Media Pitching Tips from Top Business Magazines

March 28, 2011
by Nikelle Feimster, Media Relations Specialist, Business Wire/NY
NIkelle Feimster

Nikelle Feimster

The Publicity Club of New York (PCNY) recently held a business media briefing at 3 West Club in New York City. The event, moderated by Peter Himler, Founder and Principal of Flatiron Communications LL, included a panel of guests from top business magazines. The speakers were: Michael Santoli, Senior Editor & “Streetwise” Columnist, Barron’s; Jeff Chu, Articles Editor, Fast Company; Steve Bertoni, Reporter, Forbes; Nadine Heintz, Senior Editor, Inc. Magazine; Russell Pearlman, Senior Markets Editor, SmartMoney Magazine.

Here are a few techniques offered by the panelists on how PR professionals can increase their chances of getting media coverage:

 Make your pitch challenging. According to Steve Bertoni, Forbes is always known as the “drama critics of capitalism”. He said that for the magazine, stories need to have challenge or conflict so be sure there is drama or a lesson in your pitch.

Take time to build relationships. Russell Pearlman of SmartMoney Magazine advised PR pros to invest in long term relationships with journalists. He is willing to contact companies for information, but only after he has developed a relationship with them first. It’s also helpful to provide him with a client list that explains what each client can talk about.

Make sure your pitch fits the publication. According to Nadine Heintz of Inc. Magazine, you should know and read the magazine. “Show that you understand it and how your story would be a good fit,” she said.  When pitching Fast Company, Jeff Chu said to check out the magazine issue covering the world’s most fifty innovative companies to get a good sense of the companies they cover.

 Small companies, small industry you can still get big coverage. Inc. Magazine only covers privately held companies. Heintz will focus on how people start their own business and what makes them successful. Also, Barron’s writers are not bound by a beat assignment so “everything is pretty much fair game,” said Michael Santoli.

The panelists provided additional tips for pitching, like:

  • Don’t continue to call without leaving a voice message.
  • Spell the writer’s name correctly.
  • Stay away from jargon.
  • Put the news in the headline and subhead of the email.

PCNY has monthly “Meet the Media” luncheons that include a panel of guests from leading print, broadcast and online news organizations. For more information on upcoming events, visit http://www.publicityclub.org.


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