Securing meaningful earned media in top-tier outlets like Forbes isn’t about sending more emails; it’s about delivering pitches that match exactly what journalists need. At 10Fold, we emphasize “earned-first thinking,” and few reporters reflect the value of that approach more clearly than Megan Poinski, a Forbes staff writer who authors four newsletters for C-suite audiences across multiple industries.
With experience that spans daily newsrooms, political reporting, and deep innovation coverage at Industry Dive, Megan brings the type of editorial judgment PR teams rarely get direct access to. Her perspective offers measurable insight into what makes a pitch stand out: relevance, clarity, timeliness, and a compelling angle tied to real industry conversations.
In the following Q&A, Megan shares how she evaluates pitches, why certain stories break through, and the PR habits that undermine results. For communications leaders and PR practitioners, her feedback is a practical roadmap for earning high-value coverage and matching today’s editorial expectations.
Q&A With Megan Poinski
How do you filter pitches when they land in your inbox?
I try to read pitches within 24 hours, though my inbox competes with reviewing coverage to educate my newsletters. If I haven’t responded after a couple of days, I may simply not have gotten to it yet.
A good number of pitches I receive aren’t relevant to what I write. Some are completely misaligned, for example, generic consumer alerts or Black Friday roundups which might be of interest to a colleague of mine but have little relevance to me. While I sometimes receive very interesting stories on smaller companies who might be coming out of stealth or telling a unique story, for my newsletters I am generally looking for already notable companies, though mid-cap organizations with strong leadership or creative problem-solving can absolutely make compelling stories.
What makes a pitch memorable for you?
A memorable pitch for my specific beat has a clear, well-crafted story that taps into what people are talking about. It’s structured, it has an angle, and it feels timely, not necessarily breaking news, but connected to a real trend. I’m fortunate to have a lot of editorial autonomy. If a pitch hits the right notes, I don’t necessarily need to run it through layers of approval, thanks to my tenure and the trust I am given by my editors. I’ll remember the pitch because it’s focused, relevant, and makes it easy for me to see the story.
Is there a topic you believe deserves more attention?
AI continues to dominate. In fact, in a survey we sent to readers, AI ranked as the top area of interest for every newsletter. I don’t think AI is overhyped; it’s simply central to every industry right now. I also see growing momentum around quantum computing and AI’s impact on manufacturing and operations. Those topics don’t always get as much coverage as the consumer-facing AI conversations.
What makes a pitch bad?
The least memorable pitches I receive have no real angle. “Here’s a topic” isn’t a story. If I must dig to figure out what the actual news or insight is, it’s not a strong pitch. Another red flag is anything completely unrelated to my coverage area. I always try to respond when something isn’t fit, but overly vague or irrelevant pitches stand out and not in a good way.
What’s one thing you wish every PR professional understood?
Communicate with each other before pitching. There are times where I’m pitched the same executive on the same topic by multiple people in the same month, even after I’ve already interviewed them. I’ve even been pitched stories that a different Forbes reporter is actively writing.
Internally syncing avoids duplication, prevents awkward misfires, and ultimately reflects well on both the agency and the client. Know who you’re pitching and what they’re looking for and make sure your team does too.
Turning Reporter Feedback Into Better PR Results
Megan’s approach to storytelling is a reminder that strong media relationships aren’t built on volume, they’re built on relevance, clarity, and respect for a reporter’s time and beat. For PR professionals, her insights offer a clear roadmap for us to bring a real angle, ground your pitch in what matters to executives, and make internal communication a priority before reaching out.
And for companies hoping to earn coverage in outlets like Forbes, it underscores why thoughtful strategy and disciplined pitching matter. When the story is strong and the outreach is smart, the right journalist will see it.
What This Means for Your PR Strategy
Megan’s feedback highlights a growing industry trend: journalists want fewer pitches, but better ones. They respond to narratives rooted in real trends, supported by clear insights, and tailored to the right section of the publication.
Here’s what PR teams and companies should take away:
1. Prioritize narrative clarity
A strong pitch quickly communicates the story, why it matters, and why it matters now. Reporters reward clarity.
2. Align your pitch with real industry trends
Topics like AI, enterprise innovation, and operational transformation continue to dominate editorial calendars. Connecting your pitch to these trends increases your chances of engagement.
3. Focus on quality over quantity
A targeted pitch informed by research and relevance outperforms broad outreach every time.
4. Develop “earned-first” discipline
Center your communications strategy around the angles and insights journalists and their audiences value most.
Whether you’re a company striving for stronger earned media results or a future PR pro looking to grow your craft, Megan’s guidance is a reminder: when your story is sharp and your outreach is thoughtful, the right journalists will pay attention.
If you’re ready to expand your skills, explore 10Fold’s deeper analyses on crafting pitches that break through crowded inboxes and on recognizing the best timing for business press outreach. These resources offer actionable best practices rooted in what today’s reporters actually want.