Get more of your agency’s stories placed with these best practices.
In the history of marketing and public relations, few tools have been as important as media pitches. Historically, well-written pitches to journalists have been a reliable way to unlock earned media attention and publicity. Of course, pitching journalists in 2025 looks different than it used to. Rapid advancements in technology and shifts in the news industry have transformed the media landscape, rendering many of the old methods obsolete. Market changes in the news industry have completely reshaped media relations as well, creating new pressures for those who want to get their stories placed. Let’s break down how you and your agency can navigate this complex landscape effectively and start gaining more valuable coverage.
Pitching Journalists: A Brief History
To properly contextualize how you can effectively pitch journalists today, it can be helpful to take a brief look back at what was once best practice. In the 1980s and 1990s, media relations often relied heavily on cold calls and faxed press releases to reach journalists. In the 2000s, however, everything changed with the digital revolution. Emails replaced faxes. Press releases took a back seat to short, direct email pitches. And media databases streamlined distribution lists, making it easier to target reporters.
The rise of social media and content marketing in the 2010s caused further disruption, allowing professionals to engage with journalists directly and even promote their own social media content.
Media relations today
In the 2020s, things have once again changed. The explosion of digital publishing has constricted newsrooms and caused outright closures. Local press, for instance, has been decimated by these market dynamics, with over 3,500 local papers closing across the United States in the past 20 years alone.[i] As a result, the day-to-day work of contemporary journalists has changed dramatically. These professionals are under more pressure than ever, having to wade through a larger number of stories due to there being far fewer outlets overall.
How to Break Through
Considering such pressures, businesses must be strategic about how they pitch to journalists if they want to break through and gain valuable media attention. Here are some of the top ways to do just that:
- Personalization: Tailoring your pitches and personalizing them to journalists is essential to gaining traction for stories. While PR pros have been personalizing their pitches for years, past methods were often time-consuming and inefficient. New technology like AI has changed the game. AI-powered databases can analyze journalists’ past work to find the best matches for your story. AI tools can also be deployed to optimize subject lines, refine body copy, and enhance follow-ups.
- Invest in Relationships: Successful PR efforts still often hinge on building strong relationships with journalists. This can sound overwhelming, but it doesn’t have to be. Start small by doing your homework and reading different journalists’ work. That way, you can reference previous stories when pitching and explain how your piece fits well with their journalistic interests. Then, engage with them on social media to further the relationship by commenting on or sharing their work. Additionally, attending events or webinars where journalists are speaking can foster organic connections and meaningful conversations.
- Keep It Short and Simple: It may seem like common sense, but when reaching out to journalists in 2025, brevity is key. Your letter must be short, snackable and ideally scannable. Also, don’t forget that any communication you send must be mobile-friendly.
- Newsjacking: One effective way to raise the attractiveness of your pitch is to leverage existing media cycles or news trends. This technique is called “newsjacking,” and it requires just a few simple steps. First, monitor relevant news topics with a digital tool like Google Trends or BuzzSumo. When you spot a trend that aligns with your priorities, craft your pitch and center your unique expertise at the heart of the story. Finally, get it out as quickly as possible by sending a short, punchy note to journalists who are covering the news trend.
- Follow-Up: As we’ve discussed, many journalists today are completely overwhelmed by the volume of pitches they receive daily. You can elevate your chances of getting a story picked up by following up. Don’t simply send a canned follow-up email, though.Basic follow-up messages are likely to be ignored. Instead, focus on providing a fresh angle or new data to supplement your initial pitch.
Pitch Effectively in 2025 and Beyond In the battle for attention in today’s economy, businesses of all stripes, including title agencies, must leverage earned media to stay competitive. But gaining coverage from respected journalists is not easy, especially given the evolving nature of news business. You can increase your chances of success by incorporating the best practices we’ve discussed here. By doing so, you’ll engage with journalists on their terms, maximizing your chances
