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Tips for finding the right journalist for your story

Best practices for successful media outreach

Finding the perfect journalist for your story is crucial for successful media coverage. These proven strategies will help you identify reporters who are most likely to be interested in your news and respond to your pitches.

Key Principle:

Quality over quantity. It's better to send 5 highly targeted pitches than 50 generic ones. Focus on journalists who genuinely cover your industry and would find your story newsworthy.

1. Research Their Recent Coverage

Before reaching out to any journalist, spend time understanding what they've been writing about recently:

What to Look For:

  • • Articles published in the last 3-6 months
  • • Recurring themes and topics they cover
  • • Types of companies they write about (stage, size, industry)
  • • Their writing style and angle preferences
  • • How often they publish new content

Pro Tip: Use HeyJared's journalist profiles to quickly see recent articles and coverage patterns.Learn how our search algorithm works

2. Match Your Story to Their Beat

Different journalists have different specializations. Here's how to find the right match:

Tech Beats to Consider

  • • Enterprise software
  • • Consumer apps
  • • AI and machine learning
  • • Fintech and payments
  • • E-commerce and retail tech
  • • Health tech and biotech
  • • Climate and clean tech

Story Angles to Match

  • • Funding announcements
  • • Product launches
  • • Industry analysis
  • • Executive appointments
  • • Market trends
  • • Company milestones
  • • Thought leadership

3. Consider Publication Tiers and Audiences

Different publications serve different purposes in your PR strategy:

Tier 1: Major Publications

Examples: TechCrunch, The Wall Street Journal, The New York Times, Forbes

Best for: Major funding rounds, significant product launches, industry-changing news

Tier 2: Industry Publications

Examples: VentureBeat, Ars Technica, Fast Company, Inc.

Best for: Product updates, executive hires, industry insights, thought leadership

Tier 3: Niche and Trade Publications

Examples: Industry-specific blogs, trade magazines, specialized newsletters

Best for: Detailed product coverage, expert commentary, niche market analysis

4. Timing and Newsworthiness

Timing Considerations

  • • Look for journalists who recently covered similar topics
  • • Avoid reaching out during major industry events unless your news relates
  • • Consider publication schedules (daily vs. weekly vs. monthly)
  • • Factor in time zones for international publications

5. Quality Indicators to Look For

Good Signs

  • • Regular publishing schedule
  • • Engaged social media presence
  • • Recent coverage in your industry
  • • Diverse source quotes in articles
  • • Detailed, well-researched pieces
  • • Clear contact information available

Red Flags

  • • No recent articles (3+ months)
  • • Only writes promotional content
  • • Difficult to find contact information
  • • Covers unrelated industries
  • • Posts primarily aggregated content
  • • Poor grammar or writing quality

6. Building Your Target List

Create a strategic approach to journalist outreach:

  1. 1
    Start with 5-10 top targets: Focus on journalists who are perfect matches for your story
  2. 2
    Add 10-15 secondary targets: Good matches who might be interested
  3. 3
    Personalize each outreach: Reference their recent work and explain why your story fits their beat
  4. 4
    Track your outreach: Monitor responses and adjust your approach based on feedback

7. Using HeyJared's Smart Features

Leverage Our AI Tools:

  • Match Scoring: Use our relevance scores to prioritize your outreach list
  • Recent Articles: Review journalists' latest work to understand current interests
  • Contact Verification: Access verified email addresses and social profiles
  • Publication Insights: Understand each outlet's audience and focus areas

Common Mistakes to Avoid

Spray-and-pray approach: Sending the same pitch to dozens of journalists without personalization
Ignoring publication guidelines: Not following submission guidelines or preferred contact methods
Poor timing: Pitching irrelevant news or contacting journalists at bad times
Not following up: Giving up after one email or following up too aggressively

Ready to Start Pitching?

Now that you know how to find the right journalists, learn how to craft pitches that get results:

How to write your first pitch in under 5 minutesHow reporter search worksWhy some reporters don't appear in search results