In today’s fast-moving media landscape, securing earned coverage isn’t just about having a good story. It is about knowing how to tell it, who to tell it to, and when. With newsroom resources under pressure and journalist inboxes overflowing, media pitching is more competitive than ever. But with the right approach, it’s still one of the most valuable tools in your PR toolkit.
Recent research from Muck Rack’s State of Journalism 2024 found that almost half of all journalists receive 30 pitches per week, many of which are irrelevant, overly promotional or poorly timed. Standing out requires precision.
It starts with a newsworthy angle. Journalists want stories that inform or impact their audience, such as commentary on breaking developments, new research, or unique local perspectives. It’s not about what you want to say, but about what your public needs to hear, and why now.
Then, there is clarity. In the same Muck Rack report, journalists said the most common pitch mistake is lack of relevance or poor fit for their beat[1]. That’s why pitches must be concise, tailored, and immediately clear on value.
Timing and follow-up is also critical. Journalists are more likely to respond to pitches that relate to trending stories. The media cycle moves fast. If you miss the window, the story is gone.
Relationships make a huge difference. Building trust with journalists over time increases the chance of your pitch being opened and acted on.
A recent example from our team shows this in action. When news broke of a major cyber incident, we swiftly positioned Claroty’s Vice President ANZ, Leon Poggioli, as an expert to speak on the implications of the breach. Within hours, our targeted, timely pitch led to live coverage on 9News, and subsequent broadcast coverage in the weeks following for an update. The win wasn’t just the result of having the right spokesperson, but of strategic, responsive storytelling and strong media relationships.
A PR agency like Primary Comms Group, brings the insight, access and agility required to secure these opportunities. We know how to craft the right narrative, target the right journalist, and time the pitch perfectly.
Want to position your brand in front of the right audience, at the right time? Contact us today!
Courtney Trewin, Account Manager
[1] State of Journalism 2024, Muck Rack
