How do you manage time-sensitive pitches when journalists have tight editorial deadlines?

Critical thinking. Being able to quickly internalize the situation and come up with split second solutions is vital in times of crisis. Secondly, be a quick decision maker. Being able to understand the scope of your pitches will help you make good decisions within a limited timeframe. Familiarity plays a huge role.

When managing time-sensitive pitches with tight editorial deadlines, it's all about knowing deadlines and staying organized. I keep a detailed calendar of journalists' editorial schedules and plan my pitches accordingly. It's like being a juggler, but with emails instead of balls. I prioritize the most urgent pitches, craft compelling and concise messages, and follow up promptly. If a journalist needs information ASAP, I make it my top priority, even if it means skipping lunch. Being responsive and proactive ensures I meet their deadlines and build strong relationships.

I stick to the Golden Circle Approach To really nail your pitch, I find Simon Sinek’s Golden Circle model: Why, How, What. Starting with “Why” engages the journalist on a deeper level, “How” provides the context, and “What” gives the specifics. Search for the. “Golden Circle Approach” for more. It’s surprisingly simple and gives the journalist exactly what they need.

Don’t bombard. A simple one line email is sufficient. The subject line has to take into account a journalist might receive hundreds of emails. Be kind and thoughtful “Can I provide you any more information on ……”

There are many reasons why a journalist hasn't responded to your pitch. They could be on deadline to file another story. Or, they could be using your material, but haven't gotten back to you. Or they could be on vacation or out of the office for some reason. So, it's important to remember...they may have intended to follow up even if they haven't yet. For this reason, it's always a good idea to follow up at least once. My rule of thumb has always been to do this within a short period of time. I don't repeat the pitch...instead I just forward the previous email with a new message and I'm brief. "Just following up on the below." If they don't respond, I let it go. There is no point in be annoying. But most of the time I get a response.

If you’ve developed a relationship BEFOREHAND you are more likely to get your email opened. Follow the journalist on social media. Make the journalist your friend before you need to pitch. Earned media is more about the relationship you have before you need to ask the journalist to do something.

Go to events where journalists are likely to be, no matter how boring the subject matter might be to you. Make friends with the journalists, they are human after all. Ask them what they look for and make a note, store it away for the time you need to pitch to them. Value THEIR opinions. Don’t try to be a know it all. Learn from them.