If you’ve spent any time in public relations, you’ve heard a version of this request from a client: “We want to be in The Wall Street Journal.” Fair enough, who doesn’t?
But wanting coverage and earning it are two very different things, and the gap between them is where a great media strategy lives.
According to Muck Rack’s State of Journalism 2026 survey, nearly half of journalists say PR pitches are seldom or never relevant to their work. And the majority of journalists report that only 1 to 10 percent of their published stories ever started with a pitch at all!
This is the uphill battle that PR professionals face.
Here are four key points to keep in mind as you work to secure media coverage in a world of shrinking newsrooms and high-speed media cycles.
- Wider outreach is not better outreach
“Spray and pray” is all too popular when pitching a story, especially at massive media events like RSAC. The journalists on those media registries are inundated with hundreds of pitches, most of which are not relevant to their beat. According to the Muck Rack data, irrelevance is the single biggest reason journalists delete a pitch without a second look.
The most successful stories I’ve landed for clients are not the ones based on pitches sent to a massive list. Rather, they were delivered to a curated group of journalists who directly cater to the story’s audience. Pitching more journalists does not always mean more coverage!
- The best relationships are built before you need them
Here is a dynamic that trips up a lot of companies: journalists at major trade shows and conferences, whether it is CES, Black Hat, InfoComm or other events, often lock their schedules months in advance. By the time you are booking flights, their calendars are full.
These conferences are an excellent way to make an authentic connection with a journalist without the added pressure of pitching an announcement to them.
The companies that consistently earn top-tier coverage are the ones building reporter relationships consistently, not just when a product launch is looming. A brief, genuine introduction in January can make a real difference come June. Nobody likes that friend who only calls you when they need something!
- Reporters are not waiting for stories
Journalists at top outlets are already sourcing stories. Your job is not to interrupt that process but to fit into it.
That starts with knowing what is making headlines the week or even the day that you’re sending the pitch. If there is a massive cyberattack on a big-name company and you’re pitching a security company, don’t bury that! Tying your story to what the journalist is already writing about is a great way to earn a read, start a conversation and build a relationship.
The same logic applies to reporters themselves. Personalization is king, so make sure you know what they’ve been covering. Muck Rack data says half of journalists delete pitches that look like mass emails.
- Earning the story is half the job
When a story goes live, most companies exhale and move on. The brands that build lasting media relationships do not.
Start by amplifying the coverage. Share it across company social channels. Include it in a newsletter. Make sure your executive team is engaging with it publicly. Reporters notice when brands put real weight behind their stories. It tells them working with you was worth their time.
Actually read the story and follow up with the reporter. This can go a long way! This is about making sure their time and work is valued. It can keep you top of mind the next time reporters are working a story in your space and need a source.
One placement can be the start of a relationship that bears fruit for years to come!
Securing top-tier media coverage is about understanding the media landscape, doing your homework,and treating journalists like partners and not Santa Claus. The PR professionals who are most successful play the long game by building long-lasting relationships, selectively pitching and following through after the story runs.
Stay true to those pillars, and coverage will follow!
