Getting Media Interested in Your News: The 8 Things Your PR Strategist Needs to Get Right

Trying to get your story in the news? The journalists your PR team is reaching out to, or the news desks they’re calling, are likely already sorting through a flood of requests and story ideas. Let’s face it: the public relations space is more saturated than ever. News cycles that used to be 24 hours are now 5 minutes, creating a tougher landscape for stories to be noticed and covered.

So how do you get media interested in your stories, not just opening an email pitch but caring enough to cover them? Here is a quick guide to eight things you can do to break through the noise.

1. Start With What Actually Matters: Newsworthiness
Businesses often assume everything they have to share is newsworthy. The reality is, not everything is. There is a difference between news and marketing, and journalists are not looking to promote products or services; that’s what paid advertising is for. What gets coverage are stories tied to trends, impact, and audience relevance. Journalists prioritize what matters to their readers, not promote brands. So, ask yourself, is this a relevant story, or more of an ad in disguise?

2. Understand What the Journalist Covers
How quickly do you delete an email or scroll past something that isn’t relevant to you? Journalists do the same thing. Your PR person should take the time to research each journalist before pitching; this can be the difference between getting opened or getting ignored. Tools like Cision and Muck Rack help find the right contacts, confirm their beat, and review their recent work. This allows you to tailor your pitch to their audience, saving time for both the journalist and your PR professional. The biggest thing to remember is that this isn’t just about targeting publications correctly; it’s about making sure your story fits what writers and editors care to cover.

3. Build Relationships Before You Need Them
Building on the last tip, if your business wants a real shot at coverage, your PR professional should not wait to contact a journalist when they have a story to pitch; they need to build a connection well before that. Connecting with a journalist before the ask goes a long way, not just for one story, but for future ones too. Relationships matter more than transactions, and journalists can tell when the outreach is solely driven by a need. Comment on their work, be helpful, and be a resource. PR is a relationship business, and when you invest in that, it pays off.

4. Personalize Every Pitch (Yes, every single one)
Journalists can spot a mass email instantly…and they’re quick to ignore it. PRSA also says that 90% of journalists prefer one-on-one emails over mass emails, and 76 % block outreach that isn’t relevant. Show them why they are the right person for your story. Avoid generic outreach and make it clear you’ve done your homework. When a pitch feels intentional and relevant, it stands out. PR works best when it aligns with editorial needs, not when it’s blasted to a list.

5. Make the Story Clear Immediately
Journalists receive thousands of pitches. PR professionals should quickly and clearly convey why the content is relevant and deserves coverage. A pitch’s subject line and opening sentence should immediately communicate value, something your PR team should be prioritizing in every pitch. Don’t make the journalist guess or fill a pitch with fluff. Lead with who, what, and why right away. Keep the content tight with short paragraphs, easy-to-scan formatting, and only what’s necessary. The easier it is to read, the easier it is to say yes. If they can’t immediately understand why it matters, they won’t keep reading.

6. Make It Easy to Cover Your Story and Provide Access (Not Just Information)
Your PR team should not just pitch the story; they should set it up for success. Include everything a journalist needs to move forward quickly: key facts, quotes, data, relevant images, and clear answers to who, what, when, where, and why. And don’t forget access. Make it easy to schedule interviews, provide additional details, or connect with a spokesperson. The easier it is to see and tell your story, the more likely journalists are to pick it up.

7. Time It Right
Timing isn’t always perfect, but it can be strategic. Look ahead at editorial calendars and find opportunities to tie your story into trends, seasonal hooks, planned themes, and current events. Your PR team should be paying attention to how a newsroom works, regarding deadlines, busy cycles, and even the time of day you’re pitching. Is there breaking news that could bury your story? Is your contact even checking emails right now? Smart timing can make or break your pitch.

8. Follow Up: Don’t Spam
Nobody likes a stage 5 clinger, but a thoughtful follow-up is appreciated. One thoughtful follow-up is better than multiple generic nudges. A follow-up isn’t just a reminder; it’s another chance to show why your story is worth their time. Keep it short and simple, update the subject line, and add value if you can. And just like pitching, timing matters here too; Friday at 4 PM probably isn’t your best bet.

Successful coverage of your business’s news requires thinking like a journalist and shifting from a promotional goal to a relevant storytelling angle. Your PR team should focus not only on how to pitch your story, but also on why a journalist would want to tell it. And if you’re not sure where your story stands, or how to shape it into something media cares about, that’s where we come in. Contact S&A for professional PR guidance.