The Public Relations Blog

When it comes to earned media, placement matters as much as the message. A great story in the wrong outlet might as well not be shared at all. That’s why one of the most strategic decisions in earning media coverage is selecting where you pitch your story and why.

 In this episode, former CNN producer Tiffany Anthony joins host Jason Mudd to discuss media relations best practices, newsroom operations, and journalist preferences. 

Tune in to learn more!

No one enjoys a cold email that misses the mark, especially journalists. With overflowing inboxes, daily deadlines, and shrinking editorial teams, reporters are more selective than ever about what pitches they open, consider, and actually pursue.

When you invest in a public relations agency to secure earned media coverage, you might expect to receive a list of all the media contacts they send pitches to on your behalf. However, due to licensing agreements with media database providers, PR firms are legally restricted from sharing media lists outside their agency.

Almost every day, a prospective client asks us, "How many reporters do you know?"

At first, this seems like an important question. After all, knowing reporters should make it easier to land media coverage, right? The assumption is that connections are everything in public relations. And while relationships are crucial, there’s a much deeper game at play.

Earning media coverage is only half the job. What happens after the story runs matters just as much. When done well, sharing earned media across your owned channels extends its reach and reinforces credibility. When done poorly, it turns solid reporting into something that feels self-congratulatory or overworked.

The difference comes down to restraint and good judgment.

Investigative reporters approach stories quite differently from daily beat reporters. They aren’t looking for announcements or expert commentary to support their articles. They’re looking for patterns and inconsistencies and working for accountability.

Understanding how investigative journalists work can help your company spot risks, evaluate media opportunities more effectively, and anticipate questions that may catch your expert off guard.

When a reporter calls for expert insight, they’re not asking for something an AI assistant could write. They want real perspective. Industry experience. A quote that helps move the story forward.

And yet, some companies still try to save time by responding with AI-generated answers. The problem? Reporters can spot it instantly. It’s vague. It’s safe. And it’s missing the voice of someone who actually knows what they’re talking about.

Mistakes happen. A quote gets trimmed a little too much, and the meaning isn’t as clear or completely changes. A statistic is printed incorrectly. A headline lands in a way that makes you wince. You feel pressure to get it changed ASAP.

Most media pages are designed for the brand, not for journalists. They’re filled with marketing language, outdated and irrelevant links, broken images, or PDFs buried behind four clicks. Then companies wonder why reporters don’t use them or why the coverage they earn doesn’t get the facts right.