If you work in PR or media realtions, your job hinges on building strong relationships with the media and effectively pitching stories that catch a journalist’s attention. Pitching to newsrooms can feel like sending emails into a black hole if you're not familiar with what journalists need. To bridge the gap between PR and the media, here are the top 10 things journalists wish PR professionals knew when pitching stories.

1. Do Your Homework

Journalists often receive hundreds of pitches a day. The quickest way for your pitch to be ignored is by sending a generic message that doesn't align with the publication’s audience or focus. Before hitting send, make sure you’ve researched the reporter’s beat and the types of stories they typically cover. If you're pitching to a producer, make sure you know what show they produce and the content they like for their viewers. Customizing your pitch to the journalist's interests shows professionalism and increases your chances of landing a story.

2. Timeliness Is Everything

News is about what's happening now. Journalists are always working under tight deadlines, and pitching a story too late will often lead to it being overlooked. If your pitch relates to an event, a trend, or breaking news, send it early. Understand the news cycle, and if you're tying your pitch to current events, act fast before the story loses momentum. It's important to plan ahead so you're ready to respond to news when it breaks. If news happens on a Monday morning and you don't start planning a response until Monday afternoon or Tuesday, it could be too late.

3. Keep It Short and to the Point

Journalists don’t have time to read lengthy pitches filled with unnecessary details. They need the core story in the first few sentences. Stick to the essential information: who, what, when, where, why, and how. If the journalist wants more details, they’ll follow up.

4. Offer Real News Value

Journalists are looking for stories that are relevant to their audience. Your pitch needs to offer more than just a promotional message for your client—it needs to have real news value. Ask yourself: why would the readers or viewers care about this? How does this story impact the community or industry?

5. Know the Right Time to Pitch

Not all times are created equal in a newsroom. Mondays tend to be slower, so they might be a good day to pitch. On the flip side, sending your pitch late on Friday afternoon may mean it gets lost over the weekend. Also, avoid sending pitches during known high-traffic events, such as elections or major news stories that are already dominating the newsroom’s attention.

6. Visual Assets Matter

Journalists need more than just words—they often require compelling visuals to help tell a story. Including high-quality images, graphics, or video footage with your pitch can make it more appealing, especially for TV newsrooms. If you don't have footage ready to go, offer ideas on how the reporter or photographer can get video footage when they cover your story. Make sure the visuals are relevant and easy to access, but don’t flood the reporter’s inbox with massive files. Provide links to downloads instead.

7. Build Relationships, Not Just Pitches

Pitching is only part of the equation. Journalists value PR professionals who take the time to build genuine relationships, not just those who reach out when they need coverage. Engage with journalists by sharing their stories on social media, offering useful information even when it doesn't directly benefit you, and being a reliable source.

8. Respond Promptly

Journalists often work on tight deadlines, so if they respond to your pitch or ask for additional information, time is of the essence. Delayed responses can mean they move on to another source or story. Be prepared with any extra materials and respond quickly to ensure your story gets the attention it deserves. Pro tip: the best PR sources make sure journalists know they are available overnight. The news cycle is 24/7, with news teams working around the clock. If you want the best chance to get your story on the air, you have to be available when needed.

9. Respect Their Independence

While it’s your job to get coverage for your client, it’s the journalist's job to provide an accurate and balanced story. Respect the editorial process, and don’t push too hard for specific angles or over-the-top positive coverage. Journalists value transparency, so provide them with all the facts and let them tell the story objectively.

10. Follow Up, But Don’t Harass

It's okay to follow up if you haven't heard back, but there's a fine line between persistence and pestering. Give the journalist time to consider your pitch, and if you don’t receive a response after one follow-up, move on. Bombarding them with repeated emails will only damage your reputation and may result in your future pitches being ignored.

🗞️ 🎥

Pitching to journalists requires a mix of strategy, timeliness, and relationship-building. Understanding what the media needs, respecting their time and independence, and offering real value are key to getting your story covered. 

By following these ten tips, you’ll not only increase your chances of securing media coverage but also strengthen your relationships with journalists, making future pitches more successful.

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