Happy Tuesday and welcome to this week's edition of Truth Be Told. Today I want to share insights about how to approach journalists to land the BIG fish (big fish = big story) and how this compares to pitching investors or customers. As an aside: I'm from Fairbanks, Alaska so this image of the bear grabbing the salmon is near and dear to my heart!
I've also included some great media opportunities below where you will have a chance to reach out to media about your company. I always include these opportunities in my newsletter so make sure to subscribe if you want to get these 2x per month!
Now, on to how to land that big story…
First, approaching a journalist has many similarities to pitching a VC / investor firm or a new customer. So, if you've refined your sales and storytelling skills in other areas of business, you'll have lots to draw upon!
Second, I always remind my clients that when journalists post publicly on LinkedIn, Bluesky, X, or any other social channel about looking for a source, they are likely to receive upwards of 100 responses. Even if you think you're a perfect fit, you'll want to spend time on your pitch to make sure you stand out.
Third, think of the approach you'd take when introducing your company (or yourself to a VC or investor!) For example, see if you have a connection, either business or personal. Did they graduate from the same college? Same major? Did they also grow up in your small town? Are they also passionate about cooking, rock climbing, ultra running, D&D or coding?
From there, a carefully curated email matters– not too long and not too short. Remember: The subject header is everything; without a sharp subject line, the journalist is unlikely to open the email! Consider what might make them want to take action and respond to you, now. (If you were approaching an investor or even a customer prospect, you'd likely create a “right now” action for them to take after reading the email. The same thing applies here! We're looking for a reply.)
I was recently speaking to a New York Times Journalist about how she likes to be approached in the current climate and she reminded me that it's clear when someone has done their research. If it sounds canned, it gets dumped into the garbage can! She also reminded me that personal connection is EVERYTHING. Would you just show up at an investor's office asking for money? Would you reach out to a bunch of investors that were not targeted to your industry?
The same approach is taken when you are architecting a story to a business press journalist. Learn as much as you can about them. What makes them tick? What do they like to write about and what areas are they honing in on? What is the tone they take with their recent stories (controversial? negative? inspirational?) - and so on. Human connection is a must, even if you're just trying to build that relationship through email.
Do you want support with architecting your message and pitching ideas to the media?
Schedule a free diagnostic call and I'd be happy to talk shop. Cultivating relationships with journalists is one of my superpowers. Lately my clients have shared that getting their stories in major news outlets has provided them with investor visibility and new customer leads.
BAM! Now that is a win!
