A 14-step guide to pitching ‘big fish’ reporters

Want to see your client or company in The Wall Street Journal or Businessweek? Follow this advice, and you might score a career-making PR hit.

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Let’s face it, when you send the email announcing positive coverage in The New York Times, The Wall Street Journal or Bloomberg Businessweek (or insert your high-profile publication name here), your stakeholders take notice.

These high-impact hits are the elusive Holy Grail for most PR folks, and are often perpetual “brass rings” for many PR programs. The kicker is that most non-PR stakeholders think these should be easy to secure even though obtaining these hits is hard, time-consuming, and often quite frustrating—especially if the brand you’re pitching is not already well known.

High-profile journalists for well-known publications—from top-tier national business press to top-tier trade journals—are busy. With changes in the publishing world and economic pressures, they are writing more and facing a barrage of communications from PR folks.

The key is getting heard above the din.

Pitching the “big fish” reporters is more art than science. If you’re tasked with securing a high-impact hit or motivated to capture one on your own, here are some tips that may help you along the way:

1. Do your homework.

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