Press Agency: How to Successfully Make Your First Contact with a Key Journalist

Introduction
A journalist needs you. You need them.
But they receive dozens, sometimes hundreds of pitches every day. So how do you stand out and capture their attention from the first interaction?

“Pitching” a story or promoting a client in the media is always easier when a relationship of trust already exists. But before that, everything starts with a successful first contact.

Here are expert tips to ensure your email doesn’t end up in the trash and your call isn’t cut off before you’ve even presented your story.

1. Identify the Right Journalists to Contact

Targeting is key.
Select journalists based on:

• The topic

• The country

• The area of coverage

Clipse Africa Tip:

• Access a Top 10 list of influential media by country, topic, and media type

• Use our database of over 6,000 African journalists to get emails, phone numbers, and newsroom roles

Like a job interview, prepare carefully before reaching out.

2. Know Your Target Journalist Well

Do your research before sending an email or making a call.
Read their last five articles or listen to their recent radio/TV appearances to:

• Identify their preferred topics: will your pitch interest them?

• Spot their approach: has this topic been covered? With which sources?

• Understand their editorial tone: critical, analytical, engaged… adapt your message accordingly

Analyze their professional background:

• Shared country experience

• Formats covered (TV, print, web)

• Tailor your pitch to their expertise: specialist → be concise, generalist → provide context

3. Choose the Right Communication Channel

Email: Clear, personalized, and impactful

• Subject line: refer to a recent topic or article

• Introduction: explain why you are contacting them

• Present your story or client, emphasizing relevance to them and their audience

Example:
\"Hello Mr. X, following your article on [topic], we would like to offer a complementary angle via the expertise of [client name]…\"

Phone: Mind the timing

• Daily press: never after 4:30 PM (deadline)

• Weekly: more flexible, avoid end of day

• TV/radio: check broadcast schedules

Hook:
"Hello, I understand you cover [field]. I have information that might interest you…"

4. At Events: Build a Human Connection

At trade shows, forums, or conferences:

• Start by discussing their work

• Refer to a recent article or report

• Avoid excessive flattery: be genuine

• Suggest a complementary angle or perspective from your client

5. Bonus Tip: The “Bundle” Approach

A win-win strategy: propose multiple sources or clients on one topic in a single pitch.

Example (Environment Journalist):

• Client 1: Wind energy expert

• Client 2: Hydropower specialist

• Client 3: Energy transition consulting firm

Result: The journalist gets a complete, multi-angle story, and you increase the chances of featuring multiple clients.

Conclusion
The success of the first contact depends on relevance, preparation, and personalization.
With Clipse Africa, access a database of over 6,000 African journalists by country, media type, and specialty to effectively target your contacts.