In a media landscape where 49% of journalists receive over 50 pitches weekly but only write a handful of stories, making your brand stand out is more important than ever. As newsrooms evolve and journalists juggle heavier workloads, brands that cut through the noise gain a real edge. Whether you're launching something new or sharing expertise, knowing what journalists actually want in 2025 can turn your media outreach from an afterthought into your most powerful marketing channel.

Understanding What Journalists Seek from Brands

The brand-journalist relationship keeps changing. Today's successful media outreach isn't about blasting press releases—it's about building partnerships that work for both your goals and the journalist's need for compelling content.

The Importance of Building Relationships with Journalists

Building real relationships with journalists sets you up for long-term media success. When you connect before you need coverage, you shift from random pitcher to trusted source. This relationship-first approach makes journalists much more likely to consider your stories.

These connections grow through regular engagement—thoughtful comments on their articles, sharing their work, and offering expertise without expecting immediate coverage. Pro tip: keep track of what topics journalists cover so every interaction adds value instead of wasting their time.

The payoff is huge—journalists who know and trust you are way more likely to open your emails and consider your pitches. This relationship becomes especially valuable when you have big news or need coverage quickly.

Common Misconceptions about Journalists' Needs

Many brands work with outdated ideas about what journalists want, which leads to wasted effort and missed opportunities. The biggest mistake? Thinking journalists exist to promote your brand. They don't—they serve their audience first, looking for stories that inform, engage, or entertain their readers.

Another common error is thinking longer pitches communicate more value. In reality, journalists face serious time pressure and prefer brief, straightforward communication that respects their schedule. Your three-page pitch probably gets skimmed at best or ignored completely.

Just as problematic is the spray-and-pray approach. Mass-blasting identical pitches to dozens of journalists shows you haven't done your homework. According to Cision's 2024 State of the Media Report, journalists want targeted, relevant pitches that clearly show why the story matters to their specific audience.

Essential Elements Journalists Look For

Understanding what journalists want starts with recognising what makes your story irresistible. In today's competitive news environment, journalists aren't looking for just any content—they need specific elements that will resonate with their audience and justify valuable editorial space.

Captivating and Untold Stories

Journalists consistently prioritise fresh, original narratives over recycled content. The stories that gain traction offer genuinely new angles or uncover aspects of familiar topics that haven't been explored. When thinking about what journalists want from brands, uniqueness is probably the most critical factor.

Your brand's story needs to break through the predictable. Has your company solved a problem in an unusual way? Did your research uncover surprising data? These elements create the "aha" moment journalists want for their readers.

Emotional connection dramatically increases a story's appeal. Journalists know that content that stirs genuine feelings drives reader engagement. When crafting your pitch, think about how your story might make readers feel, not just what information it shares.

The human element remains at journalism's core. Even the most data-heavy or technical stories benefit from personal narratives. A founder's struggle to overcome obstacles, an employee's transformation, or a customer whose life changed because of your product provides the connection point readers crave and journalists need.

Accessible Stories and Assets

Journalists face constant deadline pressure and growing content demands. Creating accessible stories and ready-to-use assets dramatically boosts your chances of coverage by making their jobs easier.

Using DNA's platform, you can transform your press outreach by creating a digital newsroom that serves as a self-service asset hub for journalists. When media professionals visit your newsroom, they gain immediate access to all your press materials in a clean, organised interface that respects their workflow and time constraints.

With journalists facing relentless deadlines and increasing content demands, an intuitive newsroom through DNA allows them to browse and download high-resolution images, videos, press releases, fact sheets, and other assets independently, without waiting for email responses or file transfers. This self-service approach means journalists can access what they need during late-night research sessions, early morning deadlines, or weekend work periods when your PR team may be unavailable.

The platform's auto organised and powerful search functionality mean journalists can quickly locate specific assets relevant to their stories, increasing the likelihood they'll feature your content rather than moving on to more accessible sources. By removing friction from the research process, you're making your brand significantly more attractive for coverage while building stronger relationships with media professionals who appreciate your respect for their time pressures.

Timely, Relevant, and Trended Pitch Angles

Journalists don't work in isolation—they're part of the broader conversation happening across media. Pitches that connect to current events, emerging trends, or ongoing discussions immediately show relevance to their audience.

PR coach Michael Smart, looking at successful pitches, notes that "sometimes the best pitch isn't all about your client." This approach shows that understanding what media needs and creating value for journalists often works better than purely promotional pitches.

Good pitches frame your brand's story within larger narratives already capturing public attention. This doesn't mean changing your core message, but presenting it through a lens that feels timely and necessary for readers right now.

The best PR pros understand that different stories work at different times. Seasonal angles, holiday tie-ins, and awareness month connections can turn an ordinary announcement into a must-cover story that fits perfectly within a publication's content calendar.

Social Proof and Credibility

Journalists stake their reputation on accuracy. Strong social proof signals that covering your brand carries minimal risk and potential reward, making you a safer and more attractive source.

Third-party validation through customer testimonials, industry awards, previous media coverage, and expert endorsements provides immediate credibility shortcuts for journalists evaluating your pitch. Including these elements shows you understand the verification process journalists must go through.

Data-backed claims carry particular weight in journalistic assessment. According to Cision's 2024 State of the Media Report, journalists increasingly seek data-driven stories and are more likely to engage with pitches offering statistics, original research, or unique insights.

Demonstrating Trustworthiness and a Strong Digital Presence

Your digital footprint serves as an immediate credibility check for interested journalists. An outdated website, inconsistent messaging across platforms, or lack of social media engagement raises red flags about your brand's reliability and relevance.

A cohesive digital presence with regularly updated content shows you're an active, engaged industry participant worth featuring. Journalists often check social channels to assess audience sentiment and engagement before deciding to cover a brand.

Transparency about your company's operations, leadership, and values has become increasingly important in journalists' evaluation process. In an era of heightened scrutiny, brands that openly share their story—including challenges and how they've addressed them—build the authentic foundation that quality journalism requires.

How a Newsroom Helps Journalists

A brand newsroom serves as the digital hub where journalists can find everything they need to tell your story accurately and efficiently. With newsroom resources stretched thin and tighter deadlines than ever, a well-built media centre can make the difference between getting coverage and being overlooked.

Modern Newsroom Structure

By 2024, leading newsrooms have evolved significantly. As recent analyses show, "editorial teams can no longer operate in silos while product, engineering, UX, and insight teams work in parallel but disconnected spaces. To thrive, publishers need a seamless union between these roles, where expertise, priorities, and goals don't just coexist but actively enhance one another" according to Nieman Lab.

Comprehensive Resources

A comprehensive brand newsroom functions as a journalist's one-stop resource centre, eliminating frustrating back-and-forth communications and delays that can kill a potential story. The best newsrooms anticipate journalists' needs by providing instant access to press kits, high-resolution images, background information, and executive biographies—all without requiring multiple emails or phone calls.

Clear, prominently displayed contact information is particularly valuable to journalists working under deadline pressure. When media professionals know exactly who to contact for quotes, clarification, or interview requests—and can reach that person quickly—they're more likely to include your brand in time-sensitive coverage opportunities.

In 2024, journalists especially appreciate newsrooms featuring downloadable press kits with all essential information bundled together. These kits save valuable time by providing company facts, leadership profiles, product details, and relevant statistics in one convenient package they can reference throughout the writing process.

Visual Assets

High-quality visual assets have become non-negotiable components of effective brand newsrooms. With 72% of journalists saying they value press releases as their preferred content from PR professionals, ensuring these releases include compelling visuals gives your story a significant advantage.

Publications increasingly require compelling images to accompany stories, and journalists favour sources that provide professional, ready-to-use visuals that eliminate the need to source or create their own imagery—especially helpful as visual content teams have faced major cuts. DNA's newsrooms feature an AI image upscaler, so images are automatically enhanced to meet publication quality standards without requiring additional editing or processing time.

By establishing your newsroom as the official source for news and updates, you help prevent misinformation while ensuring journalists always have access to the most current facts about your organisation. This commitment to accuracy builds trust with media professionals who stake their reputation on getting details right.

Crafting the Perfect Pitch

Understanding what journalists want from brands is essential when crafting pitches that actually get results. The perfect pitch balances newsworthiness, personalisation, and practical value—three elements that consistently determine whether your email gets opened or deleted.

The most successful pitches start with a clear understanding of the journalist's world. With inbox volumes reaching unprecedented levels (journalists report receiving 50-100+ pitches daily while only pursuing 2-4 stories), your communication must immediately show relevance and respect for their time.

Engaging Press Releases

Press releases remain valuable, but what journalists want from them has evolved dramatically. Today's effective release gets straight to the point within the first paragraph, answering the fundamental question: "Why should readers care about this right now?"

One successful pitch strategy highlighted by PR professional Kealey shows the power of strategic thinking. Rather than directly pitching her client MARKET.live (a live-streaming shopping platform), she first offered journalists access to TikTok executives. As PR coach Michael Smart analysed: "Kealey is playing media chess here. Her first move was to offer TikTok execs to grab the busy journalists' attention, and after she delivered on that, she would follow by introducing her client. Checkmate." This approach landed coverage in top-tier publications like The Wall Street Journal, the Los Angeles Times, and Bloomberg.

Newsworthy angles consistently outperform promotional content. Rather than leading with product features or company milestones, frame your announcement around industry impacts, consumer benefits, or emerging trends. This shift in perspective transforms standard company news into a compelling narrative journalists can envision their audience engaging with.

Media professionals particularly appreciate releases that incorporate multimedia elements strategically. Including professionally shot images, brief video clips, or infographics visualising key data points makes the journalist's job easier while enhancing the story's appeal across digital platforms. These visual assets should be easily downloadable without complex registration processes.

Headlines deserve special attention as they often determine whether a journalist reads further. The most effective headlines balance clarity with intrigue, avoiding industry jargon while incorporating key information that signals relevance to the journalist's beat.

Tailoring Content to Journalist Preferences

Mass-distributed generic pitches represent the approach journalists consistently reject. Personalisation has become non-negotiable, with 87% of journalists citing email as their preferred channel for receiving pitches and favouring those that show familiarity with their work.

Effective tailoring begins with thorough research. Before pitching, review the journalist's recent articles, social media activity, and stated interests. Reference specific pieces they've written that connect to your story, explaining precisely how your pitch extends or complements those topics.

Understanding a journalist's audience is equally crucial. Frame your story's relevance in terms of their readers' interests and needs, not your marketing objectives. This audience-first approach shows you understand what journalists want most—content that serves their specific community of readers.

Formatting preferences matter significantly as well. Some journalists prefer bullet-pointed information while others appreciate narrative context. Many now specifically request pitches under 150 words with links to additional resources rather than attachment-heavy emails. When possible, ask about these preferences directly or research their published guidelines before pitching.

Do's and Don'ts When Engaging with Journalists

Understanding what journalists want from brands requires recognising both effective strategies and harmful approaches. With only a small fraction of the pitches journalists receive considered relevant to the topics they actually cover, standing out through thoughtful engagement has never been more important.

Building Genuine Connections Over Spam

DO: Engage with journalists' work before pitching them. Follow their articles, share meaningful comments on their stories, and interact thoughtfully on professional social platforms. This shows genuine interest in their work rather than just seeking coverage.

DO: Offer value before asking for coverage. Provide expert insights, research findings, or industry connections without immediate expectations. What journalists want most are reliable resources they can turn to repeatedly, not one-time publicity seekers.

DO: Respect exclusivity when appropriate. For significant announcements, offering a journalist first or exclusive access shows you value their work and audience specifically, creating goodwill that extends beyond a single story.

DON'T: Send identical mass emails to dozens of journalists. According to Cision's 2024 State of the Media Report, understanding a journalist's audience and past coverage, and crafting personalised, concise pitches, dramatically increases the chance of coverage.

DON'T: Over-communicate without purpose. Journalists report that excessive check-ins and "just following up" messages without new information are among their biggest frustrations when working with brands. According to recent research, 64% of journalists prefer just a single follow-up after the initial pitch.

DON'T: Pitch journalists through personal social media accounts unless you've established that relationship previously. What journalists want is professional communication through appropriate channels that respects boundaries.

Avoiding Pitfalls: Common Mistakes Brands Make

DO: Research thoroughly before reaching out. Verify the journalist covers your topic, review their recent work, and understand their audience before sending any communication.

DO: Craft subject lines that clearly indicate your pitch's content and news value. Journalists report they're more likely to open emails with straightforward, specific subject lines than creative but vague ones.

DO: Make your emails skimmable with bullet points, subheadings, and concise paragraphs. What journalists want is information they can quickly assess for relevance amid packed schedules.

DON'T: Use industry jargon or marketing-speak in your communications. Phrases like "groundbreaking innovation," "disrupting the industry," or "revolutionary approach" without substantiating evidence immediately trigger skepticism.

DON'T: Attach large files to initial pitches. These can trigger spam filters or create friction in reviewing your message. Instead, include links to downloadable assets or offer to provide them upon interest.

DON'T: Mention coverage by competing publications as leverage. Contrary to popular belief, telling a journalist their competitor covered your story often decreases their interest rather than piquing it.

DON'T: Ignore deadline pressures and workload realities. With only 0–25% of the pitches journalists receive considered relevant by most respondents, pitches that acknowledge this reality by being concise and complete stand out positively.

DON'T: Make your pitch all about your brand. What journalists want are stories relevant to their audience, not promotional opportunities for your company. Frame your pitch around reader benefits, industry trends, or public interest angles rather than company achievements.

Understanding these guidelines helps transform your media outreach from an intrusion to a welcome resource. By aligning your approach with what journalists want from brands, you build the foundation for sustainable, mutually beneficial relationships.

Visual Storytelling: The Key to Cross-Platform Media Success

Visual storytelling capabilities have become increasingly important as journalists seek content that performs well across digital platforms. Brands that provide social-ready visual assets—custom graphics, short-form videos, and infographics designed for platform-specific dimensions—make a journalist's job easier while increasing the likelihood your story will be shared across their social channels.

In this rapidly evolving landscape, the brands that succeed are those that combine innovation with fundamentals. While embracing new technologies and platforms, never lose sight of what journalists truly want: relevant, timely stories that serve their audience, delivered by trustworthy sources who respect their time and professional needs.

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