Reporters, Editors, or Forms – Where to Send Pitches and Bylines

 

When pitching a story or an opinion piece (sometimes called a “byline”, it might seem the best course of action is to email an individual at the publication. That is true in many cases, especially when pitching stories, but there are no absolutes in public relations. Read on for some insights from my 20+ years of pitching and placing features and opinion pieces.

Advice for using the general email box

Use a general email box for the following:

Press releases – Use the general email box when sending a press release unless you have one or several personal contacts at the outlet. Even if you do, include the general email box just in case the newsdesk staff passes it along to staff you may not know.

Newsletter postings – Many publications also send out e-newsletters, and it can be difficult to find the newsletter editor’s email. Use the general box instead. More than likely, one person is assigned to monitor that box and act as a traffic cop, routing it to the right individuals.

When you are unsure – Use the general email box if unsure whom to send to in the first place. We have often emailed the general box (or even called a news desk) to ask who they recommend should see a particular pitch. These folks are often pleasant and helpful. They know the newsroom staff and can recommend when and where to send the information. In broadcast and many general news outlets, there is even a news tip phone number. Call and quickly explain your topic and ask if they can recommend which reporter, editor, or desk might be interested.

Broadcast pitches- In broadcast news, use the newsdesk or editor email box rather than individual email boxes. Broadcast is a completely different animal from print and digital. There is almost always a person assigned to answer phones and read emails coming into the newsdesk. They know what is slated for the day, when stories get assigned, and how the day is playing out. In pitching broadcast, email a few days ahead of the news but also call the day of, before the news meeting has occurred.

Small print newspapers – In very small newsrooms, use the general email box to spare the overworked editor’s box. He or she probably has a routine and checks the general box at specific times so they can get other work done. Of course, once they have shown interest in the story, if they supplied their own email box in a reply, continue to use that one.

Advice for opinions, editorial meetings and pitches

When to email beat editors? – In a large news outlet, the beat editor (education editor, tech editor, features, etc ) is an overlooked resource. The beat editor assigns stories and monitors trends. They can be approached to arrange editorial meetings. If they like what you’ve offered, they will rally the other reporters in their beat.

This doesn’t mean to overlook the individual reporters. Just be sure to also email the beat editor and as a courtesy, tell them the other reporters you’ve contacted at the publication.

What about opinion submissions? – When sending an opinion piece, use the site’s webform or general email box. You might be able to find the opinion editor’s email address or have past correspondence from them. Even if you do, I find It is best to follow the publication’s submission instructions first. It might be okay to email a follow up to the personal email address you have, but give the system a little time to work.

There are exceptions here. If your relationship with that editor is especially strong, then go to them first. If you represent a luminary and the individual’s name will be known to the editor, email your contact directly. Likewise, send it if the piece is extremely timely and time-sensitive, and you are very confident they will want it.

For specific story pitches, use personal email boxes – Use an individual’s email box when you are pitching a story and you are certain the reporter will be interested. Be cordial, get to the point, and use the subject line to briefly state as much as possible. Here’s an example Subject line: Embargo May 1 – New water cooler is the first to use AI – Sources available.

More on finding the right contact

When researching a publication, it is easy to find a reporter who covers the topic of your pitch. Search the site itself or use a media database like MuckRack or Critical Mention. When searching on the publication’s site, a reporter’s email address is most likely on their stories, in a social profile, or on the staff page.

To find general email boxes, you’ll notice they are obvious like Tips@publicationname.com or editors@publicationname.com or newsdesk@publicationname.com. Don’t email to subscriptions@ or service@ or even info@. These boxes generally go in with everything else coming to the site, and your message is going to get lost.

Finally, many sites now use a webform for submissions including pitches and opinion submissions. Use them. If no answer or acknowledgement of your pitch is received, then it may be okay to email a general box or an individual editor to confirm receipt.

This was originally published in PR in EdTech on LinkedIn on April 10, 2025.