What Journalists Actually Look For When Deciding Who To Interview
By Eric Alper
Every day, journalists get flooded with pitches. Emails, DMs, press releases, voice notes and the occasional “just circling back” message that somehow circles back ten times. With limited space and even less time, they have to make quick decisions about who’s worth talking to.
If you’re trying to land an interview, here are a few things journalists quietly look for when deciding who gets the call.
1. A Story, Not Just a Person
Journalists aren’t looking for someone who simply exists. They’re looking for someone connected to a story. A new album, a turning point, a trend you’re part of, or a perspective only you can offer. If the pitch clearly shows the story angle, you’ve already made their job easier.
2. Relevance Right Now
Timing matters more than most people realize. Journalists often think in terms of news cycles, upcoming events, or cultural moments. If your story connects to something happening now, it immediately moves up the list. “Why this person today?” is always the unspoken question.
3. Someone Who Speaks Well and Says Something Interesting
A great interview isn’t just information, it’s conversation. Journalists look for people who can share stories, opinions, and insights without sounding like they’re reading from a press release. Personality goes a long way. So does honesty.
4. Access and Availability
It sounds simple, but it matters. If a journalist only has a tight window and someone is available quickly and easy to schedule, that can make the difference. The best interviews often happen because the right person was accessible when the opportunity appeared.
5. A Fresh Angle
Journalists don’t want to write the same piece everyone else is writing. If you bring a different perspective, a unique background, or a new way of looking at a topic, that stands out immediately. A fresh angle gives them something their readers haven’t already seen.
At the end of the day, journalists aren’t trying to make things difficult. They’re trying to find stories their audience will care about. If you can help them do that, you’re already halfway to getting the interview.
Eric Alper is a Canadian publicist, music correspondent, blogger, radio host and former director of media relations, at eOne Music Canada based in Toronto, Ontario.
Website: www.thatericalper.com