Is How to get in Business Insider at the top of your wishlist? Has everything you’ve stumbled upon so far involve handing over thousands of pounds or emailing a generic email?
Perhaps you’ve even had the classic DM offering to feature you in a Business Insider article and you’re tempted (yep, that’s a scam!)
As a PR who has helped hundreds of business owners get in lots of publications, I wanted to use today’s blog post specifically about Business Insider as I know it’s top of everyone’s agenda. So let’s breakdown how I got three on my clients into Business Insider, so you can take these strategies and learn from them.
It might seem as if it’s easier for me to say, as someone who works in PR full-time, but you don’t have to work with me 121 to get these results: I’ve helped people in my PR implementation membership, The Momentum Media Club, get into Business Insider too!
So let’s break down, the strategies that have worked for me to get clients in Business Insider.
How to get featured in Business Insider: Business Insider isn’t just business stories
The name is doing you a disservice. Yes, Business Insider covers markets and tech and the C-suite but a huge amount of its content is real, human, everyday stories that just happen to sit under a business-shaped masthead. Personal essays and as told to pieces are often your way in. Stories about money, work, family, and identity, told through one person’s lived experience rather than a spreadsheet.
If your story has a clear personal angle, something happened to you, you noticed a pattern in your own life, you made a decision that goes against the grain, don’t rule out Business Insider just because you’re not pitching “business” in the traditional sense. Think outside the box. The brief is wider than the name suggests!
A great example of this in action is journalist Lauren Crosby Medlicott. She writes a lot of personal, everyday stories that connect to bigger, relatable movements, things like changing attitudes to relationships, the rise of side hustles in midlife, perimenopause, and family life. None of those are “business stories” in the traditional sense, but they all found a home at Business Insider because they were genuinely relatable and tied to something bigger than one person’s individual experience. If you can frame your story the same way , personal, specific, but plugged into a wider trend then vyou’re in with a real shot.
How to get featured in Business Insider: Use LinkedIn to find the right journalists
Here’s a tactic that doesn’t get talked about enough: LinkedIn is full of Business Insider journalists! Posting about what they’re working on, what they’re looking for, and sometimes even putting out direct callouts for sources. Checkout my journalists to follow on LinkedIn guide for more info.
Rather than guessing who covers what from bylines alone, spend some time on LinkedIn searching for Business Insider journalists in your topic area. Follow them, engage genuinely with what they post, and keep an eye out for posts where they’re explicitly asking for case studies or contributors. It’s one of the most direct routes into the publication, and it’s far less crowded than a generic inbox pitch.
How to get featured in Business Insider: Pitch the Power Hour column
If you want a specific, named target rather than a vague “I’ll pitch someone at BI” plan, look at Power Hour. It’s one of Business Insider’s recurring franchise columns, and it’s built around a personal look into the daily routines of senior people , how they structure their day, what their morning looks like, the habits and rituals behind how they work.
Because it’s a franchise column, it needs a constant stream of new people to feature which means the editors behind it are actively looking for fresh sources, not just waiting for the perfect pitch to land. If you (or your client) genuinely has an interesting daily routine , something a bit different, a bit specific, with real detail rather than generic “I wake up at 6am and drink water” answers .
Want some more insight? I go through more of your burning PR questions for 2026 ,including how to land a column, in my podcast. Listen to it here.
The takeaway
Business Insider rewards people who pitch beyond the obvious. Look for the personal angle in your story, find the actual humans behind the byline on LinkedIn, and consider a named column like Power Hour rather than hoping for a general feature. It’s a publication with more room for real, relatable stories than most people assume , you just have to know where to look.