A recent pitch to a freelance journalist got a client some good quality coverage across two well read national print publications- a standalone feature on the company in one and an interview, with accompanying photo, as part of a bigger feature in the other.
Approaching freelancers as a first port of call when you’ve got a newsworthy story is a great way to maximise coverage. Often they write for a few titles from niche trade publications right through to top selling national papers. So if you can pitch a few story angles- e.g. the client’s news story and the story as part of a bigger picture or trend- there’s a strong chance they’ll take each and sell them to the appropriate publications they work with.
The freelancers we’re in regular contact with are always very willing to give you a piece of their time- time many in-house journalists lack as resources become more stretched. They can often act as a go-between between you and more difficult to reach publications and, if they like your story, they will act to ensure an effective sell-in on your behalf.
Many are paid by the article and so are keen to be approached if the story is good. Become a reliable source and the results will show. One freelancer contacted us recently after being let down by another PR agency- after promising a feature to a business publication the story never materialised and he was out on a limb. We quickly offered him two stories from two different clients, both of which he liked and subsequently wrote about. He was very vocal in his gratitude for coming to his rescue. By being able to offer him some strong story options, and then turning interviews, photos and other supporting material around to meet his deadline, we further solidified our relationship with him. To us, we were just doing our jobs at the end of the day.