What are the best ways to engage with journalists and media outlets for positive sustainability coverage?

2 Craft your pitch

When crafting a pitch to your target media, you need to ensure it is short and compelling. Your subject line should be catchy and summarise your story, while your greeting should be personalised and show you have done your research. Introduce yourself and your project/initiative, highlighting your credibility and expertise. Provide a concise yet compelling summary of your story, including the main points, impact, and evidence. Include a clear and specific call to action (e.g. requesting an interview, review or feature) before signing off politely and respectfully. Thank them for their time and offer to provide more information if needed.

3 Follow up and follow through

After you send your pitch, you need to follow up and follow through. Don't expect an immediate response, as journalists are busy and receive many pitches every day. But don't give up either, as your story might get lost or overlooked in their inbox. You can send a friendly reminder after a few days, or try a different channel, such as phone or social media. However, don't be too pushy or annoying, as that might ruin your chances of getting coverage. If you get a positive response, be responsive and cooperative. Provide any additional information, materials, or contacts that they request. Confirm the details and deadlines of the coverage. And don't forget to thank them and share the final piece with your network.

4 Build relationships

Gaining positive sustainability coverage is not a one-time deal. To build long-term relationships with the media, you need to be helpful and generous by offering insights, tips, or contacts that could be useful for their stories. Additionally, you should be respectful and honest with them about your story, impact, and motives. Respect their editorial independence and integrity and don't try to manipulate or pressure them into covering your story in a certain way. To ensure success, you should also be consistent and professional by delivering on your promises, meeting deadlines, and communicating clearly and politely. Avoid spamming them with irrelevant or repetitive pitches or ghosting them after getting coverage.

5 Avoid pitfalls

Engaging with the media can be a rewarding and beneficial experience for your sustainability project or initiative, but it can also be risky and challenging. To ensure success, you should be aware of common pitfalls and take steps to avoid them. For example, be prepared and professional when pitching your story. Have a clear goal, a strong message, and solid evidence. Also, understand the media's background, audience, and expectations. Additionally, don't be defensive or arrogant if your story isn't accepted. Don't take rejection personally or lash out at the media. Don't assume that you know better than them or that they owe you anything. Lastly, don't be unethical or irresponsible. Don't use the media to promote your agenda or attack competitors or critics. Don't make false claims or hide facts. Respect any laws, rules, or codes of conduct that apply to your project or initiative and to the media industry.