Pitch Like A Journalist

The best ways to approach the media

“So how can I pitch you?”

This is a constant question to journalists at cocktail parties and conferences.

Many leaders dream of being featured in the Wall Street Journal or Forbes, their business highlighted as visionary and disruptive. That makes sense: the seal of approval from one of these publications can validate — and accelerate — success, especially for startups.

The truth is, getting featured, or even mentioned, is not that simple. It’s rare that a press release alone has grabbed the attention of any reporter. For climate businesses, it can be even harder to get effective coverage.

I’ve worked in newsrooms for nearly 15 years, from legacy organizations to scrappy digital startups. In all of them, there are a few commonalities when it comes to receiving pitches, working with subject matter experts, and deciding what stories to cover.

Rather than relying solely on press releases to major publications, climate businesses should consider multiple pathways:

• building relationships as reliable sources

• sharing technical expertise

• publishing thought pieces,

• and engaging with alternative media platforms where younger audiences increasingly get their news.

In this edition of Tell The Future, we’ll walk through the state of the media industry, how to view your pitch through the eyes of a journalist, and better ways to earn the coverage you want.