One of the biggest challenges we hear from publicists is the struggle to create, build and maintain solid relationships with journalists. It’s important to remember that journalists want and value their partnerships, too.

In fact, 18% of journalists say their relationships with PR professionals have gotten more valuable in the last year.

As journalists are contending with significant internal and external challenges in their work, the more you can do to help journalists work efficiently and effectively, the better partners they can be to you.

How has your relationship with PR professionals changed over the last year?

How to Win (Over) Journalists and Influence Earned Media

Make Their Lives Easier
Give Them What They Want
Respect Their Needs

We asked journalists what PR pros could do to make their lives (and their ability to help PR pros in return) easier. These are their top suggestions.

“Understand my target audience and what they find relevant.”

This was No. 1 on the wish list, cited by 63% of journalists – not surprising, given that more than 2 in 3 journalists say the vast majority of pitches they receive are irrelevant.

Do your due diligence to ensure you’re reaching out to the right person at the right outlet. This is consistent with the many conversations we’ve had with journalists throughout the years. As one travel industry journalist put it: “Take the time to research the journalist you are pitching… When I do get that rare pitch that shows me that the PR pro has actually viewed my work, they’ve got my attention.”

What percentage of pitches received do you consider relevant?

“Be ready and able to respond quickly.”

More than half of journalists (57%) need PR pros to provide them with data and expert sources when they need them, and (29%) say PR pros can help them by understanding and respecting their deadlines.

Journalists are often working against tight deadlines and have to move quickly. They have little time – and less patience – for PR pros who don’t respect their need for speed. (Note that 1 in 4 journalists will even block a publicist who fails to respond to them within the same day or a given deadline.)

As one frustrated respondent wrote, “Don’t offer a source for a time-sensitive piece without checking with the source. I can’t tell you how many times someone offers a source on breaking news and then gets back to me and says that person won’t be available for another week/days after all. Very aggravating!”

“Provide me with a list of upcoming stories.”

While some journalists have to plan their stories or reports the same day, many are planning weeks or even months ahead. Three in 10 journalists say they would benefit from having a list of upcoming stories PR pros have planned. Not only does it give them the lead time they need to slot a potential story idea into their editorial calendar, it provides the opportunity for PR pros to learn more about the types of stories their target journalists want to cover, thus saving them time and energy later on.

illustration of journalist items - laptop, camera, newspaper, microphone, journal

illustration of two business people shaking hands in front of a globe

“Provide short pitches with quick facts that enable me to produce short-form content quickly.”

Good journalists never bury the lede, which may explain why they want pitches that do the same. By making your pitch to the point and easily digestible, an editor or writer can quickly decide if your pitch is right for their outlet and audience.

“Trust us to do our jobs.”

When asked to tell us how PR pros could make their jobs easier, several respondents expressed frustration over feeling micromanaged by the people they’ve worked with. One respondent described a recent encounter with “a PR gatekeeper type who actually thought it was his job to be my editor and would tell me things like how I didn’t need a sidebar. That’s not his call.” Another said: “I’m now blackballing PR people who contact me because they want a sentence rephrased to reflect corporate messaging goals, and frame this as a ‘correction.’ This is happening more often, and it absolutely is intolerable.”

What can PR professionals do to make your job easier? Check all that apply.

Journalists also revealed the types of content they want most from brands and PR pros, with press releases taking the top spot, cited by more than 3 in 4 (76%) of journalists. Year after year, press releases top the list as the preferred method of delivering news to the media in a legitimate, thoughtful and urgent way.

Sixty-three percent want original research reports (such as trends and market data), and nearly half (49%) want opportunities to attend brand or company events, a signal that live events are back (49% expect to attend more in-person events as they return to calendars). Initial ideas for story development, and photo images and logos rounded out the top five answers.

What kind of content do you want to receive from brands and PR professionals? Choose all that apply.

Which source do you consider the most useful for generating stories or story ideas?

*Customers of a brand was not given as an answer choice in some Asian markets.

When asked about the sources they find most useful for generating stories or story ideas, press releases again came in at number one, cited by more than a third of journalists (37%). Industry experts were also high on the list (23%), followed by major wire services (15%). Internal spokespeople (13%) and email pitches (12%) rounded out the top five.

PRO TIP - Don’t Underestimate the Power of a Press Release

If there’s one thing journalists love, it’s a good press release. Our findings show that more than 3 in 4 want to receive press releases from brands and PR pros (over any other type of content), and press releases are the #1 resource for generating story ideas.

Knowing what journalists want is good, but sometimes knowing what journalists don’t want is even more useful. We asked journalists, “What would make you block a PR person or put them on your ‘do not call’ list?” Here were their top answers:

Spamming with irrelevant pitches.
The vast majority of journalists (74%) won’t tolerate it, which is all the more reason to make sure you’re targeting the right people for your pitches.

Providing inaccurate or unsourced information.
Given how critical credibility and audience trust is for the media, it should come as no surprise that 60% of journalists find this inexcusable.

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Pitches that sound like marketing brochures.
More than half of journalists (51%) have no tolerance for pitches rife with cliches, jargon and clickbait-sounding subject lines.

Following up repeatedly.
One too many follow-ups is enough for 48% of journalists to block you permanently.

Failure to respond within deadline.
If you don’t respect their time, 22% of journalists won’t make time for you.

Dodging inquiries/failing to be transparent.
Forty-two percent of journalists won’t stand for PR pros who aren’t direct or easy to get a hold of.

Calling them by the wrong name.
For 16% of journalists, it’s not just awkward; it’s also unforgivable.

Inappropriate social media outreach.
While some journalists are okay with being contacted on social media, 18% are not okay with it at all.