5 Tips when pitching to a journalist by Lucas H. Weldeghebrie att www.shifter.no

1. 5 tips when pitching to a
journalist

2. 1. Yes, it is a pitch
• What’s in it for our readers?
• Not what’s in it for you.
• Imagine we would write the exact same story, but with a different
company. Would you share it on facebook?

3. 2. Be short, concise, interesting and don’t
oversell
• What is your main point?
• Don’t hide it in an attachment
• Don’t start with a phonecall. Write an email with example quotes.
• We can sniff your selling from afar. Be elegant. «By på deg selv.»

4. 3. Get into our shoes!
• What other stuff do we publish?
• What do you see as our target group?
• What do people like, share and comment on our facebook page?

5. 4. People aren’t interested in you!
• Why should we listen to you?
• What value can you provide?
• Focus on a problem, a subject, not yourself, unless you have real
news.

6. 5. We love news!
• Got an investment?
• Did you invest in someone?
• Did you land a huge deal?
• Do you have unpublished research that’s interesting?
• Do you offer an interesting perspective on big issues?

7. 6. Be smart
• During OIW our mailboxes are flooded
• You can get through, but chances are greater in «quiet» periods
• Get in touch when you have nothing to sell. Give us feedback on our
work. Both positive and constructive. Start a dialouge.