by Rachel Smith
26 September 2014
When you’re new to freelancing, making the editorial connections to get your business off the ground (and to get those regular commissions flowing) can seem like a daunting – nay, impossible, task. How can you get to an editor, build a relationship with them and have it end in work for you? Here are my top tips.
1. Get to know the magazine. Buy a couple of recent issues if you can. Pore over the mag. Know it well before you pitch and include a comment about the mag in your pitch. “I love what you’ve been doing with the XX pages – it’s one of my favourite sections in the mag”. It could be a compliment, or a segue into an idea you’ve had FOR that section, but it shows the editor you know their product and that’s you over the first hurdle.
2. Get the editor’s name right. We’ve mentioned this before and it’s so important to get it right, and address him or her by name. ‘Hi Jane…’ / ‘Morning Peter…’. An email that starts with ‘Hi…’ or ‘Hey…’ because you don’t know their name is just unacceptable and rude when you’re trying to build a relationship with someone. Don’t do it.
3. Make a connection if you can. If you have a mutual contact, it’s fine to mention them. ‘Barry Barlow really enjoyed working with you and he was good enough to pass on your email; I hope you don’t mind my getting in touch with a pitch’ or ‘I’ve been working on XX mag and I know you launched it many moons ago…’
4. Be patient following pitches. We’ve tackled this before on the blog. By all means follow up but give it a week; editors are busy people. Some prefer email follow-ups while others are fine with a call but if you’re going to phone, try to make sure it’s not during a busy time or weekly deadline.
5. Be reliable. If your pitches didn’t make the cut, offer to send more by a certain date/time. “Sorry none of those story ideas hit the mark; I’d love to send you some more ideas in the next two weeks. I’ll be in touch”. Set email reminders, and make sure you stick to your promise to get back in touch with a new pitch.
6. Always make deadline. If you get a commission, this one’s a no-brainer.
7. Keep the editor in the loop if necessary. Sometimes you’ll be working on a story where unforseen things develop – case studies drop out, experts can’t be contacted in time for deadline, a PR product the editor wanted to include is no longer available. A short email letting them know the issue and suggesting solutions during the research/writing process will be far better received than sending a story on deadline day that’s not quite what they wanted.
8. Always thank them for the assignment. A short email along with your invoice is perfect: ‘Thanks so much for the work. I really enjoyed working with this piece and would love to do more for you – I’ll be in touch with a new pitch in the next month.’
9. Connect on social media. Once you’ve pitched an editor or written for them once, it makes sense to stay in contact on social media if they’re on there. Follow him or her on Twitter, or Instagram, like the magazine’s Facebook page and share some of its posts.
10. Send cards at Xmas. I like to acknowledge editors and clients I’ve worked with throughout the year with a Chrissy card. You don’t have to go overboard or send a gift as well – unless you want to do something low-key like chocolates – but it’s a nice way to further connect with the editor and, if they’ve commissioned you quite a bit throughout the year, to thank them again for the work. If you haven’t worked with the editor but have made contact or pitched them, there’s no harm in sending a card simply saying Merry Xmas, wishing them all the best for a nice break and you hope to have the chance to work with them in the future.
What are your tips for creating better relationships with editors and clients?
As a newbie freelancer/former editor, this is a great list. #4 (Patience) is a great one – and one I’m working at mastering!
I’m finding it a handy ‘in’ for print mags to offer services like adding some vid or imagery to go with any pitch I create. Many hats etc…