by Leo Wiles
08 May 2015
Nothing’s more crucial as a freelancer than having people to write for. However the reality is, that the circle of media people who can actually commission you is very small (and getting smaller as budgets decrease). So, as a former editor, here are my top ways to help you stay in the inner circle and avoid the cold shoulder.
Approach the right person. While it’s lovely to network and have a beer with a similarly chatty journo, or rub shoulders with knowledgable news editors, the real golden goose is the commissioning editor, features editor and/or social media content manager (depending on what publishing platform you’re pitching to).
Follow the right people. Some of the biggest names in journalism can be found in the Twitter sphere and LinkedIn, so track them down and engage. That way, you don’t just have a relationship based on your financial needs. It’ll also give you something to talk about if you do end up face to face.
Don’t ignore the signs. If I’m flat out busy and sound impatient get off the phone! I’m obviously on deadline and not about to look fondly on anything you have to say so hang up before I do.
Know your way in. Should you email or pick up the phone? What type of pitch do they like – short and succinct or something akin to a mini synposis complete with experts you’d interview and case studies you’d chase up? Do they appreciate a formal or informal approach? It’s up to you to know – or find out.
Deliver. For goodness sake, if you’ve landed a commission be professional. Fact-check it, spell-check it, be spot-on with the word count, get the house style right and ensure all names are correct before sending me any copy whatsoever. BUT above all make the deadline.
Don’t waste your editor’s time. There is no point pitching anything that has been run by my rival publication or is not in keeping with my outlet’s demographic and style. If you do I’m going to think you’re an idiot and won’t hire you, as you haven’t bothered following the first rule of journalism: know your subject.
Whiners need not apply. Instead of coming to me with problems about why your story’s falling apart, let me know that you can’t go ahead with the angle we discussed but that you have found a write around / different interviewee etc.
Set and exceed expectations. My own work rule is to under promise and over deliver so when it comes to deadlines I always sent copy and pix a few days out from D day. You’ll be amazed how much editors love NOT chasing you for copy or facts.
What’s your secret when it comes to long-standing relationships with editors?
Great advice Leo, as always! I do have one question about “know your way in”. Of course you should pick up the phone/do your research to find out who is the best person to pitch to, but how would you suggest is the best way to figure out your way “in” with that person?
It seems like you would just annoy them if you asked directly whether they like calls/emails/formal/informal/thorough pitches. And if you get it wrong? There’s your first impression gone. It’s a minefield when trying to make new connections.
That’s an aspect that has always frustrated me about pitching and being a section editor myself hasn’t given me any insight into that one.
Leo, spot on with these words of advice, but if I may be bold, can I add one more?
INCLUDE AN ANGLE!
I recently commissioned a piece for one of my mags, and when the raw copy came in from a new writer who should know better, there was no angle to the story. Lot of colour, lots of quotes and lots of information, but nothing even resembling an angle or a point to the story. It was astounding that someone would think I could run it. I spent the next two hours rewriting it.