When it comes to pitching stories, most PR professionals focus their efforts on weekdays, aiming to land coverage during the busy Monday-to-Friday news cycle. However, the weekend news desk is often overlooked—and that’s where smart PR pros can gain an edge.

Weekend newsrooms operate differently from their weekday counterparts, often with smaller teams, lighter workloads, and a greater openness to unique or timely pitches. Here’s why weekend pitching can be a game-changer for your PR strategy and how you can take advantage of this untapped opportunity.

Smaller Teams Mean Fewer Pitches to Compete With

During the week, newsrooms are inundated with pitches from businesses, nonprofits, and PR firms vying for attention. On weekends, the volume of incoming pitches is significantly lower, giving your story a better chance of standing out.

With fewer staff on hand, weekend producers and editors often have less time to dig through hundreds of emails. A well-crafted, timely pitch delivered on a Saturday or Sunday can catch their eye and make it to the top of the list.

Weekend Newsrooms Look for Easy-to-Produce Stories

Weekend teams usually operate with fewer resources. This means they’re looking for stories that are:

• Easy to produce.

• Visual and engaging for TV or digital audiences.

• Ready to go with minimal effort, such as interview options set up and confirmed in advance, photos, or B-roll.

By providing all the necessary materials, you can make it easy for weekend journalists to pick up your pitch.

Slower News Cycles Offer More Opportunities

Weekend news cycles tend to be less crowded with breaking stories or hard news. This slower pace opens the door for feel-good stories, community events, and human interest features that might be overlooked during the busy weekday hustle.

For example, if your client is hosting a community event on a Saturday or Sunday, pitching it as a timely, local-interest story can increase its chances of coverage.

Bonus tip: newsrooms hardly ever have anything to shoot on Sunday morning. If you can set up an event or interviews for Sunday AM, it may easily get picked up.

Journalists Have More Time to Focus

Weekend journalists and producers often have more breathing room to consider pitches. Unlike weekday teams who are juggling multiple stories and live shots, weekend staff may have more time to evaluate and develop unique angles.

This creates an opportunity to build relationships with journalists who appreciate a well-timed pitch when the inbox isn’t overflowing.

Digital-First Newsrooms Thrive on Weekend Content

Many news outlets prioritize digital platforms, especially on weekends when audiences spend more time online. Social media engagement tends to peak during the weekend, making it an ideal time to pitch stories that will perform well on digital channels.

Consider tying your pitch to trending topics, hashtags, or weekend-specific themes to appeal to digital-first newsrooms.

How to Pitch Successfully on the Weekend

To make the most of this opportunity, follow these tips:

• Be timely: Pitch stories that are relevant to weekend audiences, such as events, human interest features, or feel-good pieces.

• Keep it concise: Weekend staff don’t have time for lengthy emails. Use bullet points and get to the heart of your story quickly.

• Provide visuals: Include photos, video clips, or graphics to make your pitch more appealing and easy to produce. If pitching to a TV station, outline what b-roll opportunities a photographer will have if they cover your story or event.

• Follow up thoughtfully: If you don’t hear back immediately, follow up on Monday with a thank-you note or additional materials to keep the conversation going. If your pitch didn't get picked up, offer to send over photos or videos you took yourself that outlets can use in post-event coverage.

Weekend newsrooms are an untapped resource for PR pros who know how to pitch strategically. By understanding their unique needs and tailoring your approach, you can stand out from the competition and land coverage when others aren’t even trying.

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