For many San Antonio business owners, landing a feature or mention in the San Antonio Business Journal (SABJ) can be a game-changing credibility boost. The publication has a strong local readership among decision-makers, investors, and other entrepreneurs—meaning coverage here can position your brand as a serious player in the market.
But getting noticed isn’t just about sending out a press release and hoping for the best. SABJ’s editors and reporters receive dozens (if not hundreds) of pitches a week. To stand out, you need to understand how they choose stories, what makes a pitch newsworthy, and how to build lasting media relationships.
1. Understand the SABJ’s Audience and Content Style
The SABJ isn’t a general news outlet—it’s focused on local business growth, deals, trends, and leadership moves.
Before pitching:
- Read at least two weeks’ worth of their articles.
- Identify recurring columns like “People on the Move” or “New in Town” that might suit your business.
- Notice their tone: concise, fact-driven, and heavy on measurable impact (revenue growth, job creation, market share).
If your story doesn’t fit their focus, you’ll need to adjust the angle before reaching out.
2. Find Your Newsworthy Hook
Journalists at SABJ look for stories with clear business relevance—not just marketing fluff. Common hooks include:
- Expansion announcements (new locations, new markets, significant hiring)
- Major milestones (revenue thresholds, awards, partnerships)
- Trend connection (how your business reflects or drives a local market shift)
- Community or economic impact (especially with measurable results)
Ask yourself: Why would a San Antonio business leader care about this news? If the answer isn’t obvious, your pitch isn’t ready.
3. Leverage the “People on the Move” Section
If you or someone in your company has a promotion, new role, or notable achievement, SABJ’s “People on the Move” section is an easy entry point for coverage.
- Submit a high-quality headshot.
- Provide a short, clear description of the achievement.
- Avoid jargon—editors don’t want to rewrite your submission.
This isn’t front-page news, but it gets your name in print and starts building your relationship with the paper.
4. Build Relationships Before You Pitch
Cold pitching works sometimes—but warm introductions work better.
- Attend SABJ-hosted events and network with editors or reporters in person.
- Comment thoughtfully on SABJ’s LinkedIn articles to get on their radar.
- If a reporter covers your industry, send them a quick note complimenting a recent piece (without pitching yet).
Journalists remember business owners who engage without immediately asking for something.
5. Craft a Tight, Business-First Pitch
When you’re ready to pitch:
- Use a clear subject line: “San Antonio Tech Startup Expands to Dallas, Adds 25 Jobs” is better than “Exciting News!”
- Get to the point in the first sentence.
- Include concrete numbers and proof of impact.
- Offer a quick quote from a founder or key executive.
Keep the whole email under 200 words, and attach photos only if they’re high quality and relevant.
6. Time Your Pitch Strategically
- Pitch early in the week—Mondays or Tuesdays are best.
- Avoid sending news late on a Friday; it will likely get buried.
- If your story connects to an upcoming event or seasonal trend, give at least 2–3 weeks’ lead time so editors can plan coverage.
7. Be Available for Follow-Up
If a reporter responds, reply quickly—journalists often work on tight deadlines. Have press materials (photos, quotes, fact sheets) ready to go.
Delays can cause them to move on to another source.
8. Think Long-Term
Media coverage shouldn’t be a one-and-done effort. Once you’ve built rapport, keep your contacts updated on major developments—but don’t spam them with minor updates.
If they see you as a reliable, relevant source, they’re more likely to feature you multiple times over the years.
Bottom Line
Getting coverage in the San Antonio Business Journal is about thinking like a journalist, not a marketer. Lead with substance, tie your story to the bigger local business picture, and build genuine relationships with the editorial team.
If you consistently provide useful, timely, and impactful stories, you won’t just earn one feature—you’ll become a trusted name they turn to when they need local business insight.