What Reporters Want (But Rarely Say Out Loud)
Every brand looking to generate media attention has asked it at some point: “What do reporters really want?” We tailor pitches, perfect press releases, and follow up, yet still get silence!
The truth is, reporters are overwhelmed, get hundreds of emails a day, and work against shrinking deadlines and tighter newsrooms. They do not have time to tell you what’s wrong with your pitch, but if they did, here’s what they’d say.
“Get to the Point—Fast.”
Journalists don’t have time for fluff. If your pitch doesn’t tell them why it matters in the first sentence, it’s probably getting archived.
Do this: Lead with the story. Not your brand. Not your background. Make it clear why this story is relevant right now.
“I Need a Story, Not an Ad.”
Reporters are looking for angles that serve their audience—not sell your product. If your pitch reads like a marketing brochure, it's most likely dead on arrival.
Do this: Offer a narrative, insight, or trend, not just a product or announcement. How does your brand tie into a bigger issue? What tension, conflict, or change does it illustrate?
“Make My Job Easier.”
You want coverage. They want speed. The best pitches include interview-ready experts, high-res images, stats, and simple language so that the story practically writes itself.
Do this: Include a quote they can lift directly, and a link to a possible media kit, with bios and visuals (clearly labeled/accredited and copyright-safe).
“Know What I Cover, and When.”
Spraying your pitch to every editor won’t win you a story. And timing matters too.
Do this: Read their last 3-5 stories. Tailor your pitch to their beat (i.e. don’t pitch health trends to a tech columnist). Bonus: check their editorial calendar or publishing cycle—pitch early for evergreen stories, or Monday mornings for newsy angles.
“Give Me Something New (Or Local).”
If your pitch isn’t fresh, local, surprising, or timely, it won’t stand out. Journalists want new data, unique takes, or human angles that haven’t been covered to death.
Do this: Offer exclusive access, a hyperlocal stat, or a counterintuitive insight that challenges the status quo.
“Please Stop Following Up Like a Robot.”
Following up is expected, but too many follow-ups with zero added value feels pushy, not helpful.
Do this: If you haven’t heard back in a few days, follow up once, and include something new: a visual, new stat, or upcoming news peg. Otherwise, assume it's a pass and move on.
Bottom Line: Think Like a Reporter
When you shift your mindset from “I need coverage” to “How can I help this reporter tell a great story?” everything changes. You’ll craft better pitches, build better relationships, and (surprise!) land more coverage.
Ready to start pitching stories that really POP? CLICK HERE.