Forbes magazine is one of the most trusted sources for businesspeople and executives. The magazine is well known for its lists of the world’s richest individuals.
Forbes magazine is edited for business management professionals and for those aspiring to a position of corporate leadership in business. The magazine covers information about successful companies and individuals, industries, marketing, law, taxes, technology, computers, communications, investments and management performance. People who read Forbes want to stay on top of today’s business news and are interested in wealth. Angle your pitch so that the undercurrent of your pitch would be “how to get or stay wealthy.” Forbes accepts pitches by email only and prefers 24 hours before you follow up.
Forbes receives thousands of pitches every day, but only a handful of them get journalists’ attention. How do you get your pitch singled out? How do you successfully pitch to Forbes?
1. Choose the right person to pitch and address him by name. Make sure that he’s the right fit for your story – your material should be applicable to what he writes about.
2. Read the journalist’s prior articles. Forbes journalists want you to look at the stories they choose to feature at the top of their pages. The ones that are their most-read are a good indication of what they actually like to write about.
3. Look at your story through the reporter’s eyes. Think about how your piece will be of interest to the reader. Let the writer know where and how your idea may fit.
4. Pitch your story, not your company. However, don’t forget to include a link to the company you represent.
5. Pitch through email first. Given the amount of pitches they get, Forbes journalists prefer that you give them at least three days before you follow up with another email or call.
6. Respect the journalist’s right to pick up or ignore your story. She won’t appreciate multiple follow-up calls and nagging about whether she’s going to run your story.
7. Do not send the same pitch from several people. Journalists get annoyed and confused about whom they should contact and don’t want to read the same material over and over again.
8. Be honest, transparent and get straight to the point. Let the reporter know what it is you want and why you think yours is a good idea.
9. Use Twitter to get a better idea of the most recent story the journalist wrote. This feed will also give you an idea of his location and activities on a given day to help you better tailor your pitch.
Journalists at Forbes adhere to a philosophy that stories don’t come from pitches, they come from relationships. Your pitch will be successful if you build mutually beneficial relationships with the journalists by providing them with material readily applicable to their areas of expertise in a timely and convenient manner.
To learn more about what journalists want you to know before you contact them, download Axia Public Relations’ free e-book Learn Media Relations From The Media.
Yulia Dianova is a public relations professional who is skilled in building relationships with target audiences. She provides counsel to organizations that seek PR help to further their growth and reach their goals. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and is always looking for a new challenge.
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