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Become a Media Maven

How to find independent journalists đź‘€

Published over 1 year ago • 1 min read

Remember last month when I said big-name reporters are leaving corporate media?

They’re launching newsletters, podcasts, and platforms of their own.

And that’s great news for you… if you know how to find them.

Here’s how to track down independent journalists who actually care about your pitch:

1. Go Where They Publish

  • Substack → Search newsletters by topics that fit your pitch.
  • Podcasts → Look on Spotify or Apple Podcasts for journalist-hosted shows.
  • Social media → Follow conversations on LinkedIn, Twitter (X), or Instagram where they’re active.

2. Read What They’re Writing

  • Search bylines → Niche articles often lead straight to their personal platforms.

3. Leverage Media Tools

  • Databases → Muck Rack includes freelance and independent journalists.
  • SOS → It’s what HARO used to where independent journalists post queries for sources.

4. Dig Into Industry Newsletters

  • PR resources → Newsletters like Nieman Lab or PR Daily spotlight emerging journalists.
  • Topical newsletters → Look for niche newsletters in your industry where they contribute.

5. Google & LinkedIn Work Wonders

  • Google their name → Their website or socials are usually one click away.
  • LinkedIn searches → Keywords like “freelance journalist + [niche]” will reveal leads.

6. Join Their Communities

  • Online groups → LinkedIn, Reddit (I can’t get over how ugly this site is), or Facebook groups for journalists and PR pros.
  • Events → Attend panels or webinars where independent journalists share insights.

7. Ask Around

The fastest connection? A recommendation.​
​Ask peers or clients if they know journalists covering a certain niche.

8. Support Their Work First

  • Subscribe to their newsletters.
  • Engage thoughtfully with their posts.
  • Leave meaningful comments.

Pitch thoughtfully.

🎄 My one ask for your Christmas list

I’ve shared tips, tricks, and stories with you over the years.

Whether it was a quick insight, a lesson learned the hard way or just a laugh that made your day... I hope I’ve delivered value straight to your inbox.

Now, I have one small ask for your Christmas list:

If I’ve ever helped you in some way, could you leave me a quick Google review?

It takes 30 seconds.
It means the world to me.

(And hey, it’s way easier than wrapping a gift.)

​Here’s the link.​

Thanks for being here and happy holidays!

​
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Become a Media Maven

By Christina Nicholson

Learn step-by-step how businesses are earning media exposure (without ads) from a TV reporter turned PR agency owner every Thursday.

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