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Finding by who they are

How to find a journalist's email and pitch them well

To find a journalist's email, read the author page behind their recent articles and the publication's contact page, because most reporters publish a route so that sources can reach them.

By Invenitor team. Updated .

How do you find the right journalist before the email?

Reporters differ from most people on this list in one way: they want to hear from strangers, because strangers bring stories. But they only want to hear about their own subject. A health reporter deletes a note about fintech within seconds.

So start with the story, not the address. Search for three recent articles on your topic. Note who wrote them. Read those pieces. If a reporter has covered your subject two or three times this year, they belong on your list. If they covered it once, three years ago, they have probably moved on.

Where do journalists publish their contact details?

Most have a public route, because sources are their living. Check these in order:

  1. The byline. Click the reporter's name on an article to open their author page. It often lists an email or social handle.
  2. The end of the article. Many outlets add a line such as "write to the reporter at".
  3. Their profile on X or LinkedIn. Reporters often put an email, or a secure contact method such as Signal, in the bio.
  4. The publication's contact or staff page, which may list desk editors and tip lines.
  5. A newsletter they write. Replying to it often reaches them directly.
  6. A general news desk or tips address, for a time-sensitive story.

If those fail and the reporter matters to your story, you can paste their profile link into Invenitor, or search for "reporters covering Indian agritech" and see up to 100 people. Check each person's recent work yourself before you write. A title does not tell you what they cover now.

Should you pitch a reporter or an editor?

Reporters usually find and write the stories. Editors shape and assign them. At small outlets, one person may do both. For a specific news item, go to the reporter who covers that beat. For a guest article or opinion piece, look for an opinion or commissioning editor, since reporters do not handle these.

Do not send the same pitch to many people at the same outlet at the same time. Desks talk to each other. If you hear nothing, wait, then try one other person and say that you already tried their colleague.

What does a pitch that gets read look like?

Reporters read quickly. A good pitch fits on a phone screen and follows this shape:

  1. Subject line: the news in plain words, not a slogan. "New data on Maharashtra cold-storage losses" beats "Exciting opportunity".
  2. First line: why this reporter, citing one article they wrote.
  3. Second line: the story, stated as a fact, with why it matters now.
  4. Third line: what you can offer, such as data, a named source or a document.
  5. Last line: your name, role and how to reach you today.

Leave out attachments on a first note. Say what you have and offer to send it. Be honest about your stake. If you are a company promoting yourself, say so, because reporters will find out anyway.

When should you not email?

Avoid sending to a reporter you know nothing about, off a bought media list. These lists go stale, and mass press releases are the reason many reporters ignore unknown senders.

Do not offer an exclusive to several people at once. Do not ask to see a story before it runs, which most newsrooms refuse. Do not chase repeatedly. One polite follow-up after a few days is plenty, or sooner if your story is tied to a date. See how to follow up.

If you have sensitive material, look for the outlet's secure tip instructions and read them first. Do not email documents that could expose you or someone else from a work account.

What does it cost to build a small media list?

Building it by hand from bylines is free, and it is the better way when you need five names. It also forces you to read their work. Use a search when your subject is narrow or regional, and you are not sure who covers it. A search costs 20 credits (₹40), and contacts cost 1 credit (₹2) each, only when an email or phone comes back. The cost calculator shows what your plan adds up to.

Keep your list small and your notes specific. A list of eight people you have read will do more than a list of eight hundred you have not. If you are a reporter looking for sources, read how to find an expert to interview and how journalists use people search.

Common questions

What is the best time to send a pitch?
There is no proven best time. Send when your news is fresh and early enough in the working day for a reporter to act on it.
Should I attach a press release?
Not on a first note. Put the story in the email. Offer the release and any data if they reply.

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