7 Tips for Pitching the Business Journals

By Angelique Rewers, ABC, APR

Business Journals are published in more than 40 major U.S. cities and metropolitan areas from coast to coast, and with more and more traditional papers shuttering their operations, business leaders are turning to these weekly papers in greater numbers – not only for daily business news, but for in-depth coverage as well.

Here are some tips to keep in mind when pitching these papers:

1. Three words: Recession. Recession. Recession. Even if on the surface your news isn't directly related, try to find a recession-related angle before pitching.

2. Pitch on Thursdays and Fridays. Business Journals are published on Fridays, meaning most reporters are more likely to take your calls or read your e-mail pitches on Thursday and Friday when they aren't on deadline.

3. Plan accordingly. Review your local Journal's editorial calendar and time your pitch accordingly. Most features and special issues have a lead-time of four to eight weeks, although it varies. Contact the editor to be sure.

4. Give reporters access to senior management. The papers' editors and reporters (not to mention their audience) want to hear from middle and senior management – not the PR person. Make leadership accessibility a part of your pitch.

5. Know your audience. It's important to get to know the reporters who cover your space. Sign up for the daily e-mail alerts. Read their columns. And follow them on Twitter.

6. Optimize your pitch for online. With each paper's website updated an average of 10 to 12 times per day, the Business Journals are just as much online publications as they are print publications. Be sure to offer photos, video and other visual aids that will appeal to an online audience.

7. Respect their time. Newsrooms today are under more pressure than ever. Be sure to follow the PR 101 rules. Don't pitch off topic stories to the wrong reporters. Return calls and emails promptly. And don't pitch the same story to every reporter at the paper.

Copyright © Bon Mot Communications LLC 2009

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