Lessons from a former Forbes journalist: The 5 basic rules to make (almost) every pitch a success
By Andrea Gläsemann
Never say never… what sounds like a phrase from a fortune cookie is sometimes true in reality, since I could never have imagined going from journalism to PR. Never like—never will the end of Game of Thrones be remembered fondly, never will I understand why people applaud upon landing on a flight from Zurich to Cologne (the pilot is just doing his job), and never will I set foot on Ballermann in Mallorca of my own free will. But I guess it wasn't such a never with PR. Because when I decided to go into a new career direction and left my job as senior editor at the German-language edition of Forbes in 2021, I actually ended up at a PR & Communications agency. How come? I got to know the Laika crew and was totally stunned by the whole team. Also, I have always been a fan of lifelong learning and of expanding my horizon. So I said to myself: take the step, try it out, and make up your mind after giving it a try.
A change of perspective
This is how my journey began, with a change of perspective. And now, I have the unique perspective of understanding how it's like to both work as a journalist, and as a PR consultant—the advantages and pitfalls alike. In my current job at Laika, I often draw on the knowledge I gained during my time at Forbes: for example, how newsrooms are structured, how journalists work, and what information is really worth publishing. Finally, I realized that sharing this insight could be worth turning into a column—for all the fellow PR professionals eager to gain a deeper understanding of a journalist's thought process and perspective.
So here we are… I’m Andrea, former Forbes journalist, current Laika Space Dog, and I’m happy to share with you the launch of my new column, Lessons from a Former Forbes Journalist. In this column we’ll explore how journalism works, what makes most journalists tick, and how editorial offices function—and what you need to keep in mind as a PR consultant when dealing with media professionals in your daily work.
In this first installment, let's begin by exploring the dos and don'ts of pitching to journalists—covering the essential basics to help you succeed. Enjoy!
A pitching story
Back then, almost every day started the same for me. I went to the Forbes office in Vienna, was the first one in, as usual, got myself a coffee and sat down in front of the laptop to first check my emails. And like almost every morning, I also had some PR emails waiting for me in my inbox. However, this one time, one in particular stood out. It was, shall we say, "creative." The subject line definitely stood out, “If you run this story, you will win a Nobel Peace Prize.” Against my better judgment, I clicked on the email. In stark contrast to the subject line, the content was unengaging, the information provided was unuseful, and the person being pitched was not convincing. Sure, I should have known, typical clickbait. Was I surprised? Or even annoyed? Not really, because this was not the first time I had received emails I could not do anything with from PR consultants. I was genuinely curious about how they thought a journalist would respond favorably to such a message. Surely, the sender must have realized that it was unlikely to make an impact?
This story is just one of many that I’d experience throughout the years as a journalist. And now, as a PR consultant, I understand just how important it is to follow some basic rules to make (almost) every pitch a success. Follow these 5 basic pitching rules to make the best out of every pitch.
The 5 basic rules to make (almost) every pitch a success:
1. Know your pitch target and its audience:
Show the journalist that you know the medium and its target group, their focus area(s) and how the medium works—although business outlets focus on business, there are usually tiny differences to be aware of. For example, the business German publications Business Punk, Brand Eins, and Handelsblatt, differ from each other (their editorial focus, tone, and style are different). I know (almost) every client wants to be featured in tier 1 outlets, but if the outlet is not fitting, you have to help them understand why, instead of forging ahead and pitching to journalists who are not the best fit for your client.
2. Time is precious – for you and the journalist:
This cannot be emphasized enough. Understand that journalists are VERY busy and they have their own schedule. While three days without a response to a pitch might seem like an eternity to a client, it isn’t for journalists. If it's of interest to them, and if they have the capacity, they usually answer. So think carefully about what you want to tell the journalist.
3. Don’t be a spammer:
Don't send too many different ideas in quick succession and then to the whole team. Don't write five follow-up emails within a week, and don't call every week to introduce all your clients. In this case, less is more! Carefully preselect which topic suits which journalist best, and the best way to approach them. Plan with as much lead time as possible, and above all: give the journalists time. After all, their main job is not to only answer PR consultants.
4. Be aware of the difference between marketing and PR:
If a product or service is to be presented, of course you would go into the benefits—but please be moderate! Stick to the facts. Present the product and the founder in an interesting, but not exaggerated, way. Refrain from using buzzwords such as “very innovative”, “groundbreaking”, “revolutionary”, “cutting-edge”, and so on. So for example, instead of telling a journalist “The company is known for its very innovative and groundbreaking product X,” you should instead stick to the facts and write “The company produces X with features Y to solve problem Z, which no other established company does.”
5. Keep it short, precise and peppered with the essential information (including images!):
Pitch with only the most important content, be precise, keep it short and crisp. It's best to mention the most important information first and highlight it or list it in keywords. If there's a need for clarification, link to the appropriate place for more information, or attach a document with more detailed information. Also, don't forget the images—journalists usually use images in their articles to paint a clearer picture.
Write the pitch, send it, and take a deep breath
While it’s true no one can truly read a journalist's mind, using these 5 basic rules can definitely give you an advantage, so that your pitch is actually seen and appreciated. So don’t forget—only pitch to the most fitting and appropriate outlets, think carefully about what you want to tell journalists, don’t spam them, or send advertisements masked as pitches, and be as brief and concise as possible.
If a journalist doesn't respond right away, take a deep breath and don’t fret—remember that while your pitch may not win a Nobel Peace Prize, if the journalist is interested, you certainly will get an answer.