How to pitch to a broadsheet

And why you might need to tweak your strategy to get featured

There are some publications which, let’s be honest, it looks quite impressive to be featured in.

As a freelance journalist, I write for - and pitch to - a wide range of publications but I often get PR pitches asking me specifically if I can get a concept covered by a broadsheet like The Times, The Sunday Times or The Telegraph. And, although strictly speaking not they’re not officially broadsheets, I’d also class the Guardian and Observer in the same category - that is: “publications where if you get featured then at least someone will say: ‘Ooh, get you’.”.

If you’re trying to raise the profile of a brand or expert, then getting featured in the broadsheets gives a kudos that’s pretty hard to find elsewhere. Sure you can go viral on social media, but nothing boosts your credibility like being able to state: “As featured in [X prestigious publication]”.

And if you’re pitching as a journalist, getting published in broadsheets is great for boosting your profile: I’ve been offered some great exclusives and corporate work directly from having bylines in publications like The Times. (Although broadsheets are typically not so great in terms of freelance pay, but that’s another issue!).

Photo by Roman Kraft on Unsplash

When it comes to the basics, pitching to the broadsheets is no different from pitching to any other publication. You need to make sure you have an idea tailored to their readers, and pitch it clearly and concisely to the right person. (There’s lots of info on how to do this in the Get Featured advice archive - but this guide is a good place to start.)

But there are some ways in which broadsheets are different - and it’s useful to know these when preparing your pitch. Here’s what I bear in mind when pitching: