Should you comment on this news story?

How to decide

Run every story through four questions before you write a word. Is it about your field? Do you know something firsthand that the coverage lacks? Is anyone hurt by it? Can you respond today or tomorrow? The tool above asks the same four, in that order, because each one can rule a story out on its own.

A Comment verdict means the story is yours to work with. Write your angle in two or three sentences, find the journalist who wrote the story and pitch them directly, from your own email. Comment with care means there is a way in, but it is narrow: name the connection to your work in one sentence, back it with one fact or example, and leave out any sales message.

When to skip

Skip when you have to stretch to make the link. Editors can tell when a business is using the news to talk about itself, and a forced pitch costs you more than silence.

Skip when someone has already made your point. A journalist who has quoted three people saying the same thing doesn't need a fourth.

Skip when the story is about people being hurt and you aren't directly relevant. If you are, lead with what helps readers and keep the tone plain.

Skip when the story has moved on. A reply a week later reads as out of date, so wait for the next one in your field.

After a yes

Speed matters, but so does accuracy. Check your facts, then follow our guide on how to pitch a journalist. For more on timing and tone, read Newsjacking: how to do it well.

Common questions