How to get in the news

Add something specific to a story that's already in the news, send it to the journalist who wrote it, and do it consistently. Getting in the news is mostly relevance, timing and persistence, and no one can guarantee it.

What editors actually want

Editors want stories their readers care about. They don't want to promote your business. The easiest way in is to help them cover something they are already covering, with a view, a fact or an example they don't have.

Step 1: Decide what you're an expert on

Pick two or three topics where you have real, firsthand knowledge. Be narrow. A specialist in commercial leasing is more useful to a reporter than a general business expert.

Step 2: Read the news daily

You can't respond to the news if you don't read it. Set aside a few minutes each morning to scan stories on your topics. Note which reporters cover them and what angles they take.

Step 3: Find the gap

Before you pitch, check what has already been said. If ten commentators have made your point, it isn't news. Look for what's missing: a practical consequence, a counterpoint, a local angle or a real example.

Step 4: Choose a format

Step 5: Pitch the right person

Send it to the journalist who wrote the story or covers the beat. Keep it short. Lead with the point, back it with proof and make one small ask. Our guide to pitching a journalist covers the structure in detail.

A quick example

Say you own a small logistics company and a story runs about port delays. Every commentator says delays are bad. You can say something narrower: what delays mean for small importers planning stock for the holiday season, and the two decisions you'd make now. That is specific, timely and from someone who does the work. Send it to the reporter who wrote the piece, the same morning.

What to have ready

• A two-line bio that says what you're an expert on
• One or two facts or examples you can stand behind
• A phone number you'll answer today
• A recent photo, in case they ask

Step 6: Keep going

One pitch rarely lands. What builds coverage is doing it every week. Journalists remember people who were useful, on time and accurate. Replies, even a no, are the start of a relationship.

Build a habit, not a campaign

A weekly rhythm works better than a burst around a launch. Aim for a small number of well-chosen pitches each week. Keep a simple note of who you contacted, what you said and what came back, so you never pitch the same person the same thing twice.

Where founders get stuck

• Waiting for company news before pitching anything
• Sounding like a brochure instead of a person
• Being too broad, so no journalist can place you
• Taking silence personally

Mistakes to avoid

• Pitching your company instead of a story
• Sending the same email to everyone
• Arriving late. A reaction to last week's news is stale.
• Overclaiming. Journalists check.
• Giving up after a few pitches

Do it in 15 minutes a day

EarnedDesk is built for this routine. Each morning it reads the news, picks the stories worth responding to and gives you five ideas with an honest verdict: yes, maybe or not this one. It shows the journalist who wrote each article and helps you draft a pitch. You send it yourself, and the Coverage check helps you see what has run.

It can't promise coverage. Coverage depends on editors saying yes.