By better understanding the needs of journalists, we are able to better serve our clients. You know there are a million reasons why this would happen.

Journalists receive hundreds of emails a day, so PR professionals need to be clear and direct about what they’re offering. Reporters want pitches that quickly explain the story idea, why it matters, and why it’s relevant right now. Anything that feels vague, overly promotional, or buried under long introductions tends to get ignored.

Journalists also want real news value. They’re looking for solid data, meaningful insights, or expert commentary that helps them tell a stronger story. If the pitch doesn’t have a clear angle or doesn’t feel newsworthy, it won’t stand out in a crowded inbox.

Speed matters too. When a journalist expresses interest, they often need details, quotes, or background information immediately. PR pros who respond quickly and accurately build trust, while delays can cause a reporter to drop the story entirely.