How to Pitch Journalists During Covid-19

The world has changed for all of us in the face of Covid-19 – a statement that is especially true for journalists.

Most working journalists today – regardless of their regular beat – have been reassigned to cover some aspect of the pandemic. Many are working in newsrooms that are smaller than they were even a month ago, due to layoffs and furloughs. And all are adjusting to having to cover stories virtually.

All of this makes it much more difficult for communicators to get their stories told in the media.

But it’s not impossible.

The media database company Cision this week released its annual State of the Media survey, which included some timely guidance from journalists about how to pitch them during these challenging times. 

Here are six tips they offer (all of which we can validate through our experience working with the media over the past six weeks):

1. Email should be your primary channel

This is true all of the time, but it’s especially true now. Like all of us, reporters are facing a lot of unusual pressure. Now is not the time to be cold-calling them or trying to get cute with mailings or social media. Stick with email – and keep your pitches short.

2. Make experts available for video interviews

This can be a huge differentiator during this period of social distancing. Make sure you have someone who can speak via FaceTime, Skype or Zoom and note it in your pitch.

3. Go local

Local news organizations are especially challenged. If you can provide easy-to-identify local angles and experts, you have a real opportunity to break through.

4. Pitch positive stories

It’s hard to find good news in the midst of a pandemic – and people are craving uplifting tales and silver linings. If you can offer a hopeful angle or a unique way forward, you have a good chance of grabbing attention.

5. Do your research

Beats are fluid – especially now. Before you do outreach, check out what a journalist has been covering in recent weeks to see if they are still the right person for your pitch.

6. Be patient

As noted above, journalists are underwater, so it might take them longer than normal to reply. Don’t be afraid to follow up after a few days if you haven’t heard back. But set your expectations appropriately and avoid being a nag.

Finally, op-eds remain an especially smart option right now for organizations seeking news coverage.

Even if they don’t get picked up, you can use them in your own channels to amplify your message.

If you need advice on how to break through with the media, I’m happy to provide a complimentary 20-minute brainstorming session. Shoot me a note if you’d like to pick my brain.

In the meantime, I hope you stay safe and healthy.