How to Pitch a Journalist in the Digital Age

  Outdated PR tactics can do more harm than good. Find out how to pitch reporters in the online landscape.

What is the best way to pitch a journalist in the digital age? I’m David Gerzof Richard, president andfounder of Big Fish PR, and I’ll tell you: it’s not “spray and pray.” That’s the old way of disseminating news. Sending news all over the Internet in mass spam emails will get you nowhere, it will take a lot of time, and it will frustrate journalists to the point where they may even blacklist you.

Find The Right Reporter To Pitch Your Story

The right way to pitch a journalist in the digital age is to first do your research. Use the search tools available to you look at which reporters reporting on… what? You’ll find that you have this great resource called the Internet that will peel back the layers of mystery on who’s writing what stories, and you’ll understand who it is that you want to target. Once you do that, you will understand what the audience is for that reporter. You can prepare pitch a new story that you know strike at the head and the heart of that audience and of that reporter. When is the right fit, there’s a good chance that reporter is he going to say no, or at least they’ll give you 15 seconds of time to point you in the right direction.

Doing PR The Modern Way

So this is the right way to do it: one shot, one kill. Instead of spraying out press releases everywhere, maybe write a press release but don’t put it on a newswire. Send it right to that one reporter and explain really quickly why it’s important to them and to their audience.

About David Richard

David Gerzof Richard is the founder and president of BIGfish Communications, an award-winning public relations agency that works with disruptive innovation and technology brands. Over the past 16 years, David has successfully developed and executed numerous PR, marketing, and social influence campaigns across a broad range of industries. In 2003 David was appointed a professor at Emerson College where he currently teaches a range of marketing and public relations courses. He also lectures regularly at Harvard University and contributes to a variety of national online, print and broadcast business news outlets. David can be found on Twitter @DavidGerzof and on the web at