8 tips for a successful media pitch to Forbes

Forbes magazine is one of the most trusted sources for businesspeople and executives and is known for its lists of the world’s richest individuals. Forbes caters to business management professionals and those aspiring to a position of corporate leadership. The magazine covers successful companies, 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.

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Journalists at Forbes receive hundreds of pitches every day, and only a handful of them get attention. If you’re hoping for placement in this prestigious outlet, the pitch must have an angle that focuses on excellence in business, communications, and technology. 

Considering the sheer volume of pitches Forbes journalists sift through daily, here’s how you can get yours noticed amid the noise to earn media coverage for your company.

1. Research and choose the right person to pitch to and address them by name. Make sure the journalist is the right fit for your story – your material should relate to what they write about and their writer’s voice.
   
   
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. Their most-read stories can help you gauge what they like to write about and what is important to their audience.
   
   
3. Look at your story through the reporter’s eyes. Think about how your piece will interest their readers. Let them know where and how your idea may fit.
   
   
4. Pitch your story, not your company. The story comes first, but with that being said, you should still at least include a link to the company you represent. Find an angle – a new way to approach a topic – that will simultaneously highlight the intention of your story and explain the importance of your company.
   
   
5. Pitch through email first. Forbes recommends approaching the editorial staff directly for pitches. Given the volume of pitches they get, Forbes journalists prefer you give them at least five days before you follow up with another email or call.
   
   
6. Respect the journalist’s right to pick up or ignore your story. They won’t appreciate multiple follow-up calls about whether or not they’re going to run your story.
   
   
7. Do not send the same pitch from more than one person. Journalists get annoyed and confused about whom they should contact and don’t want to waste time reading the same material over and over again.
   
   
8. Get straight to the point. Journalists appreciate honesty and transparency. Let the reporter know what you want and why you think your pitch is a good idea.

Journalists at Forbes adhere to a philosophy that stories don’t come from pitches; they come from relationships. Your pitches will be successful if you build mutually beneficial relationships with 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 English and is always looking for a new challenge.

Photo by Anna Shvets