In today's media landscape, getting reporter attention requires a blend of logic, art, relevance, timing and reach. In this video series, our media relations team asks some of the world’s leading media professionals for their top tips to turn news stories into editorial coverage.

Looking for more tips to increase the impact of your media relations efforts? Here are our top 32 best practices for pitching reporters in 2020.


Iván Adaime, CEO, ImpreMedia

1. What are some misconceptions people have when pitching the U.S. Hispanic media?

2. What are the most important things to consider when putting a pitch together?

3. Is it important to translate the message to reach the U.S. Hispanic market?


Chris Allen, Director of Editorial Video at Fast Company and Inc. Magazines

1. What are some do's and don'ts of pitching you?

2. When do you prefer to receive sourced content vs. editorially produced content?

3. What video formats do you prefer, and what is the best way to send them to you?

4. Any other tips when making a pitch with video footage?


Josh Axelrod, Sports Producer, Pittsburgh Post-Gazette

1. What are some do's and dont's of pitching you?

2. What type of content do you find most useful for producing your stories?

3. How does a story go from start to finish at your publication?


Joe Franco, Program Manager and Reporter, MeriTalk

1. What are the expectations of content and information for the beat that you cover?

2. What are some do's and dont's of pitching you?

3. What advice would you give to someone starting out in the PR/Communications field?



Anthony Ha, Senior Writer at  TechCrunch and Co-Host of the Original Content Podcast

1. What are some do's and dont's of pitching you?

2. What is a headline of an email pitch that will make you open it?

3. Do exclusives or pre-briefs work better than email blasts in pitching you?

4. What assets should be available when making a pitch to you?

5. When pitched, why do you choose not to write a story?


Amy Hollyfield, Senior Editor for News, Tampa Bay Times

1. What are some do's and dont's of pitching you?

2. What makes a great pitch?

3. What stories are you covering right now?

4. Can you share some examples of non-coronavirus stories that you are currently covering?

5. What has it been like in the newsroom during the pandemic? 


Ryan Jenot, Producer at WFLA, Tampa-St. Petersburg

1. What challenges are you facing in your newsroom during the pandemic?

2. What are some do's and dont's of pitching you?

3. What are some of the misconceptions PR professionals have on how TV newsrooms operate?

4. What would be the best times to pitch a TV station?

5. What kind of stories are you covering right now?


Bernadette Morris, CEO, Black PR Wire

1. What are some common misconceptions people having when pitching to African-American/Black media?

2. What are some do's and dont's of pitching you?

3. What is important regarding the tone, timing and authenticity of the message?


David Nelson, Editor, Kitsap Sun

1. What is something you've learned during the pandemic?

2. What are some misconceptions PR professionals have about how newsrooms operate?




Lynnette Nicholas, Film Critic at Common Sense, Parenting Writer & Book Reviews at

1. What are some do's and dont's of pitching you?

2. What should PR professionals know about pitching to parenting outlets?

3. Is there any specific content right now that is more in demand or successful at parenting outlets?

4. Do you have any recommendations for PR professionals when it comes to sensitive content?

5. As a freelancer, how do you balance writing for multiple publications?

6. How do you measure the success of a published piece?

7. What percentage of ideas do you find organically vs. being pitched to you?


Aly Walansky, Freelance Lifestyle Journalist

1. What have you learned during the COVID-19 pandemic that you didn't know before?

2. What are some of the do's and dont's when pitching you?

3. What are your expectations of PR professionals for providing content and information?

4. How do you balance the needs of all the different publications you're writing for?

5. What are some misconceptions that PR professionals have about freelancers?