How to Pitch to Journalists in 2025
Key Insights:
- Adapt to Digital-First Journalism: With the continued decline of print, journalists expect pitches tailored for online formats and fast-moving news cycles.
- Speed and Expertise Matter: Quick responses and subject-matter knowledge are critical for building trust and securing coverage.
- Preferred Contact Methods: Journalists value concise, relevant emails over unsolicited calls. Personalisation remains essential.
- AI in the Mix: Artificial intelligence is reshaping workflows on both sides. PR pros should understand its role in content creation and verification.
- Use of Embargoes: Still useful, but only when the story justifies it—avoid overusing this tactic.
- Future Outlook: Expect further integration of tech tools and a stronger emphasis on credibility and transparency.
Click here to listen to the full episode.
