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5 Tips to Pitch Jeena Sharma of Morning Brew

5 Tips To Pitch Jeena Sharma Of Morning Brew

On Season 2, Episode 106 of Coffee with a Journalist we spent a few minutes talking with Jeena Sharma, a retail reporter at Morning Brew covering retail and consumer trends. 

Prior to joining the team at Morning Brew, Jeena was a fashion, beauty, and culture writer at Nylon as well as a freelance journalist for news publications such as InStyle, Observer, WGSN, The Guardian, and VICE. Refer to the 5 tips below directly from Jeena about how you can work with her and pitch her effectively. Head to the OnePitch YouTube to watch Jeena’s videos with insights about her pitching preferences, her advice for working with sources, and more.

Have a B2B Focus

Right off the bat, Jeena clarifies unanswered questions regarding Morning Brew’s coverage. She mentions the publication, and corresponding newsletters, are either B2B or B2C focused. Each focuses on different aspects of the industry from different perspectives.

A few of the newsletters she mentions that are B2B focused are Retail Brew, Marketing Brew, Emerging Tech brew, and HR Brew.


Read Her Work

While this tip is and will always be expected of PR professionals in this day and age, it’s still something that journalists including Jeena feel is being missed. She mentioned:

“I try to respond to pitches I think that seemed like it’s coming from a person either that I’ve worked with before, or it’s a pitch where it feels like the PR person who’s pitching to me has actually read the work that we do because sometimes they can be so off base. So usually, I respond to that. Like the other day, I got a pitch from someone who is like this ex detective who now investigates fake reviewers on Amazon, and I was like, “What do you think I write about? Because that’s not what we cover.”


Subject Lines = Straight to the Point

During one of her videos, Jeena goes into detail about subject lines that catch her attention and that are relevant to her beat. Word for word she says to keep them straight to the point. One example of a subject line she shared with us was about a beauty brand raising funding AND the subject line mentioned the word “embargo.”

Jeena went on to say she does not like nor will she open/read subject lines that are closer to two sentences long. From our research, we’ve found that subject lines with 5-10 words perform best for nearly all journalists.


Don’t Bury the Lede

Some may call it a “lead” while others refer to it as “lede.” Either way, the point of this is not to hide the most important part of your pitch underneath lines and lines of text. For most journalists, this is a common mistake PR professionals make when they craft pitches.

Jeena goes on to say:

​​”If I don’t think it’s interesting, I’m not going to write it. You trying to pitch it as something entirely else, which happens a lot, is not going to help.”


Think About the Angle

When asked about how she comes up with new stories, Jeena mentions her inspiration comes from all different perspectives including pitches.

“I try not to be reactive because I feel like that’s a lot of people that are already doing that. I tend to usually look at what’s going on around me.”

When you’re coming up with a unique angle to pitch to a journalist, more often than not it will catch their attention because they are seeing this for the very first time. Think about how to craft different angles by examining the main news story and the various perspectives others have already written about.




There are numerous ways you can pitch and build a relationship with a reporter. For Jeena, it comes down to most of the same basic principles that other journalists follow. Make sure you tailor your pitch to her, make it personal, make it relatable, and ultimately make sure it’s relevant to her beat.

If you didn’t have a chance to listen to Jeena’s episode, click here to listen and view notes from the episode, and check out her Relationship Building Tips video on YouTube.

Jered is the co-founder, COO and support manager at OnePitch. He handles operations for OnePitch; along with strategy, support, business development and hiring. He studied Communications with an emphasis in marketing at Cal State University Long Beach. In his free time, he enjoys surfing, eating cheap street food, cooking, and exploring the outdoors.

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