To Pitch to Journalists,

My sessions show you how and why journalists decide what they do.

I made those decisions for 20+ years at the BBC.

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Learn toThink Like a Journalist.

Pitching support for PR and comms teams

In order to pitch to a journalist - you should think like one.

I can help. I have more than 20 years experience of working in senior roles in a BBC newsroom - making the kind of decisions every day you need to understand.

Now I can help you understand how, who, when and where best to pitch.

I can deliver media training for large or small businesses and take on consultancy work in all aspects of news, media or decision-making skills.

My media training is bespoke - I tailor what I deliver to you.

Not sure what you need?

If you can’t get journalists to say yes, you’re in the right place.

If you get the coverage but the interviews don’t go well, try Media Training. If it’s both, start with Media Training.


Hosting a podcast on your own? Have a look at Podcast Host Coaching.

“James taught me the difference between a good story and a great story… he would make a great mentor or coach to anyone looking to sharpen their skills in broadcasting, content or any area of media.”

— Alex Bell, now PR & Content Manager, Inked PR

FAQs

  • You know your clients and their stories. I show you how those stories look from the other side of the desk: why a pitch gets a yes or gets deleted, and how to structure one so it’s easier to say yes to. I’ll show you a five-part structure for any pitch: headline, why now, why you, evidence and availability. Then you write a real pitch and test it against the questions a journalist asks. You’ll also look at where your recent pitches went and whether they reached the right person, and reframe one story for different programmes, because the same facts need a different pitch for each.

  • I spent 20+ years on the receiving end of pitches, including running World Business Report and Business Matters at the BBC World Service, and programmes on 5 live. I know what gets a yes and what gets deleted unread, because I was the one deciding. You can also pitch to me in the session. I’m a journalist, and I’ll tell you straight what I’d do with it.

  • Every session is built around what you need. We start with a video call to talk through your priorities. I then send a short proposal setting out the session and how it will run, and we can change anything that isn’t right. Once we agree a date, I take a 50% deposit, and the balance is due when the session is done.

  • Every package is bespoke, so there isn’t a standard fee. As a guide, a session for a group of four is around £3,000 plus travel and accommodation. Larger groups, one-to-one and online sessions are quoted individually, and I offer reduced rates for charities and non-profits. Get in touch through the contact form or book a call and we can talk through what you need.