25 Journalists You Should Follow for PR Opportunities
Think of your social feeds as a boisterous cocktail party where every conversation could spark a headline. Some guests ramble, others whisper scoops, but a savvy Digital PR pro knows exactly whom to sidle up to for the good stuff. The twenty-five journalists below consistently break news, shape trends, and tweet call-outs that can catapult your pitch from inbox obscurity to prime coverage. Ready to expand your media Rolodex? Let’s mingle.
Why the Right Journalists Matter
Reporters do far more than relay facts. They set agendas, spotlight hidden issues, and decide whose quote makes the evening rundown. When you understand a journalist’s beat, tone, and publishing rhythm, you tailor pitches that feel like a favor rather than a favor request. Instead of pleading for attention, you become the helpful source they reach out to first.
How to Engage Without Becoming “That PR Person”
Start by reading more than you write. One context-free pitch can send you straight to the spam folder. Offer exclusive data, images, or expert commentary that fits a reporter’s established focus. Keep subject lines clear and timely; pun-heavy wordplay is a gamble on busy mornings. When an article goes live, amplify it—public appreciation shows you value their work, not just your brand’s name in lights.
The Journalists
Kara Swisher — New York Magazine / Pivot
Tech’s sharpest tongue balances insider scoops with bold commentary. Swisher’s social feed flags executive moves and industry politics long before press releases hit wire services. When pitching emerging gadgets or policy reactions, timing your outreach alongside her weekly podcast chatter pays dividends.
Taylor Lorenz — Independent Internet-Culture Columnist
Covering creators, platforms, and influencer economics, Lorenz spots the meme storms before they reach the mainstream forecast. If your story touches social trends, creator partnerships, or digital livelihoods, her timeline is essential reconnaissance.
Lester Holt — NBC Nightly News
As the steady anchor guiding a national audience, Holt highlights issues with broad social impact. Data-driven human stories and authoritative expert voices meet his standard. Visual assets help his team package the segment.
Astead W. Herndon — Vox
Recently stepping from front-line reporting to editorial leadership, Herndon directs nuanced political coverage with an eye for voter reality checks. Election-related data and policy explainers slot neatly into his editorial calendar.
Helen A. S. Popkin — Forbes
Popkin’s curiosity for consumer tech can launch unknown gadgets into weekend-shopping wish lists. She favors products with clear use cases, honest specs, and a dash of wit.
Dan Seifert — The Verge
Mobile hardware loyalists rely on Seifert’s measured reviews. Pitch him with real-world benchmarks, design innovations, and shipping details; theatrical hyperbole need not apply.
Matt Quinn — CNN Business
Quinn explores how tech reshapes markets and daily life. Pair your pitch with larger economic context so it slots into his analysis of winners, losers, and unexpected wild cards.
Ryan Browne — CNBC
Covering European startups and global tech giants, Browne probes funding milestones that illustrate sector momentum. Clear numbers speak louder than adjectives.
Rosalie Chan — Business Insider
Cloud infrastructure, developer culture, and diversity in tech top Chan’s beat list. She responds well to exclusive workplace data, especially when it highlights under-reported communities.
Ron Miller — TechCrunch
Enterprise software may lack flashy unboxing videos, but Miller makes it compelling. When your SaaS platform genuinely solves a B2B pain point, he’s the storyteller who can validate it.
Anderson Cooper — CNN
Cooper blends nightly headlines with long-form investigations. Stories that merge personal stakes and global relevance catch his producers’ attention.
David Muir — ABC World News Tonight
Muir favors impactful visuals and human angles. Supplying broadcast-ready B-roll or poignant stills positions your pitch above the rest.
Shereen Bhan — CNBC-TV18
Bhan bridges Indian entrepreneurship and worldwide finance, often spotlighting regional innovators eyeing global expansion. Companies venturing into APAC markets should keep her in view.
Robin Roberts — Good Morning America
Roberts channels warmth and optimism. Health, lifestyle, and inspirational business turnarounds resonate with her dawn-breaking audience.
Christiane Amanpour — CNN International
For humanitarian or geopolitical stories, Amanpour brings gravitas. Solid on-the-ground data and credible experts are prerequisites for her platform.
Helen Rosner — The New Yorker
Rosner explores food as culture, politics, and pleasure. Culinary startups that intertwine sustainability with flavor find a receptive ear.
Alex Kantrowitz — Big Technology
Focusing on platform power and advertising shifts, Kantrowitz values clear commentary on algorithm changes and privacy implications.
Nilay Patel — The Verge
As editor-in-chief, Patel frames tech regulation debates for a wide readership. White papers or sharp commentary on policy ripple effects suit his columns.
Emily Chang — Bloomberg Technology
From her anchor desk, Chang profiles innovators shaping tomorrow’s headlines. Tie your founder’s journey to measurable market moves to secure airtime.
Ina Fried — Axios
Fried’s “Axios Login” newsletter distills complex policy and chip-sector news into snack-size breakthroughs. Brief, bulletproof insights fit her format.
Erin Griffith — The New York Times
Tracking venture capital’s ebb and flow, Griffith appreciates hard data on funding rounds and founder trends. Transparency beats buzzwords here.
Sarah Frier — Bloomberg Businessweek
Frier dives into social-media power struggles and behind-the-screen dramas. Leaked platform research and whistleblower insights often seed her features.
Jessie Willms — Fast Company
Covering design thinking and sustainable innovation, Willms highlights products that balance form, function, and planet.
Alex Heath — The Verge
Heath regularly breaks Meta and Apple news. Augmented reality or AI advancements, when contextualized within broader industry moves, pique his interest.
Issie Lapowsky — Independent Technology Policy Reporter
Regulation and antitrust are Lapowsky’s playground. Expert voices who translate legislative jargon for everyday readers help shape her explanatory pieces.
Turning Follows into Features
Start by bookmarking recent articles from each journalist. Note recurring segments, favored sources, and posting cadences. Set calendar reminders for weekly newsletters or podcast drops; pitching soon after a reporter flags a need can turn you into a lifesaver. On social, contribute meaningfully by answering their open questions, sharing charts, or clarifying complex data—brevity beats a thread of textbook quotes. Over time, you’ll graduate from cold emailer to trusted collaborator.
| Step | What to do | Why it works | Quick example |
|---|---|---|---|
| 1) Study their recent work
Start with context, not a pitch.
|
Bookmark 3–5 recent pieces and note recurring topics, formats, and sources. | You tailor outreach to their actual beat and tone (reduces “off-topic” rejection). | “They write weekly on creator monetization + platform policy changes.” |
| 2) Track their rhythm
Timing is a multiplier.
|
Set reminders for newsletters, podcasts, or recurring columns—pitch right after a need appears. | Your pitch arrives when they’re already thinking about the topic. | “Reaching out 2 hours after their call-out beats a cold email on Monday.” |
| 3) Engage publicly (briefly)
Be useful, not loud.
|
Reply with a relevant chart, a clarifying stat, or a crisp answer to their question. | You show value without demanding anything (builds familiarity and trust). | “Here’s a one-chart breakdown of the trend you mentioned—source linked.” |
| 4) Pitch with assets
Make it easy to publish.
|
Offer exclusive data, expert quotes, images, or a strong customer story—tied to their beat and format. | Reporters pick stories that come with proof and packaging. | “Exclusive dataset + 2 bullets + 1 expert available today.” |
| 5) Follow up like a human
One clean nudge beats five pings.
|
Send one short follow-up with a new datapoint or angle. Then stop. | Signals professionalism and respect for their inbox. | “Adding one new stat; happy to tailor for your next piece.” |
| 6) Reinforce the relationship
Be a partner after the post.
|
Amplify the article, thank them, and keep sending occasional relevant insights (even without a pitch). | You become a reliable source, not a one-time requester. | “Shared on socials + sent one follow-up idea for next month’s theme.” |
Conclusion
Journalists are the DJs of public discourse, spinning the tracks that guide public curiosity and brand reputations alike. Follow them with intention, engage them with respect, and serve them stories that delight their audiences. Cultivate those relationships tweet by tweet, email by email, and your next headline will feel less like luck and more like the natural result of a well-tended professional friendship.
With over a decade of experience in digital marketing, Sam has made a lasting impact across a wide spectrum of clients—from nimble startups to Fortune 500 giants. His impressive track record includes collaborations with major names like NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, and Amnesty International. As a seasoned technical SEO and digital marketing strategist, Sam leads both paid and organic operations, overseeing SEO services, link-building campaigns, and white-label partnerships with a focus on driving exceptional results. A respected voice in the industry, Sam is a regular speaker at the Search Marketing Expo (SMX) conference series and has shared his insights on the TEDx stage. Today, he works closely with high-end clients across a variety of industries, developing tailored strategies that maximize SEO ROI through the smart fusion of content marketing and link building.
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