All figures below are in Colombian pesos (COP).

This is piece 10 of the series. The pillar guide covers the full menu.

The average journalist gets 80 to 200 pitches per week. They only open ones that look personal, specific, useful. This guide is about being in that 5%.

01 Why press still matters in 2026

  • Authority. A mention in El Tiempo changes how the market sees you. "As featured in El Tiempo" stays on your web for years.
  • Quality backlinks. Links from major media compound SEO for decades. A single El Tiempo backlink can be worth more than 50 guest posts.
  • Pre-built trust. The reader trusts the outlet. By extension, they trust whoever appears there.
  • Other channels activate. A press mention opens doors to podcasts, panels, B2B contracts with big companies.

02 Colombian media map

General / national

El TiempoHighest circulation. Useful sections: Negocios, Tecnósfera, Vida.
Revista SemanaPolitics + business. Occasional Pymes section.
El EspectadorTraditional. Economic + Business sections.
El ColombianoAntioquia leader. Strong Negocios section.
La PatriaCoffee region. Good for regional SMBs.
El Heraldo / El UniversalCaribbean Coast.

Specialized economic

La RepúblicaBusiness and economy. Supplements: Innovación, Pymes, Casas Comerciales.
Revista Dinero (Semana Dinero)Biweekly. Company cases, rankings, founder profiles.
Portafolio (El Tiempo)Economic supplement. Lots of space for SMB stories.
Forbes ColombiaLocal edition. Lists, profiles, growth cases.
Bloomberg LíneaTech, fintech, investment funds.

Sector-specific

  • P&M (Publicidad & Mercadeo): Marketing, advertising, media.
  • Revista Pyme y la Estrategia: SMBs specifically.
  • Revista LID: Business, entrepreneurship.
  • Computerworld Colombia: IT, software, infrastructure.
  • El Mueble: Home, decor, retail.
  • Revista La Barra: Gastronomy, hospitality.
  • Catering Colombia: Food services.

Digital-only / serious blogs

  • Bloomberg Línea Colombia
  • La Silla Vacía (politics, but good for SMBs with public angle)
  • Vorágine (investigation)
  • Revista Cromos (culture + lifestyle)

03 How to find the right journalist

Sending to "info@eltiempo.com" doesn't work. You need the specific person covering your topic.

1

Read 5 to 10 articles on your topic per outlet

Identify who's writing about it regularly. Note names.

2

Verify the journalist's email

Typical Colombia format: name.lastname@outlet.com. Verifiable on LinkedIn, Twitter/X bio signature, or sites like Hunter.io.

3

Follow them on social

X/Twitter is where journalists live. LinkedIn second. Know their voice before pitching.

4

Engage genuinely before asking

Comment on their posts. Share their articles. When you ask, don't be a complete stranger.

04 The angle, not the press release

Journalists don't need your SMB's press releases. They need stories. Your SMB can be the example inside a bigger story.

Angles that work

Trend with data"40% of Medellín SMBs use WhatsApp as primary sales channel. Here's how X is doing it."
Impact case"This dental clinic bills 3x more since switching from traditional to Invisalign. Story behind."
News reactionGovernment announces X. You're an X expert. Offer comment in 24h.
Anniversary / milestone"10 years in Medellín, 10,000 customers". Only if the figure is real and meaningful.
Localized innovation"How this Colombian SMB adapts AI to solve local problem."
Controversy + positionControversial sector topic + your well-grounded position. High risk + reward.

05 Pitch template that works

Subject: [Specific, 6-10 words. State angle, not product] Hi [Journalist name], I saw your article on [specific recent topic] and thought [specific observation]. I'm writing because [a story angle that might interest you, in 1 sentence]. Relevant data: - [Data point 1 with number] - [Data point 2 with number] - [Data point 3 that's visual/quotable] I'm [your role], and I've been [X years] doing [activity]. I've spoken with [credibility context]. Useful? I can send more info, or do a 15-minute call. [Your name] [Email + WhatsApp] [Short link to your LinkedIn or site]

Pitch rules

  • Under 200 words total.
  • No heavy attachments (link to press kit on your site if needed).
  • No "P.S. we also sell...".
  • One story per email. Not 3 ideas in one.
  • Monday to Thursday, 8 to 10am. Friday dies.

06 Minimum press kit

A page on your site (URL like yourdomain.com/press) with:

  • Short founder bio(s) (2 to 3 paragraphs each).
  • Short company bio (1 paragraph + key data).
  • High-resolution photos (founders + product + office).
  • Logo in SVG and PNG.
  • 3 to 5 ready angles or "story ideas".
  • Statistics or "fact sheet".
  • Previous press mentions (if any).
  • Direct press contact (email + WhatsApp).

07 HARO, Qwoted, and alternatives

HARO (Help a Reporter Out) is the service where journalists post what sources they need. Some alternatives:

  • Connectively (ex-HARO): Largest. Mostly English.
  • Qwoted: Similar, higher journalist quality.
  • SourceBottle: Australia + UK but growing in LATAM.
  • Help a B2B Writer: More B2B niche.
  • Journalists on X/Twitter: Hashtag #JournoRequest, #prensa, #PeriodistasColombia.

For Colombian media, the best is still 1-on-1 outreach.

08 Op-eds and columns as a backdoor

If your pitch doesn't work as news, offer it as an op-ed.

Why it works

  • Editors always need to fill editorial space.
  • A well-written opinion on a current sector topic is very welcome.
  • Positions you as expert and gives a natural backlink.

How to write an op-ed

  • 600 to 1,000 words.
  • Clear thesis in the first paragraph.
  • 3 to 5 support points with data.
  • Conclusion that calls to action or invites reflection.
  • Short bio at end with link.

09 Building journalist relationships

The first pitch rarely converts. Journalists work with sources they know.

1

Be useful without expecting anything

When a journalist writes something good, tell them. Share. Comment with added value.

2

Offer context, not your own stories

"I saw you're writing about X. I have sector data that could add dimension, no obligation to name me." Builds goodwill.

3

Respond fast when they ask

Journalists have tight deadlines. Whoever responds first gets quoted.

4

Be a gold quote

Short, quotable phrases with metaphor or number. Practice. Good quotes go viral inside the newsroom.

5

Maintain post-publication

After the mention, thank, share, mention in your newsletter. Keep the journalist in your rolodex.

10 Mistakes that burn you for good

1

Sending mass press release

Same email to 50 journalists. They spot it in 5 seconds. They hold it against you.

2

Asking to approve the article before publication

Insults the journalist. Professionally, it's not done.

3

Calling to "make sure they got it"

If they don't respond in 5 days, assume they're not interested. Insisting kills the relationship.

4

20MB attachments

Email filters delete them. Use Drive link or press kit on your site.

5

Complaining if the article doesn't mention your product

Journalist decides. Complaining burns the relationship forever.

6

Pitching the same to 10 outlets same day

If two cover, both know it wasn't exclusive. One story, one outlet.

7

Trashing competitors in the pitch

Immediately disqualifies you. Be positive, let data speak.

11 90-day plan

Month 1: Preparation

  • Map 20 relevant journalists for your sector.
  • Build press kit on your site.
  • Identify 3 to 5 possible story angles.
  • Start following, commenting, sharing content from those journalists.

Month 2: First outreach

  • Send 5 pitches to 5 different journalists with different angles.
  • Sign up for Connectively/Qwoted and respond to 3 to 5 queries/week.
  • Write first op-ed draft and pitch to 2 outlets.

Month 3: Iteration and building

  • Analyze responses: which angle worked best.
  • Send next round of 10 pitches, refined.
  • Cultivate the 2 to 3 relationships that responded.
  • Target: 1 to 3 quality mentions in 90 days.

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