PITCHING ISN’T DEAD, BUT IT HAS EVOLVED: WHAT JOURNALISTS EXPECT IN 2025
In 2025, pitching a story to journalists is no longer just about crafting a compelling narrative – it’s about deciding how to deliver it.
The traditional press release still holds immense value for journalists, with nearly three in four naming press releases as something they’d like to receive from PR professionals. However, journalists are inundated with an overwhelming influx of templated outreach, AI-generated press releases and generic content.
In fact, 61% report receiving over 100 pitches a week, with 43% saying that the majority are irrelevant to their subject specialism or poorly targeted. Only 7% consider the pitches they receive to be relevant more than half the time, making it increasingly difficult for genuinely newsworthy stories to stand out.
Breaking through the noise now requires more than a good story. It demands a strategic, format-aware approach that reflects the realities of modern journalism.
Why format matters more than ever
To get noticed, format now plays a critical role. A short, impactful video, an eye-catching carousel, a voice clip that adds personality, or an interactive asset like a calculator or map – a story accompanied by one of these formats could be the difference between being opened or ignored.
Multimedia is no longer an afterthought; it’s a strategic advantage. According to Cision’s 2024 State of the Media Report:
“Multimedia is among the types of content journalists want the most from PR professionals – and the right multimedia can be the key to securing coveted earned media coverage.”
Video, in particular, continues to stand out. In 2024, 66% of news audiences consumed short-form video weekly, while 51% engaged with longer formats of video. The trend is clear: visual storytelling is now central to how people engage with news.
But it doesn’t stop there. Infographics, social-ready clips, carousel explainers and even voice clips can all add a layer of clarity and personality that plain text can’t deliver. Images are still the most popular form of multimedia, but this is closely followed by infographics and surveys.
“It’s key to see that whoever is pitching has read our site and understands the content that we cover, with all pitches related back to the marketing angle,” Amrit Virdi, a reporter at Marketing Week, says. “Ideas of who is available for interview and high-res imagery we can use attached to the email are also beneficial to see.”
Respect journalist workflows to build better PR relationships
We know journalists operate in fast-paced newsrooms (or remotely, with leaner teams), juggling tight deadlines and multiple content channels from websites and newsletters, to TikTok and podcasts.
The modern media cycle is relentless, and with newsroom budgets continually shrinking, many journalists are now expected to do the work of an entire team: researching, writing, editing, publishing and promoting stories across platforms, often within a single day.
With this increased workload and decreased bandwidth, journalists simply don’t have time to wade through long, meandering pitches or chase down missing assets. That also means rethinking how to pitch to them. Cold calls, generic emails, or voicemails with lengthy scripts often go unanswered.
“The days of long pitches are, thankfully, over. With newsrooms cut to the bone, I very rarely answer my phone these days unless I know or trust the number as I simply don’t have time to listen to an account executive reading out the same script they’ve been doing all morning,” says Sam Metcalf, editor at The Business Desk.
“I don’t blame them at all for doing this; they’ve been told to do it and it’s (probably a very daunting) part of their career progression, but it feels incredibly old fashioned to me nowadays. And I’ve noticed a worrying trend of pitching and chasing via WhatsApp. Leave me alone… I’m trying to watch Coronation Street!”
The latest research highlights that email remains the preferred method for journalists to receive pitches in 2025, with 87% indicating it as their top choice. In contrast, only 2% prefer phone calls, and 19% do not want to be contacted on social media by a comms professional they have not met.
Additionally, repeated follow-ups can be counterproductive, as 50% report that persistent contact leads them to block PR professionals.
Influence beyond traditional media
Effective pitching requires a clear understanding of where journalists and media influencers spend their time and meeting them there.
Podcasts and Substack newsletters, for example, have emerged as powerful platforms where journalists and influential media-savvy voices hold significant sway. Podcast listenership has been increasing year on year in the UK, reaching an estimated 15.5 million listeners in the most recent figures for 2025.
Nearly 40% of people under 30 get their news from influencers, regardless of whether they are journalists. As a result, it’s no longer just journalists at major outlets shaping the narrative. Influencers with niche, engaged audiences play an increasingly vital role in how stories spread and resonate.
This shift expands both the challenge and the opportunity. To resonate, brands must understand these creators’ platforms and audiences, tailoring stories to match their tone, timing and style. Done well, it opens doors to new, highly engaged communities that traditional media may not reach.
From data to story: tools that elevate coverage
In addition to choosing the right format, incorporating data-driven insights and interactive elements is becoming a game-changer in pitching. This year, for nearly two in five journalists, data is playing an even larger role in how they approach their work, as they seek stories backed by compelling, relevant statistics.
But this isn’t just about numbers. Interactive tools like calculators, dynamic maps or visual charts allow journalists – and audiences – to engage with content in ways that are personalised and intuitive. These assets help decode complex information, boost time-on-page and enhance editorial value.
For example, a regional heatmap can quickly reveal trends at a glance, while a personalised calculator makes an abstract stat meaningful for each user. Providing data and tools not only strengthens a story, it saves journalists time and adds value for their audience.
A multi-format, multi-channel approach
A successful pitch must blend creativity with data-driven insights to ensure it stands out and truly connects. The key is delivering content in ways that fit the journalist’s or influencer’s platform and audience preferences, making the message not just heard, but felt.
This mindset goes beyond experience; it reflects innovation and adaptability. It means anticipating trends, not just reacting to them, and proactively shaping how stories are told and shared. For brands and PR professionals aiming to thrive in 2025 and beyond, embracing this evolution is no longer optional – it’s essential.
“What’s new for 2025? A whole slew of AI-written press releases. Don’t do it; if the Oxford comma doesn’t give it away, those long hyphens and overwrought adjectives will. A good pitch can only go so far – ultimately it’s the story that counts. That’s what’ll set your story apart from the around 1,000 other press releases I get a day,” Metcalf adds.
“And once I’ve been sent a solid, well-written story or two, I’ll know who I can trust to send me the good stuff. And even if that drops off for the odd fluffy press release, I’ll probably use those too as I know that they’ll be back next time with a belter.”
Final thoughts
The media landscape hasn’t just changed, it has been upended. And while strong storytelling still matters, how and where those stories are told now makes all the difference. For marketers, comms leads and brand teams, getting earned media today means thinking beyond the press release.
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