How to Win Over Journalists with Excellent Media Outreach 2025

Create a Media Outreach Strategy With Advice Directly From Journalists

Want to increase your brand’s earned media coverage and expand its share of voice? Sending a press release to all the journalists in your list (though a good start) might not quite cut it. To truly capture journalists’ attention and compel them to cover your story, you need an effective media outreach strategy that takes into consideration the unique wants and needs of those journalists.

We surveyed more than 3,000 journalists in 19 markets across the globe to understand what PR professionals can do to win them over. We compiled their insights into a tip sheet to help you focus your outreach efforts, build your credibility and, ultimately, increase your earned media coverage.

In this tip sheet, you’ll find data-driven answers to such questions as: What kind of content do journalists want from PR teams? What are the best tactics and channels for reaching out to them? And why do journalists engage with some pitches and completely ignore others?

Use this tip sheet to calibrate your approach to communicating with journalists – and put the “relation” aspect of public relations at the center of your media outreach plan.

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