How to Get Your Story into The New York Times in Ten Steps (Even if You Are Far From
New York)
1. Read The Times every day, throughout your day. Pay for the subscription. Excellent journalism deserves our support.
2. Follow each of the writers who cover your industry (features, breaking news). Read their “more about” page on the NYT app.
3. Imagine the headline for the story you want to pitch. Imagine the byline, section, accompanying photos. Visualize how it would look on NYT Digital.
4. Post regularly on social media and website articles. Your organization will come up in reporters’ Google searches more often. Example.
5. Before your pitch, document your story with process and action photos. A professional photographer is worth the investment. (Times photo editors will ask for this, especially if they do not have the budget to send a freelance photographer!) Example
6. Timing: What is your news hook? Are you ahead of a huge global trend or at the forefront of a cultural phenomenon? Do not wait too long. It takes one or two weeks for reporting, writing, editing, photo shoot(s), fact checking, copy editing and publishing. Example.
7. Play the long game. Stay in touch with editors each year so your organization might be included in a “roundup” or trend piece. I missed the boat on this one because an announcement was not ready in time. I successfully pitched this one to the special section editor.
7. Create a community partnership with an organization known for excellence. My favorite community partner is the American Dance Festival! This story does not mention my organization, but it is great publicity for the performance coming up on Sept. 12.
8. Meet writers and editors in person. They will remember and keep tabs on your organization. (Special thanks to Ilana Simon Rubin at Resnikow & Associates for introducing me to Robin Pogrebin all the way back in 2005 at a NYC press luncheon!)
9. Now’s the time! Email the writer or editor. No more than three short sentences. Then, buckle up! The Times feature will result in lots more press from other news outlets.
10. Take time to thank the writer. They probably will not respond to a thank you email, but they will appreciate you!
Writers and editors need good stories. The journalism industry has suffered greatly over the past two decades. Column inches have shrunk and fewer journalists are working. Still, publications still need good stories. As a former journalist, I know how to pitch a story to the specific writer at the right news outlet. Below are some examples of recent press.
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