7 media relations best practices | Presspage

 

Journalists don't owe you coverage. You have to earn it.

Pitching the media is tough. Journalists are inundated with PR emails every day, and most don’t even get opened. Why? Because too many pitches are generic, irrelevant, or just kind of…bad.

If you want coverage, you have to stand out. That means ditching the fluff, getting straight to the point, and making your story impossible to ignore.

But even great pitches won’t always land - and that’s not failure, it’s intel. Every ignored email is a chance to refine your approach. Was your story relevant? Was it easy to cover? Learn from it, tweak it, and try again.

These seven steps aren’t just best practices - they’re survival tactics. Follow them, and you might just get a journalist to pick up the phone 😉

 

1. Write pitches that don’t suck

The average journalist gets bombarded with pitches daily, but only 3.15% of them actually get a response. Why? Because many PR pros are sending the same robotic, cookie-cutter nonsense.

• Keep it short: Pitches between 51-150 words get a 7.13% response rate. Anything longer? Right in the garbage.
• Use a subject line that actually works: Keep it to 3-7 words - shorter subject lines have a higher response rate.
• Personalize for extra punch: 20% of journalists are looking for pitches that are personalized to their profile. So, if you can’t be bothered to research them, don’t expect a reply.

 

 

2. Stop sending boring press releases - try storytelling

Journalists aren’t here to give you free advertising. If you want to grab their attention, PR storytelling is your best tool. If you want coverage, give them something worth writing about.

• Find the real hook: Nobody cares about your “exciting company update.” Find the human angle - why does this actually matter?
• Back it up with data: Journalists love stats, trends, and facts. Give them something concrete.
• Make it newsworthy: If it’s not timely, don’t waste their time.
  

 

 

3. Build relationships before you need a favor

Journalists are people, not vending machines for coverage. If the only time you reach out is when you need something, you’re missing the mark.

• Engage with them online: Like, comment, and share their work - authentically, not just for the sake of it.
• Be a resource, not a pain in the a**: Offer insights and trends, not just self-promotional pitches.
• Use tools that help: If managing journalist relationships is a nightmare, media relationship software like Presspage Connect can help.

 

4. Time it right & follow up strategically

You could have the best pitch in the world, but if you send it at the wrong time, it won’t matter. Here’s how to time it right:

• Pitch early in the week: Research shows Tuesday mornings have the best response rates, while Fridays are the worst.
• Avoid busy news cycles: If there’s a major industry event or breaking news, your pitch will be drowned out.
• Follow up - without being annoying: If you don’t get a response, send a polite follow-up a few days later. Just don’t spam them.

 

5. Make sure your press release doesn’t vanish into the void

Think hitting “send” is enough? Think again. Here’s how to get journalists to actually read your press release:

• Use the right distribution services: The best PR distribution platforms can amplify your reach.
• Optimize for search: If a journalist Googles your company, will they find an up-to-date brand newsroom or a collection of articles from 2016 (or worse, your competitor)?
• Have a media-friendly newsroom: Journalists don’t have time to dig for assets. A solid newsroom makes their job easier - and makes you look professional.

 

 

6. Don’t ghost journalists - be available

You finally got a journalist’s attention. Now what? Don’t blow it.

• Reply fast: News moves fast. If you take too long, they’ll move on to the next source.
• Make contact info easy to find: If a journalist has to hunt for your details, you’ve already lost. Want extra credit? Proactively share assets, quotes and other relevant information before your contact has to ask!
• Use a media inquiries tool: Presspage’s media relations software makes it easy to track and respond to journalist inquiries before they lose interest.

 

7. Track what’s working (and what’s not)

Media relations isn’t guesswork. If you’re not tracking results, you’re flying blind.

• Monitor which pitches land and why: What’s getting responses? What’s being ignored? Adjust accordingly.
• Leverage PR analytics & AI: AI tools can help track journalist engagement and suggest ways to improve pitches.
• Ask journalists for feedback: The best way to get better? Learn from the people you’re pitching.

 

 

Bonus tip: Don’t ignore events

Not everything happens online. Industry events, conferences, and trade shows are prime opportunities to connect with journalists in a way that’s more personal - and more memorable.

• Be prepared: Research which journalists will attend and tailor your pitch to their interests.
• Be genuine: Focus on authentic conversations rather than overly salesy pitches.
• Follow through: If you promise additional information or materials, deliver them promptly.

A well-placed conversation at an event can mean the difference between being another name in an inbox and being the PR pro a journalist remembers.

 

 

Final thoughts

Not every pitch will land - and that’s okay. If you’re getting ignored, it’s not an impasse; it’s feedback. Ask yourself: Was the story relevant? Did it provide value? Use every rejection as an opportunity to refine your approach and make the next one better.

PR is tough, but getting media coverage isn’t impossible - if you do it right. Skip the generic pitches, tell better stories, and build real relationships. That’s how you get journalists to actually care.

Want to step up your media game? See how Presspage Connect can help you manage journalist relationships, media inquiries, and press releases like a pro.