How to find Journalists: A step-by-step guide for Startups
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If you’re a startup with company news to share, one of the biggest questions you’ll face is: how can I find relevant journalists to share my story with? You’re not alone. Many founders and marketing teams want to get their message out but aren’t sure where to begin.
In this guide, we’ll walk you through how to find journalists who are most likely to cover your story. Whether you're launching a product, announcing funding, or sharing an insight, knowing how to find a journalist who cares about your sector is key to gaining media coverage that matters.
Why it’s important to find the most relevant journalists
Not every journalist will be interested in your story – and that’s okay. Different journalists specialise in different beats: some cover technology, others focus on consumer trends, finance, health, or business news.
If you want to build long-term media relationships and increase your chances of getting published, it’s crucial to find a journalist who regularly covers stories like yours.
1. Use Contact Pages on Media Websites
One of the fastest ways to find a journalist is by visiting media outlets like The Times, The Guardian, or Daily Mail and going to their "About us" pages. Many UK-based publications have dedicated press or editorial contact sections.
You’ll often see:
- Generic email addresses like newsdesk@publication.co.uk
- Web forms for submitting press releases
- Department-specific contact information
Some examples:
These are good starting points if you’re short on time, but they’re often filtered or monitored by gatekeepers. If you're serious about building media relationships, you'll want to go one step further and find a journalist directly.
2. Check the Masthead or Editorial Team Page
Many traditional and digital publications list their editorial team in what’s known as a masthead. This often includes names, job titles, and sometimes even contact details of journalists and editors.
To find a journalist in your niche:
- Look for someone with a title like “Technology Editor”, “Startup Correspondent”, or “Business Reporter”
- Note down their name and role
- Use tools like RocketReach or Hunter.io to locate their email if it's not listed
- Search for them on X (formerly Twitter) or LinkedIn, where journalists often share contact info in their bios
This method might take a little longer, but it’s much more targeted and can lead to more meaningful connections.
3. Read, Watch, or Listen to Relevant Content
One of the most reliable methods for how to find journalists is by consuming the type of media where you’d like your story to appear.
Here’s how:
- Read recent articles in relevant trade or national publications
- Watch industry news programmes or YouTube channels
- Listen to sector-specific podcasts
Take note of the journalists who are consistently covering your area of interest. For example, if you’re a fintech startup, look for reporters who write about finance and technology in outlets like TechCrunch UK, Sifted, or City A.M..
Once you’ve identified someone, research how they prefer to be contacted. Referencing one of their recent stories when you reach out — e.g. “I saw your piece on the AI regulation bill this week” — shows that you’ve done your homework.
4. Use Media Databases (With Caution)
Paid PR tools like Muck Rack, Cision, and Vuelio offer searchable journalist databases. You can filter by topic, location, or outlet and export contact lists. These tools are powerful, but they can be expensive — and relying on them without doing your own targeting can lead to irrelevant pitching.
If you do use these tools, always double-check that:
- The journalist still works at the publication listed
- They’re still covering the same beat
- You tailor your email to their interests
A personalised, well-researched pitch will always beat a mass email.
5. Network and engage on Linkedin
Twitter/X, LinkedIn, and even Instagram are valuable platforms for finding journalists and understanding what they care about. Many journalists tweet about the stories they’re working on, requests for sources, or calls for comment using hashtags like #journorequest or #prrequest.
Search these hashtags or follow UK-based media lists to keep an eye on opportunities to pitch.
When engaging on social media:
- Follow relevant journalists
- Like, share or comment on their posts (genuinely)
- Build a rapport before you pitch
You’re far more likely to succeed if the journalist recognises your name before your story hits their inbox.
Summary: How to find a Journalist that’s right for your story
To recap, the best ways to find a journalist are:
- Use contact pages on media websites
- Scroll the masthead or editorial page
- Read or watch relevant media and take note of journalist bylines
- Use media databases wisely
- Network on social media using hashtags like #journorequest
Finding the right journalist takes time, but it’s worth the investment. You’ll not only increase your chances of coverage, but also begin to build the long-term media relationships that support your company’s growth.
Discover expert tips and guidance tailored just for startups in our Startup School. Start learning how to get your story heard today!
Frequently Asked Questions: How to find journalists
1. How do I find a journalist for my startup story?
Start by identifying media outlets that cover your industry. Look for journalists who have recently written about similar businesses. Use the masthead, social media, or databases like Muck Rack to find and contact them.
2. Is it okay to pitch to a generic newsdesk email?
Yes, but it’s not ideal. Generic inboxes are often monitored by gatekeepers or junior staff. If you want to stand out, it’s better to find a journalist directly and tailor your pitch to their interests.
3. Can I contact journalists via LinkedIn or Twitter/X?
Absolutely. Many journalists are active on social media and include contact preferences in their bios. Always be respectful and avoid spamming. Engage with their content before sending a pitch.
4. Are there free tools to help me find a journalist?
Yes – Google, X (Twitter), LinkedIn, and media outlet websites are free resources. Tools like Hunter.io also offer limited free searches to help find email addresses.
5. What’s the biggest mistake startups make when contacting the media?
The most common mistake is sending irrelevant or untargeted pitches. Always research who you’re contacting and ensure your story is newsworthy, timely, and relevant to their beat.
