Pitching for the 2024 Federal Budget?
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Pitching for the 2024 Federal Budget?

With the Federal Budget just around the corner, Telum Media asked senior finance journalists what they want PR professionals to know about pitching during this time.

Ahead of the 2024 Federal Budget, Telum Media asked senior journalists in the finance space for their best advice on making pitches stand out and what PR professionals should be mindful of during this time.

Gemma Acton, Network Finance Editor - Seven Network
We get dozens and dozens of budget-related emails, so you’ll need to say something notably different from the pack to catch our eye. Often, economists’ forecasts and views don’t actually diverge all that much from one firm to the next, so try to find something that tangibly stands out and lead with that - big and bold in the headline and make it the first point in the message body. Pictures always help to make a point - a chart that supports a sharply-worded view wins any day over a long-winded explanation.

Juliette Saly, Presenter / News Director - ausbiz
We are a business and finance-related channel, so I'm looking for pitches that are directly correlated to how our viewers, who are predominantly investors, can make money. What policies has the government announced that might impact ASX-listed companies and what guests do you have that can speak to that? Short, sharp pitches over email are best - we are all time poor. 

Jamie Williamson, Managing Editor - Financial Standard
Let us know ahead of time who is available, what they are able to comment on, and provide their contact details - we don’t want to be slowed down going through PRs. It’s also helpful to know who will be preparing written commentary of their own on the night, so we can receive that as well.
 
Make sure your pitch adds to the conversation. Too often, Budget commentary is simply restating what’s in the Budget without additional insight as to what the measures mean, who is likely to be impacted by them, or whether they’re a good / bad decision by the government. The worst is when companies simply “acknowledge” or “welcome” a particular Budget initiative and advise they’ll have more to say once the Budget is reviewed in full. This is the opposite of helpful, as it offers nothing and clogs our inboxes.

Sarah Megginson, Head of Editorial - Finder Australia
We'll be reporting on the budget announcements live, and perhaps one or two stories the next day on the major topics. If any experts want to contribute commentary, the next day we'll be looking for insights on how everyday Australians are most impacted both positively and negatively.

Jennifer Duke, Economics Correspondent - Capital Brief 
Budget-related pitches need to have serious rigour to get across the line. Modelling, actual budget impacts, and economic forecasts are all welcome. Very specific suggestions about what the government should (and shouldn't) be spending on are helpful too. Surveys of a small group of people are not especially useful, neither is sweeping general commentary.

It would be useful for more PR professionals to prepare their clients to provide comprehensive reaction to specific measures in the evening post-budget and the following morning and to identify this availability in an email ahead of time.

Belinda Grant-Geary, Head of Finance - Yahoo Finance Australia
Yahoo Finance is looking to coordinate a breadth of coverage for the 2024 Federal Budget, from considered analysis and opinion pieces on wider economic issues to explainers and news pieces to address cost of living concerns.

This could include incentives to improve access to health, education, green energy, child care etc. Issues related to wages / work and the housing crisis have been of particular interest to the audience, including barriers to supply, case studies that represent issues faced by tenants, mortgage holders, first-time buyers, and landlords, along with trends observed by professionals in the field.

In the lead-up, freelancers can pitch budget-related explainers or analysis pieces to the Head of Finance at [email protected]. Wider pitches can be presented to the team at [email protected].

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