Approaching a journalist: an insider perspective

As a freelance journalist who has worked in New Zealand media for over a decade, I have been approached by many a company and PR agency with potential stories. Here are some insider tips on what increases your chances of getting noticed.

Highlight anything that shows your credibility
Journalists and editors need to know you’re the real deal. Imagine the shame of featuring you and your business only to hear you’ve folded six months later, or had some dodgy stuff going on. Tell them what other media has featured you (if that’s the case), tell them about your awards, the length of time you’ve been in business, your past roles, your credentials, studies, statistics, someone well-known who rates you. Anything that assures them you’re a solid story.

Understand the magazine/newspaper/TV show/radio show you’re pitching to
It’s amazing how many people approach journalists without really understanding the publication they’re pitching to. Where in the magazine, website, TV show can you visualise this article or segment? Let the media outlet know by telling them your thoughts – ‘I thought this might work for your Food Column in xyz magazine’ or ‘I thought this could be good in the new business section of your programme’ Being realistic is the key here. Your new skin cream might not be interesting enough for a full feature but it could well be perfect for a ‘New products we love’ or ’10 great natural skin care brands’ page.

Find out their name
Okay, that might seem obvious – but not everyone does it. Like any form of communication, the more personalised the better. Something like:

Dear Alexia,

I read your article on Susan Green and her amazing business in the Herald last week and really enjoyed it. It made me think you may possibly be interested in my story since I’ve had huge success in the area of xyz. We’re seeing incredible results and I’ve copied the media release below so you can read in more depth, when time allows. My number is 021 000 000 if it interests you.

Kind regards
Sarah

Send good images
We’re living in an Instagram world so use it to your advantage when approaching print or online media. Sometimes magazines or online outlets are too close to deadline to get a product shot, or go across town to take a picture of an event, so if you can provide them with a killer hi-res image, your chances of getting featured definitely go up. Professional shots are the best, but if budget is an issue, just find that friend with the latest iPhone and great eye and do some editing to make it look a million bucks.

Send the product
If you’re trying to get your new product featured, whether it be part of an existing range or something totally new, send it to the person you’re targeting (if that’s possible). Obviously if it’s a $765 handbag you’re not going to fling it out to all and sundry, but if it’s a new beauty product, accessory, food item or anything relatively affordable, it’s always easier to make someone fall in love with it if they can see, taste, feel or touch it. Obviously this is harder with services but always offer a free session or some form of demonstration if it will help the journalist or editor understand it.