There seems to be a lot of mystery around how to pitch an influencer versus how to pitch a journalist.
To demystify things, we first need to answer, “What is the essential difference between journalists and influencers?”
The role of the journalist
For most journalists, their material gets read because it has the imprimatur, or the brand, of the media outlet it’s published in.
Their work has to meet the standard of a gatekeeper, who, by accepting and publishing it, bequeaths to them the reputation and the readership the publication has earned.
Granted, their popularity may rise above other writers, but that can’t happen until the publication has signaled to the reader that their writing is worth reading in the first place.
A journalist’s work is usually judged solely on the quality of the content, with the journalist remaining in the background—unless, of course, we’re talking about someone like Ronan Farrow.
The role of the influencer
On the other hand, people consume an influencer’s material solely because of who they are and how they present it.
They are the outlet. They are the brand. They’ve earned each and every follower, and that brand equity is theirs to do with as they please.
Whether they have 20 followers or 20 million, they’ve done it all on their own steam. No one edits them. Their work stands or falls on its own merit.
Every post, every reel, every livestream is theirs and theirs alone. In that way, an influencer is more like a celebrity spokesperson than anything else.
They have the personality and the charisma to pull it off. The way they look, the way they talk, and their presentation all affect their ability to draw an audience.
They have that ability to make even the most bland content exciting. That’s why companies want them to feature their product and—here’s the rub—will pay them to do so.
Those are the differences. So how does affect your pitching approach?
Pitching journalists
A pitch to a journalist should answer questions like: Is this newsworthy? How does this impact their readers? Why now?
Since journalists are trained to inform the public, they seek to produce accurate, newsworthy stories. In order to do so, they need clear, relevant story angles—often local angles—backed up by facts. They want timely pitches with credible sources, not marketing fluff.
They also want transparency, responsiveness, and respect for editorial independence. It’s a mistake to oversell or pitch them stories that feel too self-promotional.
Treat journalists as storytellers, not promoters. Your pitch should help them serve their audience first, and then, hopefully, your client.
Pitching influencers
A pitch to an influencer should answer: Does this fit their voice? Will their audience care? Is there a mutual benefit?
Influencers are brand personalities. They connect with their followers through authenticity, lifestyle content, and personal voice. They value alignment, creative control, and content that feels authentic to their platform and audience.
To successfully pitch influencers, you must understand their brand, offering genuine partnerships rather than transactional asks, and respecting their style and boundaries.
Treat influencers like collaborators, not distribution channels. Build relationships, not just campaigns.
Think of pitching a journalist like trying to get your new fashion line into a major department store. Your clothes must meet their strict standards for quality and style, fit with the store’s overall brand, and appeal to their specific, existing customer base.
The store acts as a trusted curator, and by being featured there, you gain instant credibility.
Pitching an influencer, however, is like trying to get a well-known fashion icon to wear your clothes. The only thing that matters is whether they personally love your design and feel it authentically fits their unique look and aesthetic.
If they do, they’ll wear it, and their followers—who trust their personal taste above all else—will take notice.
Whether you’re launching a clean energy project, preparing for a press conference, or simply need sharper messaging that gets noticed, let’s connect and talk about how I can help!