How to find press opportunities
Updated: 6 hours ago
Journalist requests land in my inbox by the hour. Most of them aren't right for the people I work with. A few are perfect, and the trick is spotting those before everyone else does.
Press opportunities aren't saved for celebrities or brands with a PR team. They're posted every day by journalists who need someone like you to fill a gap in their story. You just need to know where to look.
The quick answer: you can find press opportunities in journalist requests (posted on X and Bluesky under #journorequest, and sent out by request services like ResponseSource and Qwoted), in the news, where your experience adds something new, and through the journalists who already cover your topic. Reply only to the ones that fit your story, reply quickly, and keep it to a few lines.
Before you start replying to requests, grab my free PR-ready checklist. It covers the photos, bio and details journalists ask for, so you can reply the same day. Send me the checklist →
What is a press opportunity?
It's any moment a journalist needs something you've got.
Often that's a request. A journalist posts that they're looking for a case study, an expert comment or a business owner with a particular story. Other times it's the news. A story breaks, and you've got the experience to add something nobody else has said yet.
You can also make your own opportunities, by spotting a story in your business and pitching it to the one journalist who covers that subject. That's a bigger topic for another post. This one sticks to requests and the news, because they're the quickest way in if you've never been in the press before.
One thing worth knowing from the start: press coverage is free. Journalists don't charge to feature you. If a publication asks you to pay for the space, that's an advert. It might be worth doing, but it won't do the same job as a journalist choosing to write about you.
Where do journalists post requests for experts?
They won't land in your lap while you sip your morning latte (disappointing, I know).
Journalists post requests on X and Bluesky using the hashtag #journorequest. Search it, sort by latest, and you'll see what's needed today: case studies, expert comments, products for round-ups and people with a particular story to tell.
There are also request services, like ResponseSource and Qwoted, that send journalist requests straight to your inbox. Some are free to join and some are paid, so check what each one covers before you sign up. A feed full of requests that don't fit you is just more email to wade through.
Keep an eye on the journalists who write about your topic too. Plenty of them post requests on their own LinkedIn or Instagram instead of using the hashtag.
Which press opportunities are worth answering?
Fewer than you'd think, which is good news for your diary.
It's tempting to reply to every request going. Please don't. You'll wear yourself out, and a journalist can tell within a line or two when a reply doesn't fit.
They get plenty of those already. 72% of journalists say fewer than a quarter of the pitches they get are relevant to them (Cision, State of the Media 2026).
So before you reply, check two things. Does this request fit what you know? And have you got something specific to give them, like a number, a story from your own business or an opinion you'll stand behind?
If the answer's no, let it go. Another request will come along tomorrow. One good reply to the right journalist does more than ten rushed ones, and it's far more likely to end with your name in print.
How quickly should I reply to a journalist request?
Quicker than feels polite.
Journalists often post a request because they're on deadline, sometimes that same day. The first good reply tends to win, because once they've got what they need, they stop reading.
So it pays to check for requests at the same time each day, even for ten minutes. Pick a slot that suits you (mine's the 3pm Diet Coke) and make it a habit.
Speed works both ways. When I asked a BBC radio producer whether ChatGPT was fuelling complaints culture, she said yes within two hours, and I was in the studio as the expert soon after.
Journalists move fast when something fits, so be ready to move with them. Have a couple of good photos to hand, a short bio written and your phone switched on.
My free PR-ready checklist walks you through getting all of that in place before a journalist asks, so you're ready the moment one says yes.
How do I build relationships with journalists before I need them?
You wouldn't turn up to a dinner party empty-handed. The same goes for a journalist's inbox.
Start by paying attention to their work. Read their articles, listen to their radio slots, follow them on social media and reply when you've got something useful to add. Don't overdo it. You want to be the person who makes their job easier.
This is how The Sunday Times ended up running two pages on Our Tower Home, a family living in a WWI Zeppelin lookout tower. I followed the family on Instagram, and I followed a Times journalist there too. They were a match waiting to happen, so I introduced them.
The more a journalist recognises your name, the more likely they are to think of you when a story breaks. Do this well for long enough, and some of them will start coming to you first.
What should I say when I reply to a journalist?
Less than you think. They're busy, and their coffee went cold five minutes ago.
Lead with what you can offer and why it fits their story. Tie it to what's happening now if you can. A journalist on deadline wants to know in two lines whether you're worth a phone call, so save your life story for the interview.
Write like a person, not a brochure. A bit of personality helps them remember you as well as your story.
And show you've read their work. After one pitch, a journalist who writes for The Times and The Telegraph told me:
"Thanks Becky - you connected the dots and it was a brilliant pitch to me. I wish all PR people did their research before approaching me!" (Annie H, journalist)
That's the bar. If you don't hear back, one polite follow-up after about three days is fine. After that, move on to the next one.
How long does it take to get featured in the press?
Longer than you'd like, usually.
Some replies land within hours. Others take weeks, and plenty never get an answer at all. That doesn't mean your reply was bad. Plans change, an editor cuts the piece or the news moves on. Sometimes a no just means not right now.
PR is a slow build that pays off over time. Each piece of coverage makes the next one easier, because journalists Google you too. If you've been in the press before, you're the easy call.
So keep checking the requests, keep reading the journalists you'd love to be featured by, and keep your replies short and specific. The coverage tends to come once finding press opportunities is part of your week, rather than something you do when you remember.
Questions people ask
What is #journorequest?
#journorequest is a hashtag journalists use on X and Bluesky when they're looking for experts, case studies or products for a story. Search the hashtag and sort by latest to see current requests. Reply quickly, and only to requests that fit what you know.
Do you have to pay for press coverage?
No. Genuine press coverage is free, because journalists don't charge to feature you. Some request services charge a subscription to send you journalist requests, and some publications sell advertising space. Paying for the space itself makes it an advert, not press coverage.
How do I find journalists who write about my industry?
Read the publications your customers read and note the names on articles about your topic. Follow those journalists on social media, where many post requests directly. Keep a short list of the ones who cover your area and check their work regularly.
Do I need a press release to answer a journalist request?
No. Most journalist requests need a short email reply, not a press release. Say what you can offer and why it fits their story, and include anything they asked for, such as photos or a short bio.
Can I get press opportunities sent to me?
Yes. You can sign up to journalist request services, set alerts for #journorequest, or join a group where someone filters the requests for you. In The Pitch Sessions, my monthly pitching group, I bring the requests worth answering to you.
Want the good requests brought to you?
Scrolling hashtags at midnight isn't anyone's idea of a good evening. In The Pitch Sessions, I bring you the journalist requests worth answering, and we shape the replies together.
Or if you'd rather talk it through first, book a free 20-minute call. I'll pop the kettle on. What are you having?
PS. For behind-the-scenes PR tips, follow me on Instagram.
Becky here, running on flat whites and a non-negotiable 3pm Diet Coke. I'm Becky Newmarch, a PR consultant for founders and brands in the UK. I find the stories hiding in your business and get them to the journalists who'll run them.
Comments