The truth about ‘luck’ in journalism, by Goodness Chibunna

A few years ago, I saw a journalist land a major opportunity that many others had applied for. Her work wasn’t drastically better than everyone else’s. In fact, some of her peers were just as talented. But when the announcement came, people called her ‘lucky’.

She wasn’t.

What they didn’t see were the years she spent consistently sharing her work, engaging with the right people, and staying visible in industry conversations. So when a global media organisation was looking for someone with her skills, her name came up on — not by chance, but because she had made herself known.

This happens all the time in journalism and media. The people who get the biggest opportunities aren’t necessarily the most talented — even though they’re good at storytelling. Often, they are the ones who are seen, remembered, and trusted.

Here are a few things I believe.

1. Luck follows those who stay visible

Talent isn’t enough if no one knows you exist. Editors, recruiters, and grant organisations aren’t searching through hidden corners to find you — you have to show up!

That means publishing your work where people can see it, sharing insights, and being active in the right circles. The more you put yourself out there, the higher the chances of someone thinking of you when an opportunity arises.

2. Consistency builds recognition

It’s not just about showing up once. Posting your work, sharing your expertise, and engaging with others regularly help establish your name in the minds of decision-makers.

I’ve seen journalists ignored for years suddenly get an influx of opportunities — not because they became better overnight, but because they had consistently stayed on people’s radar.

3. Relationships open more doors than applications

Many of the best media jobs aren’t even publicly advertised. They are filled through recommendations.

If you engage with industry leaders, build genuine relationships with journos outside your organisation, and contribute meaningfully to discussions, people will remember you when opportunities arise. You won’t always have to apply — sometimes, your work will speak for itself.

4. Small steps lead to big breaks

That panel discussion you spoke at? That thread you posted on X? That guest article you wrote? They may seem small, but they put you in front of the right people.

Most ‘big breaks’ happen because of a series of smaller steps that made someone’s name familiar.

5. People will call it luck — let them

The journalists who get international gigs, major fellowships, and career-changing grants aren’t just lucky. They’ve done the work. They’ve stayed visible. They’ve shown up when it mattered.

So instead of waiting for luck, create it!

✅Show your work.

✅Engage with your industry.

✅Stay consistent.

When the right opportunity comes, it won’t be by chance — it will be because you made it impossible to be ignored.