What Journalists Want From PR Pros in 2025
Journalists are the original influencers. They don’t have superpowers, but they have something close to that: The ability to reach wide audiences and inspire them to act. This is why good PR pitching is so important for your brand.
Knowing how to pitch properly is one of the most important skills you need to get on journalists’ radars, grow brand awareness, and enhance brand reputation. Yet trying to figure out what journalists want and how to get their attention remains a constant struggle.
Until now. Built on findings from the 2025 State of the Media Report, a survey of over 3,000 journalists worldwide, this guide provides exclusive insight into what effective PR pitching really looks like – directly from those on the receiving end.
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Navigating the Challenges of PR Pitching
Let’s face it: PR pitching has never been easy, and now it’s even more difficult. Journalists are often overwhelmed with overstuffed inboxes and jugging multiple beats, all under tight deadlines. How do you cut through the noise to gain their attention and earn their respect?
Effective pitching. No matter how experienced you are, effective pitching is still one of the most challenging skills to master. That's why we created this guide with valuable PR pitching tips that help you enhance your media outreach efforts and build rapport with journalists: From learning how to find the right journalists to discovering those must-have traits of a "perfect" pitch.
In The Complete Guide to PR Pitching, we take a deep dive into the important elements of pitching, based on feedback from thousands of journalists, to share tactics and approaches that will bring you results.
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What’s Included in Our Guide to PR Pitching?
This resource is more than a series of PR pitching tips; it’s a step-by-step guide that helps you find the right journalists and create pitches that will get responses. You’ll find immediate actions you can take with your pitches, informed by data collected from journalists from around the world.
Discover the most effective ways to:
- Find and connect with the right journalists
- Craft attention-getting pitches
- Avoid common pitching mistakes
- Use AI to enhance your media pitching strategy
From tried-and-true approaches to new best practices, this PR pitching guide covers everything today's PR and media relations professionals need to know about results-oriented media outreach.
Get The Complete Guide to PR Pitching by filling in the form.