No, it's not just you...
Pitching is hard at the moment - here's what we can do about it
I hesitated as to whether to write about this... As this newsletter is all about how to pitch successfully to the media, it feels awkward to admit that some of my pitches are not always landing like they used to.
But in recent months I’ve experienced unexpected “no”s from editors in response to pitches which previously would have been a sure-fire “yes” - and I know I am not the only one.
At the same time, I’m really conscious that as a journalist I’m turning down far more pitches from PRs and individuals than usual. In recent months, I’ve also been unusually slow to reply to pitches - and have had to ignore more emails than I’d like.
There are good reasons for all of this.
And I think it’s really important to be open about it. Partly because literally no one has success 100 per cent of the time, and partly because we all need to have a hard look at what’s changing, why pitching strategies which have worked well for years might no longer be as successful as they once were - and what we can do about that.
I certainly don’t have all the answers, but here are my thoughts on why there are so many barriers to successful media pitching at the moment - and what we can do to overcome them:
Trending topics are being prioritised
News publications have always struck a balance between publishing stories which start conversations and those which reflect what the public is already talking about. But increasingly, I’ve noticed that several mainstream publications are focusing more on covering topics which are already trending on social media and are less concerned about breaking exclusives which trigger new discussions. It makes sense, as they’re trying to catch the attention of readers engaging with existing content online. (Even if it is a bit depressing that originality doesn’t seem to be as valued as it was.)
So, I have seen lots of pitch callouts from editors recently looking for stories in reaction to celebrity and policy announcements - particularly first-person case studies - but I’ve found it has become harder to place very similar stories which don’t have an immediate news hook.
What can we do about it?
While it definitely feels harder to secure coverage for fresh, original stories than it used to, on the positive side, it should be easier to place stories linked to something being discussed on social media and/or by celebrities, politicians, etc.
Unless the story is the world’s most astonishing case study, I’m finding the best strategy is to wait for the right news hook before pitching case study-led stories. The hook can be anything from a viral social media post, to a policy announcement, some new research or official statistics. But when you spot a hook, get in there fast - these pieces are often commissioned with a very short turnaround time of just a few hours, so if you wait too long, you’ll miss the opportunity.
We’re all too busy reacting
When editors are under pressure to commission pieces at short notice in reaction to trends, announcements or events, they have less time to work on anything longer-term or evergreen.
And for journalists (including freelancers like me), the pressure to pitch stories linked to fast-moving trending topics - and write these to tight deadlines - means we’re also fire-fighting a lot of the time.
Add to that the expectation for today’s newsrooms to find new income streams and create additional content for social media, newsletters, podcasts, etc (and all of these pressures apply to individual journalists - myself included - too). It all means journalists have more to do in each day than ever before, just as staff numbers are being cut.
For journalists, there’s simply less time in the day to do everything else, including tasks as simple as reading and replying to pitch emails - let alone working on these stories.
What can we do about it?
The single greatest thing you can do to ensure your pitch is accepted is to ensure it makes a busy journalist’s life as easy as possible.
That means more than just ensuring it’s concise, clear and tailored to the section of the publication they write for, it’s thinking about what they’ll need to get this story ready to published:
Have hi-res images ready and available to use.
Line up independent experts who are ready for interview.
Make sure your case studies are ready and willing to be featured (and send pictures with your pitch).
Get some sample graphics made up so their graphics team can replicate the information (or just use yours).
Think about extras - is there relevant video you can supply? Will your expert speak on a podcast or radio show?
Use this checklist to make sure you have ticked every box for a perfect pitch.
By thinking of all these things so the journalist doesn’t have to, you can dramatically reduce the number of potential hurdles which could prevent your idea from getting to publication stage.
And if you get a “yes” but find nothing ever gets published, follow this guide to what to do next.
News is becoming more international
Traditionally, the London-based British media has been incredibly inward-focused. I’ve had many situations in the past where I’ve had case studies rejected because they were Scottish or Irish, and therefore apparently not representative of the majority English readership…
But things are dramatically changing on this front as news publications increasingly look to attract international readers and subscribers online. And we are also undoubtably living in an era where international news is dominating headlines, because decisions being made overseas are affecting us all.
So now, at the Guardian, for example, journalists are now expected to write articles with a broader, international audience in mind, instead of a sole UK focus. And even The New European has just rebranded as The New World, to reflect its wider outlook.
It means very UK-focused news - which has always been a fundamental pillar of the British media coverage - is now less of a priority at some publications. And when overstretched newsrooms are focusing more resources on covering fast-moving international news, they cannot realistically keep covering home news as thoroughly before.
This all means that you might have a story which is perfectly tailored to a publication’s traditional readership but find it now isn’t getting picked up because that publication isn’t actually focused on appealing to its core readers right now - it’s trying to lure in new ones from abroad.
What can we do about it?
It’s hard to keep track of exactly what publications want at the moment but the best way to do so is to keep reading and monitoring what they’re covering closely - and adapt to match. It’s not enough to assume that just because X publication has always targeted a certain audience, that those stories are still being prioritised.
For example, if your target publication is suddenly featuring lots of international case studies, then offer those with a strong story. Or if it seems to be focused on certain topics or themes, can you find a hook which links your story to these? If the headlines are now following a new format, can you pitch one to match?
Of course, not every publication has changed and some are focused more on their core readers than ever. But the key is to keep watching closely - so that if the focus of your target publication does change, you can tailor your pitch accordingly.
Cuts, mergers and changes are causing chaos
Last week, Business Insider announced it was cutting 21 per cent of its staff. It’s the latest in rounds of editorial staff cuts which have affected publications from Daily Mail Group and Reach PLC publications, to the Press Association, ITV and the BBC.
With so many staff leaving their posts and/or changing roles, it can be really difficult to keep on top of who you should be pitching to. And when staff are dealing with the looming threat of redundancy, commissioning stories for the future is not exactly high on their priority lists.
For freelance journalists, redundancy rounds can be both bad and good news. They mean you lose editor contacts - and are often accompanied by cuts to commissioning budgets. But on the other hand, I’ve seen many cases where editors quickly realise they cannot produce the same quality and volume of content with fewer staff, so call out for freelancers to help.
As well as making cuts, the way many newsrooms are operating is changing. Online and print news desks are merging - if they haven’t already - which can create confusion over who is responsible for commissioning, as well as confusion over what type of stories are needed (as often the print and online audiences have different demographics).
And the definition of what staff journalists are expected to do keeps changing. At one publication I write for regularly, the rules as to whether or not editors want staff news journalists to produce exclusives, how many they’re meant to produce and the type of article they are looking for has changed a good five times in the last two years. Trying to keep up is exhausting.
What can we do about it?
All of the advice above applies here: keep a close watch on what publications are publishing, find news hooks and aim to make life as easy as possible for the journalists and editors you’re pitching to.
But on top of that, I think there are two things all of us who are navigating the Wild West of media pitching can do right now:
Cut ourselves some slack. It’s a turbulent time for everyone working in and around the media industry. It can be such an incredibly rewarding job but at times it’s also a real slog. It’s worth remembering that for every incredible article you see published, there are failures you don’t see. Believe me - everyone is in the same boat right now, however glorious their LinkedIn account looks.
Persevere. Without wanting to sound like an Instagram motivational post, it preserves your sanity if you accept that there are always highs and lows in this industry. And if you keep trying, eventually you will break through.
In a decade of freelancing, every time one of my key commissioning editors has left their role, I’ve always despaired about how on earth I would cope. But it’s always ended up opening the door to something new and exciting - including starting this newsletter.
Don’t give up! Use these Get Featured guides to hone your pitches and maximise your chance of success:
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