How to find Journalists: A step-by-step guide for Startups
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Not every journalist will cover your story — and that’s normal. Each journalist has a specific beat, from technology and consumer trends to finance, health, or business news. In today’s information-saturated media landscape, UK journalists receive hundreds of emails and press pitches daily, making it harder than ever to get noticed.
That’s why finding the right journalist who actually covers your topic is essential. Targeted outreach not only increases the likelihood of a response but also ensures your story reaches the audience that matters most.
“The modern media cycle is relentless … cold calls, generic emails, or voicemails with lengthy scripts often go unanswered.” — Tank UK report on journalist expectations (Tank UK)
Before contacting journalists, make sure you’ve prepared a strong press release or media pitch to ensure that your communications are concise, newsworthy, and tailored to the journalist’s beat.
According to Tank, 87 %+ of journalists in the UK still prefer email for pitches — significantly more than other channels such as phone or direct social contact. That makes email the most effective place to focus your efforts.
By combining targeted journalist research with a well-crafted press release, brands can cut through the noise and improve the chances of media coverage in the UK.
Key takeaways - How to find Journalists that’s right for your story
1. Perfect your press release first – journalists still rely on press releases for story ideas, but only when they are clear, newsworthy, and relevant.
2. Focus on relevance – target journalists actively covering your sector, not just any media outlet.
3. Start with free sources – use media contact pages and editorial listings before turning to paid databases.
4. Go beyond job titles – check recent bylines to confirm journalists still cover your topic.
5. Follow relevant content – read articles, watch videos, or listen to podcasts to see who consistently covers your niche.
6. Use media tools wisely – Cision, Muck Rack, and Vuelio help, but always verify roles and beats.
6. Engage on social media – connect on LinkedIn, X, and follow #journorequest opportunities.
7. Personalise your pitch – reference their recent work and tailor your message.
Finding the right journalist takes time, but it improves coverage and builds long-term UK media relationships for Startup growth.
Perfect your press release before you reach out
Press releases remain highly valued by journalists as a core source of story ideas and news announcements. According to Cision's 'State of Media Report', 2025)
- 79 % of journalists rely on press releases to generate story ideas.
- 72 % of reporters say press releases are the most useful content PR teams can offer.
“Press releases consistently top the list of content journalists most want to receive from PR pros.” (Cision, 2025)
That said, relevance is critical: if your story doesn’t match a journalist’s audience or beat, it’s likely to be ignored.
Best channels & follow‑up practices
1. Find contacts using media contact pages
Check UK publications like The Times, The Guardian, or Daily Mail or trade outlets; Look for:
- Generic emails (e.g., newsdesk@publication.co.uk)
- Press submission forms
- Department contacts
Top Tip: Finding journalists directly through publication websites is free, so invest time in this first before turning to paid media databases.
2. Check Mastheads & Editorial pages
Most UK outlets list their editorial teams. Look for the following roles
- Technology Editor
- Startup Correspondent
- Business Reporter
Top Tip: Thoroughly research a journalist’s recent work rather than relying on their job title to ensure they still cover the sector you want to pitch.
3. Read, watch, or listen to relevant content
Follow the media where you want coverage:
- UK trade publications or national outlets
- Podcasts and YouTube channels in your sector
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..
Top Tip: Personalise outreach by referencing their recent work — journalists notice when you engage with their stories.
4. Use Media Databases (With Caution)
Paid tools like Cision, Muck Rack, Vuelio allow filtering by topic, location, and outlet. Always:
- Confirm the journalist’s current role and beat
- Tailor your pitch to their interests
- Combine with your own research
Top Tip: Paid media databases can save time, but always verify a journalist’s current beat and recent work — otherwise you risk paying for outdated contacts.
5. Network on Social Media
Follow journalists on LinkedIn, X, and Instagram. Look for posts, calls for sources, or hashtags like #journorequest/#prrequest.
- Follow relevant journalists
- Engage genuinely with their posts
- Build rapport before pitching
Top Tip: Journalists are more likely to respond if they recognise your name and story relevance.
Best practices for follow-up & Outreach
Once you’ve identified the right journalists:
- Follow up thoughtfully: One polite follow-up is usually acceptable; persistent messaging may backfire. (Tank UK)
- Use email as your primary channel — 87 % of UK journalists prefer this. Phone calls or social DMs are much less effective.
- Include a high-quality, relevant press release or personalised pitch to make your story stand out.
- Track responses and engagement to refine your outreach over time.
What NOT to do when finding or contacting UK Journalists
- Relying solely on job titles — always check recent bylines to confirm coverage areas.
- Sending irrelevant stories — focus on content that matches the journalist’s beat and audience.
- Cold-calling without context — email is usually the preferred initial channel in the UK.
- Overusing social media DMs — engage first and build recognition before pitching.
- Assuming database info is always current — verify a journalist’s current beat and recent work.
- Mass-emailing multiple journalists at once — personalised outreach builds better relationships.
- Ignoring stated journalist preferences — tailor pitches to the formats and content they prefer.
- Pitching without researching the outlet — ensure your story aligns with the publication and audience.
Final advice for UK Startups
Finding the right journalists is an investment that pays off. Personalised, well-researched pitches outperform mass emails and help build long-term media relationships — essential for growing your Startup’s profile in the UK.
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.
