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How to Turn Your Valentine’s Day Pitch into a NYT-Worthy Story
Valentine’s Day is one of the noisiest times of the year for the media. Every florist, chocolatier, and jewelry brand is clamoring for attention. So how do you cut through the noise and land a placement in a publication as prestigious as The New York Times?
The secret isn’t just sharing a great product; it’s about shifting your mindset from selling to collaborating.
To illustrate how collaborating is different from selling in a publicist + journalist relationship, let’s analyze a successful pitch sent to Aimee, a reporter at The New York Times, regarding the rising popularity of tulips. We’ll break down exactly what makes a pitch “print-worthy”… hint… it’s not the pitch alone.
1. Don’t Just Pitch a Product; Pitch a Trend
Journalists are rarely looking for a commercial for your product; they are looking for a story. In the successful NYT pitch, the angle wasn’t “Buy Andrew’s Farm Tulips.” It was a broader economic and cultural narrative: “Tulips are becoming more popular and roses less.”
Our media pitch example provided a compelling why: Roses are not perennials, are expensive due to overseas shipping, and are subject to tariffs. In contrast, “Tulips thrive here in the U.S. and avoid tariffs.”
The Lesson: As noted in standard pitch templates, you must explain how the product will shift mindsets or change habits. Don’t tell them what you sell; tell them how the market is changing.
2. Bring the Receipts. Data is King!
A story without data is just an opinion. The NYT pitch didn’t just claim tulips were popular; it provided a treasure trove of evidence. The email included:
- Links to Statista showing the quantity of tulips sold vs. roses.
- Articles from Better Homes & Gardens and The Independent confirming the trend.
- Specific cultural context, such as the meaning of flower colors (e.g., Red tulips represent true love).
The Lesson: Pitch templates emphasize that journalists want facts and rely on them to write stories. You should always include data points, sales numbers, or active user stats to validate that your topic is worth talking about.
3. Serve the Sources on a Silver Platter
Journalists are on tight deadlines. The easier you make their job, the more likely they are to feature you. In the NYT example, the pitcher didn’t just offer their own client. They provided contact information for third-party industry heavyweights:
- Allan Visser: A major bulb grower and broker in Holland
- Ibo Gülsen: The chairman of the World Tulip Society
The Lesson: When proposing an interview, you must clearly specify WHO is available and WHY is this person an expert, highlighting their accolades and roles. By providing a mix of sources and subject-matter experts, you position yourself as a resource, not just a salesperson.
4. Master the Timing
The NYT pitch ends with a warm sign-off: “I hope that helps!! Thanks Aimee!”. But even the friendliest email will fail if sent at the wrong time.
The Lesson: For holiday-specific pitches like Valentine’s Day, timing is critical. Standard advice suggests that any time before September is too soon, and a week before the holiday is WAY too late. You need to hit that sweet spot where editors are actively planning their holiday coverage to give your pitch news value.
Summary
The difference between a deleted email and a feature story often comes down to utility. The note to Aimee wasn’t a demand for coverage; it was a “collaboration.” By combining a strong trend (roses out, tulips in), hard data, and accessible experts, the pitch gave the journalist everything she needed to write the story.
This Valentine’s Day, don’t just send a press release. Send a story package. And you just might help form this year’s Valentine’s Story in the New York Times.
The Journalist’s Table: Why and How to Take a Reporter to Lunch
In the world of public relations, it is easy to view media contacts as just email addresses or stories on a screen. However, behind every article is a person looking for a good story and a genuine connection.
I was reminded of this recently while having lunch with John Lynn, the founder of HealthcareIT Today and Swaay Health. We didn’t just talk business; we discussed how media companies stay profitable, the struggles healthtech companies face with PR, and good old, hard life lessons. He was incredibly easy-going and relatable, proving that even industry veterans are just people looking to connect.
I have had lunch with editors from Forbes, reporters from Fox Business, and various local journalists. You might be wondering, Can I really just ask a reporter or editor to go to lunch?
The answer is a big, resounding “Yes!!”.
If you want shift your PR plan from cold emails to building real relationships, here is a simple guide on how to contact media and make it happen:
Whatever it is, the way you tell your story online can make all the difference.
1. Know Where They Live
Preparation starts before you ever send an invite. As you pitch various reporters who are the right fit for your business or clients, make a mental (or written) note of where they live. This small habit creates a roadmap for future opportunities.
2. Seize Travel Opportunities
When you or your spokesperson are traveling, check that list. If your travel plans line up with a reporter’s location, simply reach out. It’s often that easy.
3. Keep the Ask Simple
You don’t need to overthink the invitation. In the subject line, keep it casual: “Interested in meeting up while I’m in town?” or “Meeting up with [Name] while in town?”
The body of the email can be just as straightforward. For example,
“Dr. David will be in DC the afternoon of Jan 8th through Jan 12th. He mentioned that you two might want to grab a coffee together while he’s out there. What day/time works best for you?”
4. Provide Value (If It’s a Cold Ask)
If you have worked with the reporter before, the ask is simple. However, if you are still building the relationship, let them know why it is worth their time. Explain how what they write connects to your client and how your client can be a resource for them and a value to their readers.
5. Focus on Them, Not You
When you get to the table, resist the urge to pitch nonstop. Instead, let the conversation be around them and about them. Ask about their work, what stories they are looking for, how they mine for stories, and what their day looks like. These meetings usually last about an hour, but the insight you gain into their world is invaluable.
It’s About Human Connection
The most important thing to remember is that both sides should let their guard down. Ultimately, you are both just normal individuals who want to help each other succeed at their job.
Building these relationships takes time, but a few connections a year truly add up over time. So next time you are booking a flight, look up who writes in that city, and offer to take them to lunch.