Getting a story considered by Forbes starts with understanding what journalists actually need.
Many businesses make the mistake of sending a company introduction and asking for a feature. That approach rarely gives a journalist a compelling reason to respond.
A strong Forbes pitch is different. It presents a specific story, explains why the topic matters, provides useful information, and connects the idea to the journalist’s area of coverage.
Whether you are an entrepreneur, founder, executive, consultant, researcher, or industry expert, learning how to pitch a story properly can improve your chances of starting a media conversation.
There is no guaranteed formula for getting published. Editorial decisions depend on the journalist, story, timing, audience, and publication priorities. The goal is to make your pitch relevant enough to deserve consideration.
What Is a Forbes Story Pitch?
A story pitch is a short message sent to a journalist or editor proposing an idea they may want to cover.
The pitch is not the article itself.
You are giving the journalist a reason to investigate the subject.
A pitch might introduce:
A new industry trend
Original research
A business development
An expert perspective
A significant market change
A founder story
Consumer behavior data
A technology development
An unusual business lesson
The strongest pitches focus on the story rather than simply promoting the person or company behind it.
Research Forbes Before You Pitch
Before contacting anyone, understand what Forbes is publishing in your subject area.
Read recent articles related to your topic.
Look for patterns in:
Topics
Headlines
Sources
Experts
Industries
Story formats
Current trends
Questions journalists are exploring
This research helps you avoid pitching an idea that has already been covered repeatedly.
It also helps you identify journalists whose coverage matches your story.
Find the Right Forbes Journalist
Sending your pitch to the wrong person can waste an otherwise good opportunity.
A technology journalist may not cover your marketing story.
A finance reporter may not be interested in your startup culture article.
A business journalist may have a completely different beat from an entrepreneurship writer.
Look at the journalist’s recent articles before contacting them.
Check:
Their current subject area
Recent stories
Professional bio
Topics they frequently cover
Types of experts they quote
The closer the match, the stronger your pitch can be.
Choose a Newsworthy Story
Your company is not necessarily the story.
For example:
“We launched a new digital marketing service.”
That may be important to your business, but it does not automatically provide a strong editorial angle.
Instead, consider the larger issue.
For example:
“Small businesses are changing their marketing strategies as customers increasingly use AI tools during product research.”
Now there is a broader topic.
Your company may have data or expertise that helps explain the trend.
Find the Bigger Angle
A strong pitch connects your specific information to something larger.
Your company might have noticed:
A change in customer behavior
A new technology trend
An emerging market problem
A shift in consumer expectations
A change in business strategy
A new regulatory issue
An unexpected industry development
The journalist can then decide whether your information belongs in a broader story.
Make the Story Timely
Timing is one of the most important parts of media pitching.
Ask yourself:
Why is this story relevant now?
Maybe there was a recent announcement.
Perhaps new research was released.
A technology has suddenly become popular.
Consumer behavior has changed.
A regulation has been introduced.
An industry event has created new discussion.
A story with a clear connection to something happening now is easier to position than a topic with no obvious timing.
Provide Something New
Journalists already have access to enormous amounts of information.
Your pitch should offer something they cannot easily find elsewhere.
That could be:
Original data
A new survey
Expert analysis
First hand experience
A unique case study
Industry research
A new development
An unusual perspective
A useful prediction supported by evidence
Ask yourself:
What is new here?
If you cannot answer that question, the pitch may need a stronger angle.
Build a Clear Story Hook
Your story hook is the reason the journalist should care.
For example:
“New survey reveals how small businesses are changing their use of AI.”
“Startup founders are changing hiring strategies as remote work evolves.”
“New consumer data shows a shift in how customers compare financial products.”
A good hook should be understandable quickly.
Avoid vague language.
Write a Strong Subject Line
The subject line determines whether your email gets attention.
Avoid generic subjects such as:
“Media Opportunity”
“Story Idea”
“Company News”
“Feature Request”
“Please Publish Our Story”
Instead, communicate the actual story.
Examples:
New research reveals how startups are changing AI spending
Expert insight on the next phase of ecommerce growth
New data shows a shift in small business hiring
Keep the subject line clear and specific.
Keep the Pitch Short
Journalists are busy.
Your first email should not contain your entire company history.
A concise pitch can include:
The story
Why it matters
Supporting information
Your expertise
A simple next step
You can provide additional information if the journalist expresses interest.
Start With the Story
Do not spend the first paragraph explaining your company.
Start with the reason you are contacting the journalist.
For example:
“I saw your recent coverage of AI adoption among small businesses. We recently completed a survey of 600 business owners and found that many are shifting from experimentation toward structured AI workflows.”
Now the journalist immediately understands the potential story.
Explain Why You Are Relevant
After introducing the story, explain why you can contribute.
For example:
“I work with small businesses on technology adoption and have analyzed the survey results across several industries.”
This is more useful than writing:
“I am the CEO of an innovative and industry leading company.”
Focus on expertise rather than marketing language.
Offer Evidence
A journalist may need more than an opinion.
Provide useful evidence such as:
Research
Statistics
Examples
Case studies
Industry observations
Customer trends
Public data
If you mention original research, explain what it measured and how it was conducted.
Credibility matters.
Avoid Unsupported Claims
Do not write:
“Everyone is using AI.”
“Millions of businesses are abandoning traditional marketing.”
“Our research proves that AI will replace most marketers.”
Unless you have strong evidence, these statements are difficult to defend.
Use precise language.
Explain what your research actually shows.
Make Your Pitch About the Audience
Think beyond your company.
Ask:
Why would a Forbes reader care?
What problem does this story explain?
What can readers learn?
What decision could this information help them make?
This mindset changes your pitch from promotional copy into a potential editorial story.
Personalize the Pitch
Avoid sending the same email to dozens of journalists.
You do not need to rewrite everything.
Simply make the connection clear.
For example:
“I read your recent article about startup hiring and thought our latest research might be relevant to the topic.”
That demonstrates that you understand the journalist’s work.
Do not use artificial compliments.
Give the Journalist a Simple Next Step
Do not end with a complicated request.
You can say:
“I would be happy to share the research.”
or:
“I can make myself available for an interview.”
or:
“I can provide the underlying data and methodology.”
Make it easy for the journalist to decide what happens next.
Example of a Forbes Story Pitch
Here is a simple example.
Subject: New research reveals how small businesses are changing AI adoption
Hi [Journalist Name],
I read your recent coverage of how small businesses are adopting AI tools.
We recently surveyed 600 small business owners and found that many are moving beyond experimenting with individual AI tools and are beginning to integrate them into repeatable business workflows.
I work with small businesses on technology adoption and can provide the full research, methodology, and practical examples of how companies are approaching this shift.
If you are working on a related story, I would be happy to share the findings or provide expert commentary.
Best,
[Name]
The pitch works because it gives the journalist a potential story, evidence, expertise, and an easy next step.
What Not to Include in Your First Pitch
Avoid overwhelming the journalist with:
Long company histories
Multiple attachments
Large press releases
Dozens of links
Full product brochures
Unrelated awards
Generic testimonials
Excessive company descriptions
Aggressive sales language
Your first email should open a conversation, not become a complete marketing presentation.
Do Not Ask for a Guaranteed Forbes Article
Avoid phrases such as:
“Can you guarantee a Forbes feature?”
“How much does it cost to publish this?”
“Please publish our company on Forbes.”
“I need a Forbes article.”
A journalist’s role is not to sell editorial coverage.
Instead, present a legitimate story and allow the journalist to decide whether it fits their coverage.
Do Not Confuse Paid Content With Earned Coverage
There are different ways businesses can appear in major media environments.
These may include:
Editorial coverage
Sponsored content
Advertising
Contributor publishing
Membership related opportunities
PR outreach
These are not interchangeable.
If you are seeking earned editorial coverage, your pitch should focus on the story and the value it provides to readers.
Use Original Research to Strengthen Your Pitch
Research can create a compelling reason for journalists to respond.
Suppose you work in ecommerce.
Instead of pitching:
“We are an ecommerce company.”
You could pitch:
“We analyzed 10,000 online purchases and found a significant change in how customers respond to subscription offers.”
The research creates a news angle.
Your company becomes the source of information rather than the entire story.
Use Expert Commentary
You do not always need a complete story.
Sometimes a journalist already has the story and needs expert sources.
You can position yourself as someone who can explain:
What a development means
Why consumers are responding differently
What businesses should do
What mistakes companies are making
What could happen next
Specific expertise is much more useful than generic claims about being a business expert.
Prepare Before a Journalist Responds
If your pitch succeeds, be ready.
Have your:
Biography
Professional headshot
Relevant statistics
Research documents
Case studies
Credentials
Contact information
Interview availability
ready.
If a journalist requests information, respond quickly and accurately.
Respond to Journalists Professionally
If a journalist asks a question, answer the question directly.
Avoid turning every response into a sales pitch.
Do not send a five paragraph response when two sentences answer the question.
If you do not know something, say so.
Credibility is more important than pretending to have every answer.
Follow Up Carefully
No response does not necessarily mean the journalist rejected your story.
They may be busy.
They may be working on another deadline.
They may not need the story right now.
A brief follow up can be appropriate.
For example:
“Hi [Name], following up on the research I shared last week. We have since added data from another 200 businesses and found a similar trend. Happy to share the updated findings if useful.”
This is stronger than:
“Did you see my email?”
The follow up should provide value when possible.
Know When to Move On
If a journalist does not respond after a reasonable follow up, do not repeatedly email them.
Move on to other relevant opportunities.
You can always develop another story angle later.
Media relationships are long term.
A journalist who does not need your story today may need your expertise on a different topic in the future.
Common Forbes Pitching Mistakes
Pitching the Wrong Journalist
Always research the journalist’s beat.
Making the Email Too Long
Get to the point quickly.
Being Too Promotional
Focus on information rather than advertising.
Offering No New Information
Explain what is original about the story.
Using Generic Subject Lines
Make the story clear from the beginning.
Ignoring Timing
Explain why the topic matters now.
Sending the Same Pitch Everywhere
Adapt the pitch to each journalist.
Asking for Publication
Offer a story rather than demanding an article.
Making Unsupported Claims
Use credible evidence.
Following Up Too Many Times
Respect the journalist’s time.
How to Improve Your Forbes Pitch
Before sending your email, ask these questions:
Is this journalist relevant?
Is the story genuinely newsworthy?
What is new?
Why does it matter now?
What evidence do I have?
Why am I qualified to comment?
Would a Forbes reader care?
Can the journalist understand the idea quickly?
Is my pitch concise?
Am I offering value rather than asking for publicity?
If you cannot answer these questions, improve the pitch before sending it.
How Many Journalists Should You Pitch?
Quality matters more than quantity.
Sending the same pitch to hundreds of unrelated journalists can make your outreach look like spam.
Instead, create a focused list of journalists whose coverage genuinely matches your subject.
Research each person and prioritize the strongest matches.
A smaller list of relevant journalists can be more useful than a massive database of unrelated contacts.
Can a PR Agency Pitch Forbes for You?
Yes, a PR agency can assist with media outreach, story development, journalist research, pitch writing, and follow up.
However, hiring an agency does not guarantee publication.
A good agency should help improve the story and the outreach process rather than promising that a particular journalist will publish it.
How Long Does It Take to Get a Response?
There is no fixed timeline.
Some journalists may respond quickly if your story matches an active assignment.
Others may never respond.
Do not interpret every unanswered email as a judgment on your business.
Editorial priorities change constantly.
What If Your Story Is Rejected?
Use the rejection as feedback.
Ask whether:
The journalist was relevant
The story was timely
The angle was strong
The pitch was too promotional
The evidence was convincing
The story was sufficiently original
You can then improve your next pitch.
A rejected pitch does not mean the underlying idea has no value.
You may simply need a different angle or a more suitable journalist.
Final Thoughts
Learning how to pitch a story to Forbes is less about finding the perfect email template and more about understanding what makes a story useful to journalists.
Start with research.
Find the right journalist.
Develop a specific and timely story.
Provide original information.
Demonstrate your expertise.
Keep the pitch concise.
Avoid promotional language.
Make the value to the reader clear.
Most importantly, do not approach Forbes simply because you want the brand name.
Approach with something worth covering.
A strong story gives a journalist a reason to pay attention. Original data gives them something new to report. Genuine expertise gives them a credible source. And a concise, relevant pitch makes it easier for them to evaluate the opportunity.
There is no guaranteed way to get a story published, but a thoughtful and well researched pitch gives you a much stronger foundation for building a legitimate media relationship.
Frequently Asked Questions
How do I pitch a story to Forbes?
Research relevant Forbes journalists, identify a story that fits their coverage, prepare a concise pitch, explain why the topic matters, and provide useful evidence or expertise.
Can I pitch Forbes directly?
You can research the appropriate editorial contacts and follow the applicable submission or contact processes. Always make sure the person you contact actually covers your subject.
What should a Forbes pitch include?
A strong pitch generally includes a clear story idea, why the topic matters now, supporting information, your relevant expertise, and a simple offer to provide additional information or commentary.
How long should a Forbes pitch be?
Keep the initial pitch concise. The journalist should be able to understand the story and your relevance without reading a long company presentation.
Should I attach a press release?
Not necessarily. A short, focused pitch is often easier to evaluate. If the journalist requests additional information, provide the material they need.
Can I pitch my company directly to Forbes?
You can pitch a company related story when there is genuine editorial value. Avoid presenting a routine company promotion as a major news story.
What makes a story attractive to Forbes journalists?
Relevant trends, original research, significant business developments, expert analysis, unusual experiences, useful data, and timely topics can all provide strong editorial angles.
Should I pitch the CEO or the company?
It depends on the story. A founder may be the expert source, while the company may provide research, data, or a significant business development.
Can I pay Forbes to publish my story?
Paid opportunities and independent editorial coverage are different. If you are considering a commercial placement, verify exactly what type of content and publishing arrangement is being offered.
Can a PR agency guarantee a Forbes article?
No legitimate PR strategy can guarantee that an independent journalist will publish a particular story. A PR agency can improve your preparation, positioning, and outreach.
How often should I follow up?
A professional follow up may be appropriate, but avoid repeatedly contacting a journalist without adding value.
What if the journalist ignores my pitch?
Review your targeting, story angle, timing, evidence, and messaging. Then consider developing a stronger angle or contacting another journalist whose coverage is a closer match.
Can I pitch the same story to several journalists?
Yes, when the journalists genuinely cover the subject. However, customize the pitch so it is relevant to each person’s work.
Should I mention previous media coverage?
Relevant previous coverage can help establish credibility. Keep it brief and include only examples that support your expertise.
Can a small business get Forbes coverage?
Yes. Company size alone does not determine whether a story is interesting. A small business can attract attention through original research, an unusual story, strong expertise, or a meaningful industry development.
How can I pitch a founder story?
Focus on the experience or lesson that has broader relevance. Explain what the founder learned, what changed, and why readers outside the company would find the story useful.
Can original research help a Forbes pitch?
Yes. Original and credible research can provide journalists with new information and a stronger reason to consider a story.
What is the biggest Forbes pitching mistake?
Treating the pitch like an advertisement. Journalists generally need a useful story, credible information, and relevant sources rather than promotional company copy.
Is a Forbes pitch different from a normal media pitch?
The basic principles are similar. Research the journalist, provide a strong story, demonstrate relevance, and keep the message concise. The most important factor is whether the idea fits the journalist’s coverage and audience.