Improve your content through effective writing
Earned media is a key element of many successful public relations campaigns. It’s the coverage and publicity brands receive through media mentions, articles, and features. But to secure this kind of exposure, understanding what journalists truly want is essential.
When businesses align their media outreach strategies with journalists’ preferences, they increase their chances of getting noticed—and ultimately covered. Each year, Muck Rack surveys journalists to uncover key insights into their expectations and challenges. The latest findings provide valuable takeaways that can help businesses refine their PR approach.
Building Stronger Media Relationships
Choose the Right Spokesperson
Journalists’ trust in CEOs as credible sources has declined by 12% over the past two years. However, CEOs are still among the top sources preferred by journalists, following subject matter experts in academia. This signals that while executive voices remain valuable, companies must work on maintaining credibility and authenticity in their communications.
Establishing trust with journalists is more important than ever. A company’s reputation plays a huge role in whether media professionals choose to feature them as sources. Lack of transparency can damage trust and limit future opportunities for coverage.
Key Concerns of Journalists Today
Disinformation and AI-Generated Content
Journalists are increasingly concerned about disinformation, and the rise of AI-generated content, such as that from ChatGPT, adds another layer of complexity. Sending AI-written pitches without human oversight can hurt relationships with journalists, as they can distinguish between authentic and automated content. PR professionals should ensure their pitches are personalized, fact-checked, and tailored to the recipient.
The Impact of Media Budget Cuts
Many media outlets are experiencing funding challenges, leading to a blurred line between editorial and paid media. Some publications now prioritize advertisers when selecting content for coverage. While paid placements can complement a PR strategy, businesses should not rely solely on paid opportunities and should continue to build strong media relationships through earned coverage.
How Journalists Find Stories
Most journalists rely on online news sources for information. This means that even smaller, local media placements can lead to broader coverage. A story featured in an industry publication or regional outlet may catch the attention of larger media players, reinforcing the importance of securing coverage across various levels.
The Role of Social Media in PR
Are Journalists Still on Twitter?
Despite speculation about journalists leaving Twitter after its ownership change, most are still active. According to Muck Rack, 90% of journalists continue using Twitter for news updates, networking, and sourcing experts. PR professionals should maintain an active presence on the platform and engage with journalists professionally.
Do Journalists Check a Brand’s Social Media?
Yes—59% of journalists agree or strongly agree that they review a company’s social media presence. Having a well-managed and active social media profile, particularly on platforms like Twitter and LinkedIn, can enhance credibility and increase the chances of media coverage. Before pitching, businesses should ensure their social channels reflect their expertise and brand message.
Best Practices for Pitching the Media
- Email is the preferred method—92% of journalists favor direct, one-to-one emails.
- Timing matters—61% prefer to receive pitches before noon.
- Relevance is key—69% of journalists appreciate pitches tied to current trends.
- Follow-ups are acceptable—51% recommend sending a follow-up email 3-7 days after the initial pitch.
Final Thoughts
Understanding journalists‘ preferences can significantly improve PR efforts. At Level Up PR, we emphasize authenticity, strategic storytelling, and relationship-building to help brands secure impactful media coverage.
Want to refine your media outreach strategy? Let’s connect and make your brand’s voice heard.
