Terrific pitching tips from veteran business editors

Coverage in a leading business publication can transform your company from an also-ran to a household name.

Here are three ways to turn a business journalist’s head and earn precious ink the next time you pitch a business or financial media outlet:

1. Play to a reporter’s ego. “The best way to get our attention is to show you’ve read our material,” says Matt Turner, deputy business editor at Business Insider. “This lets us know that you’ve done your research and [that] our work is appreciated.”

He also suggests referencing a past story in your email pitch. “Recent stories give you an opportunity to start the conversation,” he says, “especially if you’re offering an executive or someone to speak on a similar topic.”

Turner says a good subject line will read, “Your story on [insert topic or company]. The body of your email should then offer additional elements to move the story forward, including new data or sources.”