Deep pockets or a strong liver were the two things that used to help get your name in the newspapers.

Not anymore.

In fact, if you know the tricks of the trade, it’s never been easier.

Unfortunately, most financial advisers, planners, and business owners take the wrong approach: firing off press releases like Daily Mail Budget predictions or being overtly salesy, then moaning when journalists ignore them.

So, we were delighted to be joined by Greg Simpson on our recent webinar and today, we’re bringing you his top 10 tips to help you get into the newspapers.

#1. Embrace the trade press

Your clients (and prospective clients) probably won’t be reading the trade press. But that doesn’t mean you should ignore it. In fact, there are three powerful reasons to embrace the trades:

It’s a credibility springboard

Getting quoted in trade titles is often easier than breaking into the nationals. And when personal finance journalists see you in the trade press, it signals you’re a credible, trusted voice.

The AI robots will notice

AI-driven search engines are already scanning for signs of authority and expertise. Trade press coverage is one of those signals. The more often you’re quoted, the stronger your digital footprint becomes.

Journalists move on

Today’s trade journalist could be tomorrow’s personal finance editor. Build trust with them now, and they’ll take that relationship with them when they move.

#2. Get your pitches to journalists right

Blanket pitching rarely works. Journalists can smell a mass-emailed press release a mile away, and it doesn’t make them feel special. Instead, do these three things:

Do your homework

Know which journalist covers what by reading their recent work. There’s no excuse for sending a pensions story to the mortgage correspondent!

Target carefully

Build a shortlist of journalists who genuinely matter to you. Treat them like dream clients: nurture the relationship, engage with their content on social media, and look for ways to be genuinely helpful.

Personalise every pitch

Make your approach feel like an opportunity, not spam. Reference something they’ve written recently or explain why your story matters to their readers. Show them you’ve pitched directly to them, not to the whole world.

#3. Pitch with timing in mind

Even the best story can fall flat if you pitch it at the wrong time. Journalists are under constant pressure, so think about when they’re most likely to pay attention:

• Avoid Friday afternoons, they’re usually racing to hit deadlines
• Skip Monday mornings, that’s when they’ll be in editorial meetings.

Instead, aim for midweek (and early in the morning). For example, a Tuesday morning pitch means your email is sitting at the top of their inbox when they log on, boosting your chances of getting noticed.

Timing won’t make a bad story good. But it can make a good story unmissable.

#4. Use social media to nurture relationships and stay on a journalist’s radar

Journalists are human. They scroll through social media, post, and (crucially) look for experts, often using Twitter/X and LinkedIn to canvas for comments. That means you have an opportunity to get on their radar if you play it right.

Show up where they are. Follow or connect with the journalists on your shortlist, watch what they post and how they engage. Make your life easier by doing two things:

• On Twitter/X: Create a list of journalists, so you don’t have to scroll through your feed to find their posts.
• On LinkedIn: Follow each journalist on your shortlist and set your notifications up so you see when they post.

Then, when the journalists post, add value. Don’t just like, comment thoughtfully, share their articles with your audience, and show you understand their beat.

When you’re posting, avoid mass tagging. Mentioning 10 journalists in one post feels impersonal. Focus on building one-to-one connections instead.

#5. Respond to requests for comments in the right way

When a journalist asks you for a comment, they’re giving you a chance to showcase your expertise to their readers. So prioritise their request over other work and give them three things:

Something interesting

A comment, perspective, or opinion that’s thought-provoking and adds genuine value to their story.

Something usable

Clear, concise (stick to the word count), jargon-free words they can lift straight into their article.

Something on time

Deadlines are not negotiable. Miss them, and your quote will not get used. Worse, the journalist might not head back in your direction any time soon.

If you can’t respond immediately, don’t ignore the request. Send a quick holding reply such as “I’ve seen this, I’ll have something over to you by 3 pm”. Then deliver on time. It shows you are dependable, which makes you the kind of contact a journalist will come back to again and again.

#6. Think in pictures; send interesting images when you pitch to journalists

A great story needs a great picture. Journalists are always asking themselves one question: “If I glance at this image, does it tell me what the story is about?”

That means when you’re pitching stories and ideas, you need to supply images that bring your story to life.

Ditch the stock shots (to be honest, we can’t believe anyone would send a stock photo to a journalist). Rows of people around a boardroom table or a smiling team in front of a logo scream “advert,” not story.

Instead, use real, human images.

Journalists prefer shots that feel authentic. A photo from an event, a team celebrating a milestone, or even something more relaxed and personal will stand out.

Have options ready. Keep a small library of high-quality, approved images so you can respond quickly when coverage opportunities arise.

The right image will grab attention, make your story more appealing, and increase the chances of your pitch being picked up.

#7. Don’t do these two things, which are guaranteed to annoy journalists

There are two surefire ways to irritate a journalist and risk losing coverage:

Demanding copy approval

You do not get to sign off a journalist’s work. Requesting copy approval (even if your compliance department is asking for it) slows them down and makes you look difficult. By all means, correct factual inaccuracies, but do not expect to review or edit the article before it goes live.

Insisting on a link to your website

You can suggest a link if it genuinely adds value to the story, but never demand one.

Journalists are looking for experts who make their job easier, not harder. Respect that, and you will be invited back.

#8. Plan your follow-up before you make the first contact

The best PR is rarely about one email. Smart operators plan their follow-up before they even hit send on the first pitch.

Greg compared it to chess: always know your next move in advance. That way, when you follow up, you’re not nagging, you’re adding value and making the journalist’s life easier.

For example, if your first pitch included a portrait image, your follow-up could supply a landscape version that might work better for them. Alternatively, if they don’t use your first idea, be ready with another angle, statistic, or supporting detail that keeps you useful.

Journalists are more likely to come back to people who solve problems for them. Plan for that from the outset.

#9. Build a signed-off case study library (including photos)

Case studies are one of the most powerful tools you can give a journalist. They turn abstract commentary into real-life stories readers can relate to. But they only work if you prepare them properly.

Get client sign-off in advance

Don’t scramble at the last minute; have a set of case studies, complete with images, that the client has already signed off.

Add human detail

Go beyond the financials. Journalists want to know who the people are, what they do for a living, and even snippets of their personal lives. These details bring colour and credibility.

Provide real photos

Stock shots drain the life out of a story. Instead, offer genuine pictures of the people involved. A real couple, a family, or an individual, with their permission, will make the piece more engaging and authentic.

A ready-to-go case study library means that when a journalist comes knocking, you can respond quickly with something relevant, real, and usable. Alternatively, you can proactively contact journalists to let them know you have case studies ready to go. That will really put you on their radar!

#10. And finally…

Getting quoted is only half the job. The other half is making sure people actually see it or as Greg calls it, rolling out the “loverage”.

Here’s what that means in practice:

Post on social

Share your coverage on LinkedIn and other platforms where your audience spends time.

Show it on your website

Add a “featured in” or “trusted by” section with the logos of the publications you have appeared in.

Create a press page as well, including links out to all your coverage so visitors can explore your media presence in one place.

Tell your clients, prospects and professional connections

Email a with a link and a short note.

Good PR builds trust. Great PR keeps working long after the article is published.

Need some help?

This blog is just a summary of the 60 minutes of incredible value Greg provided to us. If you’d like to watch the full hour, click here; it’s available for free.

Then, if you feel that you need someone to offer advice on your press strategy, feel free to contact me by emailing phil@theyardstickagency.co.uk or Greg by visiting his website or emailing greg@pressforattention.com – we’d be delighted to have a chat.