Every week, hundreds of founders and executives send messages to journalists. Most don't get a response. Not because their news isn't interesting, but because they send the wrong type of message, at the wrong time, with the wrong angle.

The distinction everyone misses is actually simple: most people send a press release when they should be sending a pitch. They aren't the same thing, journalists spot the difference instantly, and that's often where the game is won or lost before they even read the first line.

This guide covers the practical rules for approaching a journalist effectively: the structure of a good pitch, follow-up rules, LinkedIn outreach, and the mistakes that will make them run for the hills.

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Pitch vs. press release: the distinction everyone misses

It is the most common confusion, and it costs dearly in terms of missed coverage.

A press release is a document. It presents information factually in a standardized format, intended to be used as-is or nearly so by journalists who decide to cover the topic. It is sent to a list of media outlets. Its role is to announce, not to convince.

A pitch is a personal message. It is addressed to a specific journalist, referencing their recent work and proposing a specific angle tailored to their editorial line and audience. Its role is to spark a conversation, not a publication.

The rule we apply at Linker to distinguish between the two: if your message can be sent to 50 journalists without changing a comma, it is not a pitch. It is a press release disguised as a personal message. Journalists recognize it in the first line, and they ignore it for that exact reason.

An effective pitch is so personalized that it can only be sent to that one specific journalist. It is a constraint that takes time, but it is exactly what makes it effective.

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Before you send anything: what you need to know

Preparation before making first contact is just as important as the message itself. Most people skip it. That is a mistake.

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Read the journalist's last 5 articles

Before reaching out to a journalist, read their last five articles. Not to quote them mechanically in your message, but to truly understand what interests them, how they cover topics, and which angles they prefer.

A Maddyness journalist who primarily covers early-stage fundraising is a different contact than a journalist who covers fintech regulatory issues, even if they work for the same publication. This distinction changes everything regarding the angle you should propose.

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Understand their editorial line and audience

Beyond recent articles, identify the media outlet they write for and the audience they serve. An article in Les Échos Start targets entrepreneurs and investors. An article in L'Usine Digitale targets industrial and tech decision-makers. What you propose must be relevant to that specific audience, not just to you.

The question to ask yourself: why would the readers of THIS media outlet, at THIS moment, want to read an article about your company? If you don't have a solid answer to that question, your pitch isn't ready.

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LinkedIn as a monitoring tool before contact

At Linker, we changed our approach to contacting journalists with the rise of LinkedIn. Before sending an email to a tech journalist, we start by engaging with their work on LinkedIn for at least two weeks. Not to flatter, not to create an artificial relationship, but to appear on their radar.

A relevant comment on an article they shared, a thoughtful reaction to an editorial stance: these are the interactions that ensure your name is recognized rather than unknown when your email arrives. The difference in open and response rates is real.

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The outreach email: structure, length, subject line

The format of your email matters almost as much as the content. Here are the rules that make the difference.

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The subject line: the most important and most neglected part

The subject line is the first thing the journalist sees. It determines whether the email is opened or not. And yet, it is the part that receives the least effort.

A good subject line is short, factual, and focused on the journalist's interests, not yours.

What to avoid:

• Introducing [Company Name]
• Press Release: Fundraising Announcement
• Interested in collaborating?
• URGENT: Exclusive information

What works:

• Exclusive data: French fintech funding dropped 40% in 2025
• Expert available: The impact of NIS2 on tech SMEs
• Angle for your next piece on [topic]
• [Your sector]: Unique data you won't find anywhere else

A good subject line answers the journalist's implicit question: "Is this useful for my next article?" If the answer is no, the email won't be opened.

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The body of the email: 5 lines maximum

An effective pitch fits in 5 lines. Not 10, not 15, and definitely not three long paragraphs. Five lines.

The structure: one sentence of personalized context (why you're writing to them specifically), one sentence stating the information or angle (what you're offering), why it's relevant to their readers right now, what you're proposing (interview, data, op-ed), and your contact info with a simple call to action.

Example of a pitch that works:

Hi [First Name], I’ve been following your series on treasury management fintechs; your take on the needs of micro-businesses was spot on. I run [Company], and we’ve just compiled data from 800 of our SME clients regarding cash flow behavior during interest rate hikes. These are figures that haven't been published anywhere yet. If this could help shape your next article on the topic, I’m available this week for a 20-minute chat. [First Name Last Name] / [Title] / [Phone Number]

Example of a pitch that doesn't work:

Hello, I am reaching out regarding our startup [Name], founded in 2022 and specializing in treasury management for SMEs. We have developed an innovative solution that allows companies to... [three paragraphs of product description]. We would be delighted to present our solution to you in a meeting. Best regards.

The difference is clear: one speaks directly to the journalist, while the other could be sent to anyone. One offers something useful for the journalist's readers, while the other simply asks for coverage for the company.

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What to include, what not to include

Include: an exclusive angle or data point, a specific reference to their recent work, a concrete proposal (interview, data, op-ed), and your direct contact information.

Do not include: the press release in the body of the email, a long company presentation, links to the website or social media, unsolicited attachments in the first contact, or generic phrases like "I am writing to you to..."

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LinkedIn: the underutilized channel for reaching tech journalists

LinkedIn has fundamentally changed how we approach specialized journalists, and many PR teams have yet to adapt to this shift.

Most French tech journalists are active on LinkedIn. They share their articles, their stances, and their analyses there. They see who interacts with their content. They take note of people whose comments are insightful.

In practice, the sequence we recommend at Linker for tech journalists is to spend 2 to 3 weeks interacting with the journalist's work on LinkedIn before any email contact. Comment on their articles in a thoughtful way, share their content while adding your own perspective, and react to their positions with a complementary viewpoint.

When the email finally arrives, it is no longer from a stranger. It is from someone whose name the journalist has already seen and whose perspective they have already evaluated. This significantly improves the response rate.

A direct LinkedIn message can itself be a first point of contact for some journalists. The rules are the same as for email: keep it short, personalized, and focused on their interests. However, the LinkedIn format tolerates length even less than email does.

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Follow-ups: when, how, and how often

This is the topic no one talks about, yet it is one of the most decisive.

At Linker, we estimate that a well-crafted follow-up generates between 30% and 40% of coverage. In other words, nearly a third of published articles are not the result of the first contact: they are the result of the follow-up. Most people follow up once and then give up, or never follow up at all. That is a massive opportunity left on the table.

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Timing the first follow-up

Wait 3 to 5 days after your first message before following up. Not 24 hours: that is too aggressive. Not 15 days: the context will be lost. Thursday morning is generally the best time for a follow-up, for the same reasons as the first contact: journalists have processed their week without being in Friday deadline mode.

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How to follow up without being pushy

A follow-up isn't just a reminder of your first email. It’s a fresh message—shorter, with a slightly different angle or a new piece of information.

What works: Hi [First Name], following up on my message from Monday. We’ve since received the data from our H1 survey, which confirms the trend I mentioned: [new figure]. Would this be of interest for an article?

What doesn't work: I’m following up on my previous message and was wondering if you’ve had a chance to read it.

The first version adds value. The second just demands attention without earning it.

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When to stop

Two follow-ups maximum per topic. If you don't get a response after the second one, wait at least 6 weeks before reaching out to that journalist about a different topic. A journalist who doesn't reply today might write an article in 6 months on a related subject and reach out to you spontaneously. This will only happen if you haven't burned the bridge with excessive follow-ups.

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5 mistakes that drive journalists away

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1. Emails that are too long or too salesy

A 400-word email detailing your company won't be read in full. Journalists receive dozens of messages a day. They scan. If your email looks like a sales brochure, it goes straight to the trash.

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2. Lack of personalization

"Hi, I'm reaching out regarding..." This is how 90% of the pitches a journalist receives begin. It's also a signal that your email is generic. A single line of genuine personalization immediately changes how your message is perceived.

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3. The aggressive or premature follow-up

Following up the day after an unanswered initial contact, or sending three follow-ups in one week, is the fastest way to get blocked. Journalists have long memories when it comes to this type of behavior.

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4. Promising an exclusivity you can't deliver

A journalist who accepts an exclusive and then discovers you offered it to five other media outlets simultaneously will never trust you again. If you offer an exclusive, stick to it. If you can't, don't offer it.

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5. Disappearing after publication

This is the least obvious mistake, but one of the most costly in the long run. A journalist who has written about you and doesn't receive a simple thank you won't spontaneously add you to their list of sources to call back. After every feature, take 2 minutes to say thanks and offer follow-up support. It's the foundation of a lasting relationship.

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What changes when a PR agency handles it

The primary advantage of a PR agency isn't writing the pitches. It's the network.

A journalist is more likely to respond to someone they know. An agency that has been working with French tech journalists for years doesn't approach them cold: they are reconnecting. The email arrives with a recognized name, an established relationship, and pre-built trust. The pitch might be the same, but the context is fundamentally different.

It's the difference between a closed door and one that's already ajar. For a founder handling their first PR efforts alone, building this network takes time. For a specialized agency, it's already there.