know what it takes for an editor to say “yes” to a story idea. Many of my clients are independent PR agencies that hire me to write the very same pitches, blog posts, and bylines I once received on a daily basis as a journalist.

Based on my past career experiences and my current PR-focused projects, here are a few things that will make your pitch more likely to receive a response.

1. Be informative, but concise. 

Make sure your pitch isn’t too long or too short. Journalists don’t want to scroll through half a dozen paragraphs to know what you’re pitching, but they also don’t want to be left wondering what exactly they’ve just read. A good rule of thumb for what to include in your pitch: who your client is, what their area of expertise is, and why they’re a good fit for the publication. If a reporter has to do their own research just to find out what the company does, they’ll be less inclined to want to write about it.

2. Give some options. 

Narrow pitches are a blessing and a curse. On one hand, the journalist will know right away if the topic is something they can or can’t cover. But if your client sounds interesting and just can’t be used for that particular story idea, reporters may want to feature them in something else. I always appreciated when a PR pro let me know upfront that a client could speak about a few different things, based on the type of coverage we were looking for at the time. Your clients have a much better chance of coverage if they’re flexible.

3. Ask reporters what they’re working on. 

Journalists absolutely cannot accept every pitch they get. It’s just not possible. That’s why I always found it incredibly helpful when PR reps asked me for a list of upcoming topics I was working on. This way, you can look through your list of clients (who you already know very well), and tell the reporter who might be able to add to a piece they’ve already got in the works. It’s a rarely-used but highly effective tactic for getting your client quoted.

4. Stick to email pitches unless you’re told otherwise. 

Every reporter has their own preferred method of being pitched, but it’s always best to proceed with caution and stick with the email pitch at first. Although pitching via Twitter DM or LinkedIn message is becoming more common, some journalists (myself included) prefer not to receive pitches through their personal social media channels, so don’t do it unless they clearly indicate that it’s okay to to do so.

5. Give journalists the same respect you want in return. 

You’re busy, they’re busy. The client you’re setting them up with for an interview is not the only one that you have to deal with, but the story you’re working on together is not the only one they’re currently writing. We all have lives outside of our jobs and other things we need to worry about, so if you can extend a bit of patience and understanding to a journalist, a good one will do the same for you.

Image credit: Pixabay via Pexels

Business Presentation by energepic.com

How to Give a Great Business Presentation

Whether you’re giving a project update to the management team, leading a seminar, or a pitching a new client, you’re likely going to have to give a handful of business presentations during your career.

Unfortunately, most of these presentations just don’t land. They’re boring; not engaging enough; too long.

In an age of constant distractions and shrinking attention spans, it seems that giving an engaging presentation is an art that few have been able to master successfully. However, with a combination of powerful data and the right messaging strategy, you can hold your audience’s attention.

Here’s how to keep all eyes and ears on you during your next presentation.

Tell a story. 

Statistics and facts are important to any presentation, but without a good story behind them, your audience isn’t going to care about those charts and tables. An anecdote or story can provide context to your data and make listeners more receptive to it. But don’t tell stories just for the sake of telling them: Make sure they connect back to your main points.

Most importantly, don’t just read off of your slides. If your audience can get everything they need to know from the slideshow, you should have just emailed them your PowerPoint instead.

Be aware of your body language. 

Few things can ruin a great presentation like a nervous speaker. Public speaking is a common and understandable phobia, but it’s imperative to remain calm and in control of your body movements and tone of voice if you want to come across as a strong presenter. Connect with your audience by looking them in the eye, smiling, and relaxing your body. Try not to be too stiff, fiddle with your notes, or cling to the podium.


They say that practice makes perfect, and this is especially true for presentations. Go over the data you’re presenting and the notes you’ve written. If possible, test out your technology to make sure it works. Rehearse your speech in front of a test audience, and ask for feedback. The more prepared you are, the more likely you are to gracefully handle any unexpected hiccups, tangents, or audience questions.

Be yourself. 

The most important thing you can do is stay true to yourself. Know your strengths as a presenter and stick with what comes naturally to you. Humor can be a great way to engage an audience, but don’t try to make jokes if that’s not who you are. Remember, your audience is there to listen to you for your expertise. Rather than try to be the person you think they want, just give them your truest, best self.

A version of this article appeared on Fox Business.

Image credit: energepic.com via Pexels