What Journalists Want: What PR Pros Need to Build Relationships with Journalists

By Chris Caggiano

February 4, 2025

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Being a PR professional isn’t for the faint of heart. In fact, it can be downright disheartening. Rejection is part of the job, and it often comes from journalists who view you as, at best, a minor annoyance or, at worst, a major headache. 

The tension between public relations and journalism stems from more than clashing priorities – it’s fueled by industry pressures and all-too-common missteps. Too often, PR professionals fail to do their homework, bombarding journalists with irrelevant pitches instead of focusing on building relationships with journalists. 

Meanwhile, journalists are navigating a rapidly changing industry, one under constant threat from shrinking budgets, job cuts, and the encroachment of automation and AI. It’s a fraught relationship, but it doesn’t have to be a combative one. 

My Experience

I’ve been writing and editing since 1990, with experience ranging from business writing to arts journalism. Most of my work has been with magazines, including Inc. and American Lawyer, but I’ve also worked quite a bit on the content creation side with marketing departments and PR agencies. But my perspective on PR relationships really stems from my years in the trenches as an editorial assistant, a writer, and an editor.

As an editorial assistant at Inc., my mornings usually began by sifting through an avalanche of press releases, most of which ended up in the trash. (I’m old enough that the press releases were almost all on paper. Yes, we recycled, even in the early ‘90s.) 

My afternoons were typically spent fielding calls from PR professionals who didn’t seem to have a clue what Inc. wrote about. I’d have the same conversation over and over, dozens of times a day, explaining what constituted a viable Inc. story – a lesson many of them seemed unwilling to learn.

At Inc., we focused on small and growing businesses, exploring the challenges they faced and innovative strategies for rising to those challenges. We didn’t cover products or services that they might be interested in. We wrote about how these companies operated. 

Yet 99% of the pitches I received were from large corporations that were trying to reach the SMB market. I would tactfully explain that Inc. wasn’t a branch of their marketing departments. But I did offer them some advice: 

“If you find a small business customer that’s using your product to grow their business, we might be interested.” 

The paltry few who were able to deliver at least had a chance at coverage.

This is just based on my experience at Inc., but the example underscores an essential point: your pitching process will go much more smoothly if you take the time to truly understand what the publication covers and what stories its readers expect.

Journalists’ Pet Peeves

Today’s journalists face unprecedented pressures. Faster news cycles demand quick turnarounds, while competition from online media and the need to drive traffic add to their workload. 

Meanwhile, the PR-to-journalist ratio is now 6:1, up from 4:1 in 2010. So there are more PR people than ever, pitching to an ever decreasing number of journalists. 

What’s more, according to the Bureau of Labor Statistics, PR professionals typically earn 16% more than their media counterparts. Understanding these dynamics is crucial when building relationships with journalists. 

And it really pays to understand journalists and their pet peeves:  

• The Irrelevant Pitch: Journalists consistently cite irrelevant pitches as their biggest frustration. As I discussed above, pitches that don’t align with the publication’s focus, its readership, or the journalist’s beat are a waste of your time, the journalist’s time, and your clients’ money. Generic mass emails, in particular, are an easy way to ensure your pitch will be ignored.

• The Hard Sell: Another common frustration that journalists express is pitches that resemble sales pitches. PR professionals need to remember that a publication’s goals rarely align with their client’s marketing objectives. Relentless promotion of a product or company is unlikely to resonate with journalists.

• The Misguided Follow-up: Follow-up calls and emails can be tricky territory. Journalists often see them as redundant, particularly if they come too soon after receiving the pitch. Avoid questions like, “Did you get my email?” or, “Are you on deadline?” Editors are bombarded with emails, so they probably don’t remember yours. And journalists are always on deadline, so that question is moot.

What Should You Do to Build Relationships with Journalists?

OK, enough about the peeves. Now let’s discuss what you should do as a PR professional to grab the attention of, and form relationships with, members of the press. 

Do Your Research

Before you reach out, read the publication carefully and familiarize yourself with its content. Then craft pitches that demonstrate your deep understanding of the pub and its focus. Yes, it takes time to research and understand every publication you pitch. But that is time well spent when you’re giving the journalist something they can genuinely use.

Keep Pitches Focused

Effective PR professionals only pitch when they have something worthwhile. When journalists see your name, you want them to associate you with high-quality, relevant ideas. This isn’t about your monthly metrics for the number of pitches and press releases you’re supposed to be sending out. It’s about making sure that every one of them represents a genuinely useful idea. 

Personalize Your Pitches

Avoid using generic templates for pitches and press releases. While a template can provide a starting point, you need to take the time to customize pitches for each journalist and publication. Steer clear of superficial tactics, like referencing a journalist’s recent articles without adding a new angle. Don’t say, “Hey! Here’s another company that does X!” If they’ve already written on a topic, they’re unlikely to return to it any time soon. Make sure your pitch covers a different angle. 

Avoid the Numbers Game

It’s a cliché, but it’s genuinely true: Quality always beats quantity. Sending more emails and churning out more press releases won’t necessarily lead to success, not if you don’t have a focused pitch. A well-researched, highly relevant story idea is far more likely to catch a journalist’s attention.

Make It Timely

Demonstrate why the story is timely or urgent. At Inc., the editors would continually ask, “Why now? What makes this story important now?” Even if the idea itself is evergreen, find a way to make it current and fresh. 

Be Clear

Avoid jargon, hyperbole, and marketing speak. Avoid overused words and phrases like “groundbreaking,” “transformative,” and “next generation.” Don’t talk about “actionable insights” and “bleeding-edge solutions.” Journalists value clarity and substance over buzzwords and inflated claims. Talk about what your client genuinely does, not what their marketing materials claim.

Develop Relationships

Always think long term. The pitch will fade, but the relationship can endure. Build trust by becoming a valuable partner rather than a persistent annoyance. According to a Muck Rack survey, 59% of journalists view their relationships with PR professionals as mutually beneficial, but only 6% see them as partnerships. Aim to be the exception.

Want to see our full PR pitch guide for more ideas? Check it out: A Comprehensive Guide to Crafting an Effective PR Pitch [Examples + Templates]

Final Thoughts

Building relationships with journalists requires preparation, respect, and a commitment to quality. Do your research, keep pitches focused and relevant, and always communicate with clarity. By following these principles, you’ll stand out as a PR professional journalists can trust.

If you would like to learn more about how to apply these tips and target journalists more effectively, book a demo with our team.