Practical Tips for PR Managers from journalist Agam Shah

Agam Shah is a lecturer at Arizona State University (ASU) and a journalist with over 10 years of experience covering business, technology, and economics. He has shared several posts on his LinkedIn page offering advice for PR professionals on how to work with journalists so that your pitch gets noticed and your chances of being published increase. We’ve collected the most useful tips:

✅ Don’t oversell in your pitch. Especially in high-tech topics. It’s better to be honest about what your product or development can actually do.

✅ Don’t offer interviews with marketing managers. Journalists want to speak to founders, CTOs, and key developers.

✅ Look for unique stories that help journalists “beat AI.” Personal insights, unconventional approaches, and human-centered narratives are valued more than dry facts.

✅ Don’t switch interviewees at the last moment. If a speaker must be replaced, always agree on the change in advance.

✅ Respect all journalists, even those from smaller outlets. They could be working for NYT or The Information tomorrow.

✅ Edits to articles should always be backed by proof. If you want something corrected, involve technical experts or analysts—corrections without evidence hold no weight.

✅ Press releases that sound artificial = instant rejection. Avoid emails without names or with buzzwords like “win-win” or “best in class.” Keep announcements human and authentic.

✅ Provide numbers and metrics. Real performance data is more valuable than vague claims.

✅ Answer the 5W+H (Who, What, Where, When, Why + How) when preparing your story. Journalists need full context—and yes, the 5W+H formula is still alive and well.

✅ Don’t turn interviews into bureaucratic nightmares. Don’t block access to top management with unnecessary approvals and procedures.

✅ Understand the market impact of your news. Every announcement can influence stock prices, industries, and even geopolitics. Before releasing potentially impactful information, verify all details and make your story as safe and responsible as possible for both you and the journalist.

Agam Shah’s main message: Respect journalists’ time, don’t try to manipulate, and you’ll have a real chance to build long-term relationships and land those coveted publications.