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.

Another thing journalists appreciate is preparedness. When PR professionals provide images, bios, fact sheets, or supporting research up front, it saves the reporter time and makes the story easier to publish. Having these assets ready shows professionalism and respect for the journalist’s workflow.

Understanding a reporter’s beat is equally important. Journalists want pitches that are clearly tailored to their publication and audience. When PR pros take the time to read past articles and personalize their outreach, it increases the chances of a strong relationship.