Most small business owners blast generic emails to hundreds of journalists hoping something sticks. That's not pitching—that's spamming. Journalists hate it, and it doesn't work.
Research journalists who actually cover your industry. Don't pitch your restaurant opening to the tech reporter. Find journalists who write about your industry, local business, or relevant topics. Read their recent articles and understand their beat.
Personalize every pitch. Start with something specific about their recent work: "I loved your article about small business challenges during the holiday season. As a local retailer, I wanted to share some insights that might be helpful for a follow-up piece."
Lead with value, not promotion. Don't pitch your business—pitch your expertise. Instead of "Please write about our new service," try "I noticed you're covering the labor shortage. As a business owner who's hired 15 people this year, I'd love to share what's working for local employers."
Offer multiple story angles. Your business milestone might not be news, but your insights about industry trends could be. Position yourself as a source, not just a subject. "I'm happy to discuss hiring strategies, local business challenges, or industry trends anytime."
Time your pitches strategically. Connect your story to current events, seasons, or news cycles. A tax preparation business pitching in December is timely. The same business pitching in June is irrelevant.
Keep pitches short and scannable. Journalists get hundreds of emails daily. Get to the point quickly: your story angle, why it matters now, and what you can provide (quotes, data, insights).
Follow up professionally but don't be pushy. If you don't hear back in a week, send one polite follow-up. If you still don't hear back, move on. But continue building the relationship by engaging with their content and offering insights when relevant.
Share their articles, comment thoughtfully, and become a familiar name before you pitch again. Think long-term relationship building, not one-off coverage requests.
