This story is in partnership with NASDAQ OMX Corporate Solutions.
When it comes to pitching a story, journalists’ advice to PR pros is similar no matter what the medium is.
Reporters and editors are swamped. Their inboxes are overflowing. They don’t have time for off-topic pitches or information-choked emails. Cut to the chase.
Says Mark Jones, Reuters‘ global-communities editor in London, “The thing that really gets journalists’ goat is the kind of unsolicited and irrelevant media release plugging up their inbox. … You can see from Twitter what [journalists] are interested in. It takes a few seconds. It allows you the option to focus your distribution list on people who are most likely to run with the story.”
It can be a humbling experience to promote a story angle you know is great but can’t get a sniff from reporters. You’ll get a leg up if you act like a pro.