How to get your news picked up by journalists

By: Mohit Hira, Jargon Group Dubai

Every business wants to see its name in the press. And getting a news story in front of the right audience can be the difference between a quiet product launch and a headline-grabbing success.  

However, the question is how to make your story stand out, as journalists get swamped with hundreds of pitches every single day. The key is to keep things human: write like a person, pitch with purpose, and remember that media relationships matter more than one-off wins. 

In this blog, I explore key strategies to craft compelling pitches, choose the right media outlets, and build lasting relationships with journalists that lead to consistent coverage.   

Write pitches journalists want to read 

Always remember that journalists are super busy, and you need to grab their attention quickly. Your pitch needs to be clear, concise, and immediately relevant. More importantly, you should focus on writing an effective subject line. Think of it as your headline. It should be specific, intriguing, and tailored to the journalist’s beat. Here are some top tips to avoid lazy PR in your media pitches.

“Company X launches new solution” isn’t going to cut it, but “New AI tool slashes hospital wait times by 20%” just might. It’s crucial to keep pitches concise and ensure the hook is clear in the first two sentences. I always recommend leading with strong data, fresh angles, and expert commentary. Additionally, paste your stories and article outlines into the email rather than attachments, making them easy to skim through. It may also save your email from landing in spam folders.  

Targeting the right publications  

Not every story belongs in TechCrunch or BBC, and that’s okay. Trade titles, specialist blogs, newsletters, and podcasts are often the best homes for detailed B2B news. It’s critical that you do your homework: know what each journalist covers, reference a recent piece they’ve written, and tailor your pitch. Sending a generic blast to 200 reporters might feel efficient, but it rarely works. Instead, targeted pitches to 20 relevant journalists can drive valuable and meaningful results. 

 

Play the long game with relationships 

Media opportunities may not always come from a single pitch; they may come from trust and solid relationships with the press built over a long period of time. Journalists are far more likely to run your story if you’ve been useful to them before. The value lies in understanding how your story can help a journalist rather than only thinking about securing media coverage. That could mean sharing data, giving quick expert quotes, or offering background even when you’re not promoting your own brand.  

Respect their deadlines, don’t chase endlessly, and deliver what you promise. Getting your news picked up isn’t just about having a great story - it’s about telling it well, to the right people, at the right time. Most importantly, always understand not every story is worth pitching – those who understand the difference between a media story and web alert can better develop relevant stories and relationships alike. 

At Jargon Group, our team is committed to consulting clients with relevant recommendations based on extensive experience of our B2B PR experts. Are you looking to tell your story to your target audience? We’d love to hear from you and explore how we can help. Get in touch.