A producer at an ABC affiliate in upstate New York occupies a different niche in the media ecosphere from that of a London-based editor at Reuters News. But when it comes to pitching reporters, their advice is similar.

Journalists are swamped. Their inboxes are overflowing. They don’t have time for off-topic pitches or information-choked emails. Cut to the chase.

“Just tell me what you want,” says Larissa Hall, digital content manager at 13WHAM in upstate New York. “‘I want this guest on your morning show. I want this big opening covered. I want you to send cameras to this place at this time.’”

Adds Mark Jones, the London-based Reuters global communities editor: “The thing that really gets journalists’ goat is the kind of unsolicited and irrelevant media release plugging up their inbox. ... You can see from Twitter what [journalists] are interested in. It takes a few seconds. It allows you the option to focus your distribution list on people who are most likely to run with the story.”

It can be a humbling experience to promote a story angle you know is great but can’t get reporters to look at. It gives you a leg up if you act like a pro.

 Here’s how to reach out to media outlets, interact with journalists, and ace that interview.

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