6 Things to Consider Before Pitching a Freelance Writer During COVID-19

Even as some states are beginning to reopen or set plans to do so in the next few weeks, much of the world remains very uncertain about what lies ahead. The same is true in the media landscape, with publicists questioning what’s acceptable to pitch currently, and freelance writers wondering the same thing with regard to editors—even with their regular publications. Having spent the last six weeks or so in the trenches on both sides, here is my best advice on what to consider before sending a pitch during COVID-19.

1.  Focus on journalists you know and have relationships with.

Now, and the weeks or months ahead until things slowly start to get back to a regular routine, is not the time to pitch a bunch of new writers and editors. Doing so can come across as opportunistic and artificial. Stick to the ones you’ve worked with in the past and with whom you’ve developed mutual respect and trust.

2. Be a person first, publicist second.

Focus on being genuine with your outreach. Stay away from copied-and-pasted intros and pitches, skip generic pitches in favor of specific ones, watch your subject lines, and show empathy. Remember, it’s not all about you; don’t manipulate the current situation to fit your product.

3.  If you don’t know them, connect with them elsewhere before pitching.

This could take the form of following them on social media, especially Instagram, which feels like a more personal glimpse into who they are. Interact with them over Twitter a few times, or engage with them by leaving a comment or two on their photos or posts before jumping into pitching an idea.

4.  Research their recent bylines.

Even if you know a writer and have worked with them before, they may have pivoted during the pandemic (hello, travel writers), or be focused on writing for only a few specific publications right now (after all, many pubs have frozen freelance budgets for time being). A simple Google search of their name, and a quick scan of their website and recent clips on a site such as Contently or Muck Rack, can turn up information you need to craft a relevant pitch to them. If you see they’re covering lots of giveback stories, for example, feel free to pitch them a new one. On the flip side, if they’re writing strict news or medical coverage of the current health crisis, don’t pitch them an idea about home workout tips or pantry staples. (For the record, both of those story ideas are now dead.)

5. Perfect your follow-up.

In general, it’s good to follow up in one week—no sooner. Inboxes are slammed right now. If your pitch is very timely and you already have a strong relationships with that writer, it may be OK to follow up sooner than that. However, be mindful of not clogging up their inbox if you’re not sure it’s the perfect story for that person to tell. Also, if you didn’t personalize your initial pitch to their particular publication(s), go ahead and do so in the follow-up. The general “just checking in to see if you can share this with your audience” pitches are always a little annoying, but especially so right now. If the writer doesn’t respond to your second follow-up, move on.

6. Be careful about the ask.

Show respect for writers’ time by not asking them for too much. It feels overwhelming to receive emails asking for general “pick your brain” calls or Zoom meetings at a time when we are all dealing with a much different work day than “normal.” Writers are getting many emails from publicists asking broad questions such as “What are you working on?” or “How can we help you?” right now. If those are well intentioned, you can rephrase them to get higher response rates by asking very targeted questions instead, and offering specific ways you can be of service upfront.

For example, a strong email here might read: “I know you write a lot of health stories for Shape. Do you have any upcoming stories for them, or other health pubs, that I could provide assistance with? Here’s a list of my current clients in the health space.”

It can feel like a fine line when sending out pitches to freelance writers during COVID-19, but practicing empathy, doing your homework and being genuine is a good place to start when considering whether your pitch is appropriate.

What questions do you have about pitching right now? I’d love to hear about your successes—and failures—so we can all learn from them. Leave a note in the comments to start a conversation!