How to pitch to Businessweek magazine

Businessweek magazine is one of the world’s top business publications, preparing its readers to succeed in today’s complex economy. The magazine focuses on the most important news in finance, technology and economics.

Businessweek’s website is a very dynamic informational platform, updated more than 10 times a day. The website includes a variety of interactive tools such as blogs, forums, podcasts, videos and slideshows.

A feature appearance in Businessweek is a great opportunity to get exposure in front of a large business audience.

Businessweek journalists are interested in unconventional and fresh topics. For example, they may appreciate some fresh ideas about:

How small businesses can save money in this slumped economy
Opportunities for selling a product or service through social media
Tips and tricks on how to save time and money running a small business
How to find and keep great employees

So what makes a good pitch to Businessweek? How can you ensure these writers single you out?

Make sure your pitch and writing are understandable.

Businessweek journalists like pitches written in simple English, free of jargon. Don’t make it hard for people to understand what you do. Businessweek journalists don’t appreciate empty, meaningless phrases such as “best-of-breed” or “cutting-edge solution provider.” Get rid of all buzzwords and space-filler phrases.

Make your pitch easy to remember.

The best way to do this is to make your ideas easy to remember by using analogies and metaphors to connect your ideas, products or services with something your target audience recognizes.

Make it personal.

The only stories that succeed are those that readers can relate to. Include some personal, emotional details in your story so that it inspires and persuades others. Journalists are interested in making connections with their readers through their stories.

Some other key factors to keep in mind include:

Businessweek writers aren’t interested in press releases; tailor your pitch to their specific style and needs. Never send mass emails.
Keep Businessweek’s editorial calendar and deadlines in mind. This magazine goes live on Wednesday nights.
Don’t pitch ideas on topics the magazine has recently covered. Instead, pitch new ideas on hot topics relevant and useful to the weekly’s audience.
Read the magazine, determine the best journalist to contact for your particular story and compose a short, customized email with a clear subject line. Businessweek’s email address rubric is: firstname_lastname@businessweek.com.

Remember that you can respond to the magazine’s articles on its website. Editors may even share your opinions in its weekly Feedback feature, which highlights the best online conversations from Businessweek.com. Getting involved and following all available material in the digital format is a great step toward earning some successful – and free – publicity for your business.

For more help on connecting with journalists the right way, download Axia Public Relations’ e-book Learn Media Relations from the Media to become a master pitcher and the media’s favorite inside source.

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.