How to get featured in FT: updated for 2026 (UK). The Financial Times does not accept paid editorial. Coverage is earned by pitching specific journalists with stories that match FT’s editorial priorities: international business, finance, policy, and technology. FT pitches convert at low single digits for well-targeted outreach.
Key FT desks in 2026
- Companies (daily corporate news).
- Markets.
- Lex (analytical columns on company fundamentals).
- Alphaville (markets blog with strong following).
- Tech (daily coverage, subscription-driven).
- FT Weekend (feature-led).
- HTSI (formerly How To Spend It, luxury lifestyle).
FT editorial criteria
- International relevance (not just UK-specific).
- Hard numbers independently verifiable.
- Named, cite-able spokespeople.
- Strategic business angle rather than consumer interest.
How to get featured in FT: a practical approach
- Read the section you want to appear in. Spend a few weeks reading the FT desk that covers your sector. Note which correspondents write about companies like yours, what kind of evidence they use and how long their stories are.
- Find a genuinely newsworthy angle. FT stories are built on information: a significant deal, a funding round, results, a market shift backed by data, a regulatory change or a clear view on a big business question. Product launches on their own rarely qualify.
- Bring evidence. Proprietary data, customer numbers, independent research or documents that support the story make an FT journalist far more likely to take it seriously. Be ready to share the underlying figures.
- Pitch one journalist, briefly. A short, personal email that explains the story in two or three sentences and why it matters to FT readers works better than a generic press release. Offer an exclusive where you can.
- Make your spokesperson available. Correspondents work to tight deadlines. A senior, well-briefed spokesperson who can speak on the record quickly is a real advantage.
- Build the relationship over time. Even when a pitch is declined, being a reliable, accurate source makes the next approach easier.
What stops you getting featured in FT
- Small product updates or minor partnerships with no wider significance.
- Stories with no numbers or no named source.
- Announcements already published widely elsewhere.
- Pitches that are clearly marketing copy.
Other ways to be seen by FT readers
Earned coverage takes time. Many UK companies build credibility first through trade titles and national business sections, then approach the FT with a stronger track record. Being quoted as an expert is another route; see our guide on how to get quoted in the FT. If you need coverage on a fixed timeline, ask us about media relations support across other respected UK business publications.
FAQs
Can you pay to appear in FT editorial?
No. FT journalism is editorially independent and cannot be bought. Any paid content the FT runs is clearly labelled as such and is separate from its reporting.
How long does it take to get featured in FT?
There is no fixed timeline. A strong, exclusive story can land within days; building a relationship with a correspondent usually takes months of relevant contact.
You can read the FT’s own coverage of your sector at ft.com before you pitch, so you know how to get featured in FT stories that match its existing agenda.