In this edition of our Reporters on the Record series, we spoke with Sam Boughedda, Market Reporter at Investing.com.
In our conversation with Sam, we learn how his unconventional path from IT engineering led him into financial journalism, why building relationships and trust is key to uncovering compelling stories and what makes a concise, relevant PR pitch stand out.
How did you get your start in financial journalism?
I didn’t navigate the usual route that I suspect most go down (studying journalism at university or starting young at a professional news desk). I was previously working as an IT hardware engineer in London when a friend told me about financial markets and investing. After many, many hours of reading and learning, I realised it was an industry I wanted to be in.
After that, I started ghost-writing part-time for small websites covering the markets. This helped me build a solid catalogue of work before I then got opportunities at more established outlets. From there, my skills improved, and my experience grew.
What types of stories are you most passionate about covering and why?
Those that take some work. Not necessarily that it’s a long piece or that the mechanics are complicated, but stories where it has taken time to develop a relationship and build trust in order to get the finer details of a story.
A lot of financial news nowadays is reported from the same source at the same time, and with AI, the speed edge has somewhat disappeared. The stories I prefer are the ones where I have developed a relationship and I’ve been provided with further information or insights that will provide more value to readers.
What is something in your journalism career that you are proud of?
I wouldn’t point to any one story. I would highlight the journey itself. Reaching the level I have (however small it may seem from the outside), without a journalism background, is something I am proud of.
Whether that is due to luck, skill, or something else, I don’t know!
From your perspective, what makes for a truly compelling story pitch?
For me, a pitch that is straight to the point is best. If I receive a short email that tells me everything I need to know within a few sentences, I will more than likely be able to reply straight away.
All I need to know is what the story is, why it matters, and what’s on offer. If I have to read several paragraphs of context before finding out what’s actually being announced, the pitch has already lost.
What can PR practitioners do to build stronger relationships with journalists over time?
Primarily, understand the journalist they are talking to and the types of stories they cover. Furthermore, understand how the journalist and their publication work.
While that sounds obvious, most don’t do it, as I receive emails offering coverage of companies well outside anything I write about, or pitches for industries and markets that I am nowhere near. As a result, it makes the next email from that person easier to ignore.
Those who build real relationships send things that actually fit what I cover (even if they sometimes stray outside of it once that relationship has developed). They do that even if that means sending less.
What has been one of the biggest challenges you’ve faced as a journalist?
I’ve had to learn the job from the ground up, so I’ve got things wrong along the way (and still do). The learning hasn’t really stopped, and I still do feel that imposter syndrome sometimes.
I am still learning something most days, whether that’s improving my writing skills or finding a better way of approaching a source.
What is your advice to those looking to get started in journalism?
Build the groundwork and just get started somewhere, no matter how small. Put your hand up for even the smallest of jobs. One thing I believe is important is building a reputation of reliability and consistency among colleagues and your wider network. This should helpfully lead to further opportunities in future.
Work hard, and accept that a lot of the work won’t always pay off immediately.