You need a strategy before you hit ‘send’ on that powerful PR pitch. Have you researched the journalist’s latest stories? Do you understand the journalist’s beat or their role within the publication?
Communication professionals leave a better impression when they know more about the person they're pitching. Familiarizing yourself with the structure of a newsroom and its organizational roles within a publication enables you to tailor your outreach more effectively with the information a journalist is interested in.
Whether you're seeking to learn or simply need a refresher course, we took a deep dive into the five forms of journalism.
1. Investigative
Investigative journalism centers on uncovering the truth behind news stories. These reporters focus on stories that impact a large number of people, either locally, nationally, or globally. They often cover profound subjects like serious crimes, racial injustice, political corruption, or corporate wrongdoing. Crafting these narratives can take them a considerable time as investigative journalists may hold numerous interviews with secret or open sources and conduct independent research or surveys to build out their stories.
Investigative journalists live up to their name – they investigate and ask questions on matters that remain unanswered and bring to light issues that have intentionally or inadvertently stayed hidden from the public eye. Their goal is to unearth information that they believe audiences deserve to know, so when pitching investigative journalists, ensure your pitch is data-focused, has an expert source, or is founded on factual storytelling.
Investigative journalist coverage example: How the Journal Investigated Hidden Lead Cables Circling the U.S. | WSJ
2. Opinion
Opinion journalists specialize in writing stories that offer their viewpoints and perspectives on various issues. Unlike columnists, who may cover a broad range of topics, opinion journalists focus their narratives on specific issues or themes. As opinion writers selectively gather facts and evidence to support their arguments or perspectives, their primary objective is to stimulate discussion on one side of an issue and present their viewpoints.
To discern whether an article is an opinion piece, watch for first-person statements like “I believe” or “I think.” If you’re interested in pitching an op-ed or contributing content to a publication's opinion section, plan on sharing a first-person perspective and offer an opinion on a relevant topic aimed at the publication's target audience.
Opinion journalist coverage example: Opinion: No one does capitalism like Taylor Swift | CNN
3. Feature Writing
Feature writing revolves around narrative stories and longer-form content. As this form of journalism is both literary and critically acclaimed, you may have encountered some journalists honored with a Pulitzer Prize for their “distinguished feature writing.” Feature writers tackle trending topics and relevant issues while aiming to captivate an audience's emotions. It involves less objective writing than straightforward news reporting and adopts a more entertaining tone rather than a strictly informative one.
Feature writing is also primarily human-centric, meaning the article often revolves around people and their stories. Whether profiling individuals or companies, exploring human experiences, or highlighting unique perspectives, feature writers strongly emphasize the human element. When pitching feature writers, focus on the “Who, What, When, and How.” These details prove invaluable in succinctly communicating the essence of your pitch while making it clear why the story would be relevant and intriguing to a feature writer's interests.
Feature writer coverage example: The Death of an Indispensable Person | The Atlantic
4. Columns
Column pieces primarily center on the journalist's commentary and perspective on various topics. What sets a columnist apart from an opinion writer? The distinction lies in the presentation of news. We’ve uncovered that an investigative reporter prioritizes fairness and accuracy in their coverage, while an opinion writer pushes an opinion toward one side of a discussion. A columnist will create stories with a mix of reporting, storytelling, and commentary addressing current events, culture, lifestyle, and personal experiences.
If you’ve got your eye on a columnist to pitch, personalize your pitch by considering their previous articles, writing tone, and perspectives. This ensures that the information you share aligns with their style and helps them start their more in-depth exploration of the topic. Remember, columnists shape stories based on their perspectives. Craft an engaging, specific, and concise pitch to provide valuable material for their unique storytelling approach.
Columnist coverage example: The U.S. Is Reaping the Benefits of Low Unemployment | The New Yorker
5. Reviews
Review journalists specialize in reviewing products, media, or services, spanning categories such as health and wellness, technology, movies, or books. While they may receive samples or products for testing, review journalists are not influencer reviewers and are not obligated to write a story. Their articles are crafted based on their personal experiences or preferences, providing readers with detailed insight into what they liked/what worked vs. what they didn’t like/didn’t work. Review journalists may compare similar products, such as “top 20 products for newlyweds,” or they may thoroughly test and review individual items. Their ultimate goal is to assist their audience in making informed decisions about how to spend their time and money.
Before pitching a review journalist, it’s crucial to research their coverage focus. Tailor your pitch to align with their expertise and interests. Avoid sending pitches that don’t match their beat, such as pitching beauty products to a computer and technology review journalist. Or, if they only cover entertainment and movies, they might not be interested in reviewing physical products. If you’re pitching a consumer product, don’t position it as something it is not. Be transparent and honest in your communication with the journalist. Accurately describe the product or service and convey its use and value to their audience.
Review journalist coverage example: 25 best gifts for pets (and their parents) | Mashable
Having explored the diverse branches of journalism, from investigative, opinion, feature writing, columns, and reviews, it’s clear that not all journalists are the same. Now that you know the five forms of journalism, what’s next?
Consider how you can stay informed about journalists' coverage, engage with them on social media and at events, and refine your pitching techniques and media contact lists.
Pitching the media is a strategic process, but elevate your efforts and make 2024 the year of securing more coverage.
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Building authentic connections with journalists helps you understand how they prefer to be pitched — so you can secure your next team win. Podcasts like Coffee with a Journalist give you exclusive intel into hundreds of journalists and their top tips for PR professionals to land stories.
If you're looking for tools for guiding your outreach and follow-up strategy, tap into our arsenal of tools to make pitching the easiest part of your job. Create a profile and try it out for free today!
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