Every so often, journalists receive requests that begin something like this: “Could you write a piece about our client and get it placed in the Malta [insert major national newspaper or magazine here]?”
I am going to cut to the chase: a journalist can’t just “place” a puff piece about your client in a publication. That’s not how editorial journalism works.
And here is my quick guide on how you can understand about the difference between advertising and editorial.
Editorial vs. Advertising: Two Different Worlds
When a journalist writes for a newspaper or magazine, they’re producing editorial content – stories that are commissioned, edited, and published under the publication’s own direction, that is the editor.
You can sum up the raison d’etre as the public interest the newspaper serves, or say the readership’s niche interests if we are talking of a magazine.
If a journalist writes a flattering feature about your client simply because you asked, and the publication prints it without scrutiny, that would be advertising disguised as news – and reputable media don’t operate that way.
Now, there is a legitimate route for that kind of coverage, but it’s not free.
The Advertorial Option
If your client wants full control over messaging – what’s said, how it’s said, what’s highlighted, what’s left out – they can buy an advertorial: a paid-for article that appears in a publication, usually marked as “Sponsored Content” or “Paid Partnership.”
I say “usually” – many online-only newspapers and other social media-driven content providers in Malta have been shunning this, with paid content appearing as a kind of informative, news item. The only clue that this is a paid story would be in the effusing tone of the article and perhaps a gratifying link for the client.
Because it’s advertising, you can say what you want (within reason and within the publication’s guidelines). The publication provides the space and often a content writer to make it look and feel similar to their editorial tone.
That’s completely legitimate – but it’s not journalism. It’s marketing through a media channel. And what you are buying into is their audience (a similar concept to that of the social media influencer).
When a Story Is Worth Pitching to a Journalist
If your client truly has something newsworthy – a new scientific study or an invention, perhaps even some truly innovative product being imported to the island, something that has cultural impact, or compelling human story – then a journalist might pitch that to an editor.
In that case, the story goes through the editorial process: (1) editors will ask whether the story has public interest; (2) journalists will fact-check and carry out interviews.
The resulting piece is independent, not a sales pitch. And that means that the client must be prepared to answer real questions, not just deliver talking points.
Some may be uncomfortable. That’s the nature of authentic storytelling!
Clients: Pitch Wisely
- Find the story angle. What’s interesting to the public, not just to your company?
- Respect editorial boundaries. Journalists don’t “place” copy – they pitch to editors.
- Be ready for questions. A real story may include challenges or context you can’t fully control. That’s okay. Be authentic.
- Be clear about your goals. If what you want is exposure and control, advertising is the right route. If what you want is credibility and reach, a real story is worth earning.
Journalists are not marketers, and newspapers are not billboards.
A journalist can help tell a story, not write a press release disguised as one.
So ask yourself the simple question: “Do I have a story – or am I just looking for space?” Knowing the difference saves everyone time, money, and credibility.
