A media relations strategy is the system a brand uses to earn press coverage: who to contact, what to offer them, when to reach out, and how to sustain the relationship after the story runs.
The system matters more now than it did a decade ago. U.S. newsroom employment fell 26% between 2008 and 2020, and newspaper newsrooms fell 57%, according to Pew Research Center. The reporters who stayed absorbed the beats of the colleagues who left. A reporter who once covered one industry now covers three, with less time for each. Most pitches still arrive written for the newsroom of a decade ago.
Here is the strategy that earns coverage in the newsroom that actually exists today. For the wider process, from building a media list to measuring coverage, see the media relations guide.
How Do You Get Coverage When Reporters Have Half the Time?
1. Read the reporter’s last five pieces before writing a word. A staff directory lists a beat. The beat label describes what a reporter covers in theory. The reporter’s last five published pieces show what they are covering in practice, including which sources they use and which angle they favor. Pull those five pieces before drafting anything. A pitch built on the last five pieces reads like it was written for that specific reporter, because it was.
2. Personalize the pitch to a demonstrated interest. Reference the reporter’s own recent work directly: “Your piece on X raised a question my client can answer with new data.” One sentence of specific reference does more than three paragraphs of boilerplate. Reporters open pitches that show they were read individually. They delete pitches copied across a media list of two hundred names. The media pitch guide has copy-ready templates and subject line formulas for this step.
3. Lead with data or an exclusive. A reporter covering three beats has little time to build a story from a generic announcement. That reporter has time to write up a data set, a survey, or an exclusive worth publishing before a competitor gets it. Offer something the reporter cannot get from the press release: an early look, a proprietary number, or a source willing to go on record with something new.
4. Time the pitch to the news cycle and respect the embargo. Send a Tuesday morning story on a Tuesday morning, not on a Friday afternoon when the reporter is closing out the week. Set an embargo only when there is a genuine reason to hold the story, and state the terms in writing. Break an embargo once, and that reporter treats every future email from the sender as suspect.
5. Build the relationship between the news moments. Most executives contact a reporter only when they need coverage. Reporters remember who shows up outside launch windows: who sends a useful data point unprompted, who makes an introduction to a source, who answers a question on background without asking for anything back. Eighteen months of small, useful contact produces the relationship that earns a callback in the ninety minutes before deadline. After a story runs, the guide to capitalizing on PR covers how to thank the reporter, track the mention and reuse the coverage.
What Do Journalists Actually Want From a Pitch Now?
Newsroom cuts changed how reporters decide what to cover. Muck Rack's 2025 State of Journalism survey, summarized by PR News, found that 86% of journalists delete pitches they find irrelevant, 69% prefer pitches under 200 words, and half call one follow-up acceptable, ideally three to seven days after the first email.
1. An exclusive over a shared announcement. A story only that reporter has generates the traffic that justifies keeping the beat staffed. A pitch sent to twenty outlets at once competes for attention it has already lost.
2. Data over adjectives. A chart survives an editor’s scrutiny. A quote about being “thrilled” does not carry a story on its own.
3. A source willing to go on record. A reporter covering three beats values a client executive who answers questions directly and by deadline over one who requires three rounds of approval for a two-sentence quote.
Build the pitch around what the reporter can publish with minimal additional reporting, and the strategy adjusts itself to the newsroom that exists today.
The Traps
Mass-pitching a media list. A pitch sent to two hundred reporters at once reads as exactly that in the first sentence. The reporters who notice remember the sender’s name for the wrong reason.
Pitching the beat, not the person. Two reporters can share a beat label and cover it in opposite ways. Match the pitch to the individual’s demonstrated interests, not the title on the masthead.
Following up on the wrong clock. A follow-up inside 24 hours reads as pressure. A single follow-up after three to seven days, carrying new information, gets read.
Treating an embargo as a suggestion. State the terms in writing. Confirm the reporter has accepted them. Hold them exactly. A broken embargo travels through a reporter’s network faster than the story would have.
Showing up only when the client needs a story. Reporters keep a mental list of who is useful year-round and who calls only during a launch. That list determines who gets the callback when the client needs it most.
FAQ
How do you get press coverage without an existing relationship with the reporter? Read the reporter’s recent work. Reference it specifically in the first line of the pitch. Offer something concrete the reporter cannot get elsewhere: an exclusive, a data set, or a source. A first pitch with no relationship history still earns a response when it demonstrates research and offers real value.
How many reporters should a brand build relationships with? In Torossian's experience, ten well-maintained reporter relationships produce more coverage over two years than a media list of five hundred names contacted once. Depth outperforms breadth in a media relations strategy built for a smaller newsroom.
What is embargo etiquette? Give the reporter the story ahead of a set publication time. State the embargo time explicitly in writing. Confirm acceptance before sharing embargoed material. Never assume silence is acceptance. Never share embargoed material with a second reporter without disclosing that fact to the first.
Where Should You Read Next?
The media relations guide is the hub for this topic, and the press release guide covers the announcement itself. For the earned-coverage side, read earned media. For how the reporter's role is changing as AI assistants answer first, see the reporter is no longer the gatekeeper.