Columnists have a special role in journalism. They shape public opinion by sparking thought-provoking conversations on current events, social issues, or cultural trends. Columnists focus on specific topics and mix opinion with information to give readers unique insights that might not be covered in standard news reporting.
By understanding the goal of a columnist and aligning your pitch with their interests and needs, you’ll be better equipped to turn your pitched insights into published content. Whether you’re an aspiring writer or a seasoned journalist looking to refine your approach, these tips and strategies will help you confidently navigate pitching columnists!
Columnists often work on tight schedules to keep up with the 24-hour news cycle, so you need to think strategically when sharing your pitch with columnists. Stay updated on breaking news and proactively make yourself, your expert, or your insights readily available. It’s all about efficiency for columnists, so be direct in what you’re offering! If you’ve done your research, the columnist will appreciate you working with them in a timely manner.
Earlier this summer, we spoke with Anthony L. Fisher, senior opinion editor and a columnist for The Daily Beast, on the Coffee with a Journalist podcast about how columnists offer a ‘cold take’ on ‘hot news.’
[00:12:49] ALF: There always is some space for that. But really, takes that are tied to the 24- hour news cycle are our bread and butter. For example, four hours ago, the Arizona Supreme Court reinstituted an abortion ban. I've already published a column on that. That's the kind of stuff. That's the quickest way to yes if you've got a take.
[00:13:07] BB: Hot take, that's super-hot.
[00:13:10] ALF: Not a hot take. The news is hot. A hot take is that the connotation of that is generally controversial for its own sake.
[00:13:16] BB: Oh, okay. You don't want that.
[00:13:17] ALF: Yes. Cold take, cold takes about hot news.
[00:13:20] BB: Cold take about hot – okay, perfect, perfect. That leads me to what is, if there are any, sources you want to hear from.
[00:13:28] ALF: If Ukraine or Gaza or something like that is happening and your client is an expert or a professor or has written a book or is on the ground there or something. Yes. Now, you're talking to me.
Some publications or columnists have specific guidelines for submissions. Think about this as you craft your pitch. Given the nature of columns, some guidelines request non-promotional or non-commercial insight that does not promote a company or its products or services.
Check out editorial calendars for details on upcoming topics. If your submission aligns with the planned content, it could improve your chances of a columnist featuring your expert commentary.
Always provide context and include details on why the topic is important. Make your pitch timely and engaging by including supporting studies, polls, market research reports, or relevant data.
Many columnists are considered experts in their fields (such as politics, economics, or technology). They seek to leverage their knowledge, experience, and informed opinions in their content to bring attention to issues that might otherwise be overlooked.
It’s no surprise that we recommend researching the columnist and their work! No journalist wants to receive a pitch that is clearly not for them. It can leave the wrong impression if a PR pro reaches out to those who do not cover the specifics laid out in the pitch.
Aria Deshe, Founder & CEO at ADPR Inc., outlines these key questions to keep in mind:
By understanding these four areas, you can tailor your pitch to align with the columnist's established voice and areas of interest.
It’s also possible that columnists do not want to receive or accept pitches. What can you do instead? We’ve heard from a specific columnist at The Wall Street Journal that they would rather build relationships with publicists when they need commentary on any given topic. In this case, the columnist can reach out to a source they know rather than receiving cold pitches that might not be relevant.
Similarly, Anthony L. Fisher prefers to have known sources to contact when needed.
[00:15:44] ALF: For instance, if news broke at night, I would be – a big story that I know we need commentary on, I would immediately, no matter what time of night it was, email or text some of my writers on those topics to see, one, if they've got a take and, two, if they can write fast.
[00:15:59] BB: Oh, wow. If the time then calls, you're like, “Okay, let me text out my people and get them going.”
[00:16:06] ALF: Yes. It could be 11 o'clock in New York, but maybe I have a West Coast writer who doesn't mind writing a few hours and can get me something in the middle of the night and either work 24-hour operation. Maybe another editor grabs it. Maybe I grab it in the morning.
Columnists are typically addressing controversial or complex issues. They use their platform to thoroughly debate a topic, which can stimulate discussion and challenge existing viewpoints. As a result, some columnists from various publications are open-minded to dialogue that contributes to the discussion in a meaningful way.
In 2022, The New York Times shared an interactive piece highlighting this thinking.
“We still hold on to the idea that good-faith intellectual debate is possible, that we should all be able to rethink our positions on issues, from the most serious to the most trivial.”
Additionally, Inc.’s ‘Columnists Code of Ethics’ showcases that columnists consider various aspects when sharing their experiences or perspectives from remaining credible to erring on the side of transparency.
When pitching columnists, present balanced content that provides valuable information for them to weave into their story. To increase the likelihood of capturing a columnist’s interest, remember that you want to help support their mission in fostering informed and engaging debates.
For additional tips on effectively engaging with and pitching the right journalists, be sure to visit our blog each week!
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Are you a PR professional or journalist eager to contribute a tip? Reach out to info@onepitch.co! Currently looking to hear from the community on pitching feature writers.
We look forward to hearing from you!
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