Public relations is broader than media coverage: it is the work of communicating responsibly with an organization’s audiences. Media relations is one part of that work—helping journalists find timely, relevant, accurate information without expecting or pressuring them to publish it. A useful approach is to assess the story first, contact only journalists whose coverage fits, provide verifiable material, and learn from the results.
What public relations and media relations mean
Public relations is an organizational communication discipline. Media relations is the practice of working with reporters, editors, producers, and other news professionals. The practitioner can make useful sources and information accessible; the newsroom retains control over whether and how to cover them.
As an Amazon Associate I earn from qualifying purchases.
The Universal Accreditation Board’s Certificate in Principles of Public Relations Study Guide identifies research, targeting, newsworthiness, quality content, responsiveness, monitoring, and results reporting as parts of media relations. It describes common news values such as impact, timeliness, prominence, proximity, unusualness, conflict, currency, and human interest. These are editorial considerations, not a formula for guaranteed coverage.
How to decide whether a story is worth pitching
Start with the public-interest reason
State the development plainly, then ask who outside the organization needs to know and why now. Check that the information is new, material, and supported by evidence. Identify who is affected, what an independent journalist could verify, and what sources are available.
#1 Best Overall
A routine announcement may belong on the organization’s own channels unless it has a specific audience or public-interest angle. An organization’s preferred message is not automatically a news story.
Make claims checkable
If a claim relies on internal data, explain who gathered it, when, how, and what its limitations are. Distinguish established facts from estimates, forecasts, and opinion. If something is uncertain, say so rather than presenting it as settled.
How to pitch a story to a journalist
Find the right person
Look for reporters whose beat and recent work match the subject. Read relevant coverage before contacting them, then make the audience fit specific: explain why this development may matter to the people that journalist serves. Avoid indiscriminate lists and mass emails that hide recipients.
Recommended Free Tools
Rank #2
Cision’s 2025 State of the Media survey reported that 86% of surveyed journalists would immediately reject pitches that did not align with their beat or audience. That is a survey finding, not a prediction about any individual reporter or pitch (Cision’s 2025 survey release).
Write a concise, specific approach
A useful pitch tells the story in a sentence, explains why you are contacting that journalist, offers the strongest evidence or source access, and makes one clear request. Keep supporting material easy to review. Do not bury the point beneath organizational background or promotional language.
In its report on Cision’s 2024 survey, PRSA said relevance was the factor journalists most often cited when asked what makes a good pitch. The same report said 72% of surveyed journalists preferred receiving press releases from PR professionals. The figures describe that survey, not universal preferences (PRSA’s coverage of Cision’s 2024 survey).
Rank #3
When to send a press release
A pitch is targeted correspondence explaining why a particular journalist might care. A press release is a structured document containing information about an announcement that can be reviewed, quoted, or distributed. They can work together: the release supplies details, while the pitch explains why those details may fit a reporter’s audience. A release does not replace targeted outreach.
Quick wins for a faster PC:
Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →PRSA’s 2025 press-release guidance recommends a clear headline, concise and skimmable copy, and an inverted-pyramid structure that puts the most important facts first. It gives 300–600 words as a useful range, not a requirement for every announcement.
- Include a date and a clear contact route.
- Put verifiable, important facts before background details.
- Add relevant context and attributed quotations where they help explain the news.
- Separate factual claims from leadership opinion.
Releases may be shared by email, posted in an organization’s newsroom, or distributed through a wire service. Choose a channel that suits the purpose and the journalists you are trying to reach.
Rank #4
How to follow up and build professional relationships
Make follow-up useful and restrained. Cision’s 2024 survey, as reported by PRSA, found that 64% of surveyed journalists wanted PR practitioners to follow up only once after pitching. Treat that as a reported preference, not a universal rule (PRSA’s coverage of Cision’s 2024 survey).
A relationship can begin without an immediate story ask. Cision’s 2025 survey reported that 85% of surveyed journalists considered an introductory email, even without a pitch, the best way to build a relationship. This is survey-specific evidence, not a guarantee that an introductory email will be welcome in every case (Cision’s 2025 survey release).
Crashes, No Sound, or Screen Glitches?
Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minutePC Slower Than It Used to Be?
A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11Over time, be reliable: learn what each journalist covers, respond to questions, make relevant experts available, and deliver promised material promptly. Accept a decision not to cover a story without pressing for a different answer.
In a 2026 article reporting Cision’s survey of nearly 2,000 journalists, PRSA said 66% relied on PR-provided content for story ideas, 49% cited shrinking budgets, staff cuts, and increased workload as a leading obstacle, and 72% said fewer than one in four pitches they received were relevant to their beat. These are survey results reported by PRSA, not universal measures of newsroom behavior (PRSA’s report on Cision’s 2026 survey).
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Ethics, corrections, and editorial independence
PRSA’s Code of Ethics sets a clear standard: “Be honest and accurate in all communications.” It also calls for prompt correction of erroneous communications for which the practitioner is responsible (PRSA Code of Ethics).
The Universal Accreditation Board study guide states: “News organizations have no obligation to use any information a practitioner pitches or sends.” Do not pressure a reporter for coverage or imply that access to a source depends on favorable treatment (Universal Accreditation Board study guide).
- Agree to an embargo or off-the-record terms only when both sides understand and accept them; do not assume a reporter has agreed simply because you sent material.
- Do not offer gifts or benefits to influence coverage. PRSA says gifts should be nominal, legal, and infrequent.
- If you discover that information you supplied was wrong, contact recipients promptly and directly, identify what changed, and make the correction easy to verify.
How to measure media-relations work
Set objectives before outreach and keep a record of what was sent, to whom, when, what response followed, and what coverage or other outcome resulted. The PRSA study guide recommends regular evaluation and distinguishes outputs—such as releases distributed or stories published—from outcomes, such as whether a priority audience received or understood important information.
Coverage volume is an output, not proof by itself of public understanding or organizational impact. Use quantitative and qualitative evidence tied to the original objectives, distinguish earned coverage from paid or owned content, and describe evaluation methods and limitations. Do not claim a placement caused a business result unless the evidence supports that conclusion.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
