April 2025
One answer is to quite simply: observe and join in. For those of us working with clients who operate in a globalised market; the big issues of the day are just as much ours to capitalise on as they are the rest of the world’s - the trick is to make our message relevant. Many in our sector like to call this newsjacking, for us - it’s just doing our jobs properly. Getting this right however is an art unto itself that requires being relevant and good timing.
Keeping a close eye on not only what the news is saying but also where the legislative and policy agendas are going is paramount to being successful in ensuring our messages are relevant. Simply just replying to the hot story of the day will never be enough and may even alienate you from a key target (some may even view it as bandwagoning). The assignment is in the most blunt of terms: convincing media targets that your client is the best person to be talking to about a specific topic at this moment in time.
With this in mind, we need to know our target. Some journalists, more than others, have particular interests in certain areas so getting to know what these are - whether it's through direct contact or having a proper snoop across the web - will pay dividends.
For example, if you’re pitching for a client who works in helping businesses cut their carbon footprint; we don’t want to speak to just any climate journalist - we want someone who knows the area well and can grasp the complexities of the topic. Although, this is a two-way street. If we’re going to pitch to a journalist like this, we need to ensure our message is air tight and all the facts are in line - or else a bridge can be burned. Relationships can thrive or die in these moments.
However, with all the knowledge and connections in the world, if the time isn’t right then our efforts are likely to be in vain. Keeping an eye on government announcements, key dates in the calendar such as Earth Day or conferences such as COP or the Global Water Summit; will provide ample opportunity for our voices to get picked up.
There’s little point in journalists writing about how one business could cut the nation’s heating bills if there’s a heatwave on and it’s the middle of July after all. Getting ahead of the curve and pitching clients in before and during the time where these stories are relevant, will give journalists the chance to mull over what we’re pitching and plenty of time to get an interview or background chat in. If we’re looking to speak about COP 30 and leave this until our target journalist is already in Belem - we might be a little late.
Let’s be honest - it won’t always land. Just like our clients are competing in the market for business, we’re locked in our own daily contest to get them the coverage they deserve. That’s why it’s crucial to perfect the message, make sure the journalist knows it’s tailored specifically for them, and get the timing just right. Done well, this approach sets us apart from the trigger happy tactics of others blindly firing off generic pitches to crowded inboxes.
