5 Reasons Every Journalist Needs to Post on LinkedIn (And What Content Works Best)

Your best source is someone who already knows your name.

Cold-pitching sources is painful. You send fifteen emails, get two responses, and one of them says "no comment." Meanwhile, the reporter across town gets a DM from an insider who says, "I've been following your coverage and I have something you should see."

What's the difference? That reporter has a LinkedIn presence. They post about their beat. People in the industry know who they are and what they cover.

1. Sources Find You Through Your Content

When you regularly post about your beat — sharing your published stories, commenting on industry developments — you become known as the reporter who covers that space. And when they have information worth sharing, they reach out to you.

The more you post about your beat, the more your network fills with exactly the kind of people who become sources.

2. Editors and Hiring Managers Check Your LinkedIn

The journalism job market is brutal. Your LinkedIn profile is your portfolio's front door. Before an editor reads your clips, they check your LinkedIn. They're looking for evidence that you understand your beat and can build an audience.

3. Your Personal Brand Exists Separate From Your Publication

Your publication's brand is not your brand. Journalists who build a personal brand on LinkedIn have career resilience. They can move between publications, go independent, or pivot careers because their professional identity isn't tied to any single masthead.

4. LinkedIn Posts Can Become Story Leads

Post something like, "I'm seeing a lot of companies in X industry doing Y. Has anyone else noticed this?" and watch what happens. People share examples. They DM you with tips. Your LinkedIn feed becomes a reporting tool.

5. Networking With PR Professionals and Industry Experts

When you have an active LinkedIn presence, PR people know what you cover and what angles interest you. The pitches you get become more relevant over time. And when you need an expert comment on deadline, your LinkedIn network is full of people who can help.

What to Post as a Journalist

• Your published work, with context. Don't just drop a link. Share the backstory.
• Journalism industry observations. You have a front-row seat to one of the biggest media disruptions in history.
• Behind-the-reporting posts. How did you find a source? What was the most difficult part of a recent story?
• Career advice for aspiring journalists. Your experience is valuable to them.
• Takes on media trends. AI in newsrooms, the newsletter boom, paywalls.

The Best Journalists Are Already Doing This

Your reporting speaks for itself. But your LinkedIn presence makes sure people hear it.

Start posting this week. Need a push? Check out 100 LinkedIn post prompts for ideas, and read how reacting to news events builds your LinkedIn presence.