Media relations: why do journalists never even open some pitches?
Whether a press release gets published is often decided the second it is sent. If the topic falls outside the journalist’s beat, how well it is written hardly matters.
What is media relations management?
Media relations management is the work of getting an organization’s newsworthy developments to the right journalist, at the right time and in the right format, managing interview and spokesperson processes, and measuring the impact of published coverage. Unlike paid advertising, visibility is earned through editorial decisions.
Fewer journalists at the desk, more pitches landing on it
According to the same survey, 62% of journalists say their job now extends beyond writing stories.[1] In a newsroom where one reporter produces stories, runs social media accounts and shoots video in the same day, a long, generic press release is one of the texts that gets skipped unread.
In Cision’s 2025 State of the Media Report, 96% of journalists prefer to receive pitches by email.[2] Muck Rack data shows that 65% of journalists prefer pitches under 200 words.[3] A short, personalized email with the evidence ready is still the most fundamental tool of good media relations.
Choices that improve a pitch’s chances of landing
Earned, owned and paid media compared
| Heading | Earned media | Owned media | Paid media |
|---|---|---|---|
| Example | News stories, interviews, mentions in columns | Website, newsletter, social media accounts | Ads, sponsored content |
| Control | Low: the editor has the final say | Full | High |
| Perceived credibility | High: carries third-party endorsement | Medium | Low to medium |
| Cost structure | Effort and relationships | Production and management | Media budget |
| Longevity | Archived; becomes a source in search and AI summaries | As long as the organization keeps it live | Fades when the campaign ends |
A story’s journey from pitch to publication
- News angle
Why the development is news, and for whom, is written in a single sentence; without that sentence, there is no press release.
- Target list
Journalists and outlets that have covered the topic in the past three months are selected.
- Personalized pitch
An email under 200 words goes out, with data and visuals ready and a single, clear ask.
- One follow-up
If there is no reply, a single follow-up is sent with new information.
- Measurement
Reach, tone, key message inclusion and impact on search visibility are reported.
Scope of our media relations service
What we do
- Strategic Media Management
- Proactive and Reactive Media Relations
- Press Conferences
- News Agenda Management
- Spokesperson and Leadership Communications
- Press Launches
- Newsroom Setup and Management
What you get
- Consistent, high-quality media coverage
- Fast, accurate positioning when the news agenda moves
- A measurable increase in share of voice
Media Relations Management: frequently asked questions
What is the difference between media relations and advertising?
In advertising, media space is purchased and the content is under the organization’s control. In media relations, the editor decides what gets published, so visibility is harder to earn, but because it carries third-party endorsement, it is perceived as more credible.
Do press releases still work?
Yes, a short press release with clear news value that is sent to the right journalist still works. In Muck Rack’s 2025 data, 84% of journalists say some of their stories came from PR pitches, while 86% of the same journalists delete irrelevant pitches.
Which channel should you use to pitch a journalist?
Research points to email: in Cision’s 2025 survey, 96% of journalists prefer to receive pitches by email. Social media can be used to maintain the relationship.
How are media relations results measured?
Beyond the number of articles, media relations results are measured by tracking reach, coverage quality, tone, key message inclusion rate and share of voice versus competitors. These metrics are presented together in a monthly report.
Should every development get a press release?
No. For developments with weak news value, social media, a corporate newsletter or content tailored to trade publications may be a better fit. Unnecessary press releases can lead journalists to ignore your future pitches as well.
Go deeper
Resources
- Muck Rack, State of Journalism 2025 (Forbes summary) (2025). Survey of journalists from the US, the UK, Canada and India. View source ↗
- Cision, 2025 State of the Media (BuzzStream comparison) (2025). Survey of 3,126 journalists worldwide. View source ↗
- Muck Rack, Earned media tips based on State of Journalism data (2025). Journalists’ pitching preferences. View source ↗
Figures are cited from the sources listed. Charts labeled “Working model” are not external research data; they reflect Brandworks’ project planning model.
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