Media Relations: Pitching Cold on Twitter for an Interview

By on Saturday, January 24, 2015

Have I ever gotten an interview for a client by pitching a journalist cold through Twitter? Yes. Here’s the story:

When the Chronicle of Philanthropy posted it was looking for charities who had done work around 9/11 for an upcoming anniversary piece, I knew one of my ongoing clients would fit the bill.

But I couldn’t direct message the media outlet back, because they didn’t follow me. And I couldn’t tell from the request, which journalist needed the source, so I couldn’t take the request offline and pitch the reporter by email instead. I didn’t want to try sending an email pitch to a general email account for the publication, figuring it might not get to the right journalist.

I had to pitch them in 140 characters or less on Twitter in public. I carefully wrote up the Tweet to respond to their source request. I included my client’s Twitter user name and described a little bit about their work around the September 11, 2001 tragedy.

The staff at the Chronicle responded positively to my tweet, took the conversation to email, and then we set up an in-office video interview with my client. It was a journalist I had not met before, so I also met someone new who also likes social media and works on some topics I am interested in. Here is the finished story:

Want to learn more about pitching journalists on Twitter? See my 10 tips for building relationships with journalists through Twitter.

Thanks to Kooroshication on FlickR for our featured image (above), which is licensed via Creative Commons.

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