Wikimedia Foundation/Communications/Resource center/Press/Pitching a story to a reporter
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Communications Resource Center
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Pitching a story to a reporter
How do I pitch a reporter? edit
Generally speaking, call beats email, and if you do email try to figure out a name rather than a generic info@press address.
In any case, a short note saying "Hi, I'm X from this local chapter. Wikipedia is having its 15th birthday soon and I thought you might be interested. Do you want to discuss this over coffee?" And that's it.
When you engage with a journalist, let him know upfront whether you give him a special treatment / angle or if he'll be publishing the same story as everyone else: they'll appreciate the transparency (and that helps build a relationship for later).