Pitching on X
X (or Twitter) is a quick and snappy way for journalists and editors to get the responses they want, and they do this by using the hashtag #journorequest.
Instead of putting a call out that might have a slow uptake, they put their request into the hands of the internet, and suggestions of products, people, and profiles come flooding to them. This page will give you some useful advice on how to respond to these kinds of requests on social media.
What to say when pitching via X
Your reply/comment will be limited to 280 characters so you want to make each one count. Below is a template you can use for your next X press & journo request and amend as needed.
Product request:
Hi we have some great option(s) here at {brand} {link} {One short sentence highlighting the key points of why your suggestion is relevant to their request ie ‘We are a sustainable womenswear brand who work with factories across the UK to produce colourful & sustainable clothing to last a lifetime.’} Let me know if I can send you more info/images.
Profile request:
Hi, our founder would be perfect for this. {One short sentence highlighting the key points of why your founder suggestion is relevant to their request ie ‘Born & raised in London, {name} was always a ‘city girl’ until moving to rural Scotland 7 years ago. A great person to discuss how life changes when you leave the city.’} Let me know if I can send you more info.
REMEMBER…
There is no need to follow-up with press & journo requests whether you are pitching on X or via email!
Press and journo requests are often an editor’s last call for feature suggestions, allowing a brief window before completion. Following up on these pitches is often moot due to the rapid turnaround; by the time you act, the feature is usually finished, rendering your follow-up unnecessary.
Direct message vs comment?
You can respond in one of two ways to an editor’s request: direct message (DM) or commenting on their tweet.
Some editors specifically mention how you should contact them for requests so do pay attention to what has been asked.
Comment
Responding to journalists' requests is simplified by commenting on their tweet seeking suggestions, especially if they avoid sharing email. This simple method gains visibility among potential customers and fellow editors who track the requesting editor.
Direct Message (DM)
Certain brands favor direct messaging editors for more immediate communication. Yet, this approach relies on mutual following, limiting the ability to message editors who don't follow your brand, hindering responses to their requests.