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Rormix Startup Diary: Useful tips for pitching to journalists

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by Startacus Admin

#discover: Useful tips for pitching to journalist

Pre-Christmas the Rormix Startup Diary focused on getting media coverage and to link in nicely, Agi, PR and marketing team member of Rormix return with her latest and last startup diary post with some useful tips for pitching to journalists...

"Hey guys,

I’m back for my final blog post and I thought I’d share what we learnt from an editor-in-chief at a conference a few months back.pitching to journalists

First of all, it’s important to know that all journalists have personal preferences when it comes to being pitched to – what works for one, doesn’t necessarily work for the other one.

If you’re lucky enough to attend talks and conferences where your ‘target’ journalists speak – and I think this goes without saying – make the best of that opportunity. A lot of your questions might be answered during the talk, but if not, you can always ask them afterwards. Walking up to them and making a 30 seconds introduction might also be a good idea to make a longer-lasting impression – helps with follow-up emails, too.

Researching your target publication and journalist is also key – but make sure to leave their personal Twitter, etc alone. Also, sending an email and calling the journalist immediately afterwords to check they’d received it is a big no no.

The perfect pitch is short and to the point. You probably want to include a time frame for launch/update so the journalist knows how to plan their features. Be careful when you offer exclusives, as nobody likes being second – and a quick Google search easily gives you away –, but this doesn’t mean you should keep your previous features a secret.

Once again, personal preferences will determine what the journalist likes for a subject line. A safe choice is writing your company name and what you do in 5 words, but if you have a chance to ask the journalist directly what they prefer that will probably help get your foot in the door.

Putting a press page and linking it to your website is a nice touch, that way you don’t have to email big attachments when you’re pitching to journalists. Make sure to include an HD logo they can download, your contact details, some basic details about your company, and do a separate section for the press coverage you’ve received so far.

Most importantly, make sure to come up with a killer news angle, and provide an interesting story whenever you pitch. Keep your brand and public image consistent and unique so you stand out from the crowd.

That’s all, I hope you’ve enjoyed my weekly blog posts and you’ve learned something useful from my constant blabbing.

Best of luck to all of you and if you ever want to give us some feedback or want to get in touch otherwise, feel free to do so.

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"Cheers Agi and we wish you and all the Rormix team all the best for 2014!" If like Rormix you want to share your startup diary on Startacus give us a shout at to chat."

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Published on: 6th January 2014

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