How to pitch to journalists in 2026

Earned media is constantly evolving, and over the past year, journalists have been operating under constant pressure – tight deadlines, smaller newsroom budgets, and the never-ending deluge of pitches filling their inboxes. Journalists are busy, we all know that, but they’re also humans with a job to do. Coverage is earned when pitches are not only newsworthy, but relevant to the journalist, and if you want to stand out in a full-to-the-brim inbox, it’s crucial you’re pitching with strategy, intention, empathy and precision. 

Firing out press releases without strategy is relying on luck – something PR professionals can never do. Gone are the days where anything could be picked up by the press, the news cycle is saturated and evolving faster than ever, and with social media in the mix, cutting through the noise and gaining coverage is the hardest it’s ever been. Campaigns must be representative of your brand or client, but also topical, appropriate and newsworthy, to appeal to journalists.

As PR professionals, we sit on the front line of media outreach, while balancing client expectations and the realities of the press landscape can be a challenge. Gaining earned media relies on context – context of your brand, context of the publication, and context of the wider news cycle. Pitching to journalists isn’t black and white, a template, or just something on your to-do-list; public relations boils down to humanity – communications and building relationships strategically.

Here’s a breakdown of the do’s and don’ts of pitching to journalists in 2026 – practical tips that will help you cut through the noise and build stronger, long-lasting media relationships.

The dos: What works

‘Do’ ask yourself “why should I care?”

Relevance is everything. Journalists are continuously appealing to their audience, considering ‘is this something my readers care about’, if the answer is no, the email will inevitably be trashed. 

Journalists shouldn’t have to dig through the contents of your email to find the hook, or decide whether it’s newsworthy, as a matter of fact, they simply don’t have time. Your pitch must lead with relevance. 

Consider how and why the story is relevant to the journalist and publication – have they published articles about similar topics before, does this align with their general bias, is this something that their audience would benefit from.

Context is all: consider whether your story is timely to the wider societal context, is it part of a wider cultural movement, is it relevant to current events and trends. Ask yourself how your story is adding value, what distinguishes this piece from previously published articles, are you offering fresh thought leadership perspectives, new data, product launches, or unique perspectives? 

Lead with relevance, because ultimately, journalists are offering value to their audiences.

‘Do’. Your. Homework.

A tale as old as time. Nothing is more off-putting to journalists than a pitch that’s totally inappropriate and misaligned to their audience. Keeping up-to-date with their latest coverage, and even their opinions on LinkedIn or X can be a great way to ensure you’re aligned with their point of view. 

Doing your homework on a journalist’s background helps you stay ahead of the curve, but also allows you to personalise your pitch – making them more convinced of its alignment with their publication. Not all journalist relationships are built by schmoozing them over breakfast, many are being able to reliably provide relevant information to support their pieces. Flattery for journalists often comes from truly being informed of their work, and contributing something that truly adds value for them and their readers. 

‘Do’ express humanity

In this ever-evolving digital world, the reality is, we’re often cutting through AI with humanity. 

Pitching can appear on the surface transactional, and PR professionals build relationships with longevity by expressing their humanity. Building rapport outside of ‘I need coverage’ is crucial for PR professionals. Being present at industry events, commenting on a journalist’s LinkedIn post, expressing that you enjoyed a piece they published, and expressing gratitude when coverage is obtained are all great ways to build memorable connections. 

Small interactions build trust, and in a world where everyone is busier than ever, taking time out of your day to express thanks and be present goes a long way. Politeness and being personable is memorable, and a journalist’s impression of you matters. 

‘Do’ Follow up

As we’ve already established, journalists are busy. Following up is a crucial part of pitching, but it’s important to do this with intention and strategy. 

Following up on an email allows you another opportunity to prove the value of your story, but choosing a random day or excessively chasing without intention won’t cut it. There’s nothing more off-putting than being badgered in your own inbox, a follow up should be a subtle nudge to bump your email back onto their radar – without pressure. Following up after 2 or 3 days ensures the journalist has actually had a chance to sift through their inbox, and allows them another chance to consider your story as valuable to them.

The don’ts: What to avoid

‘Don’t’ mislead journalists

I’ve told you a billion times not to exaggerate. Every PR professional wants their story to be enticing and exciting, but when your pitch claims a product or service is ‘revolutionary’ or ‘the world’s first’ when it simply isn’t can tarnish your reputation forever. 

Of course, when the product or service is truly the world’s first or revolutionary, with the facts to back it up, by all means sell this. But it’s a journalist’s job to investigate – if your pitch is misleading or factually incorrect, they’re unlikely to forget – and that trust could be lost forever. PR and journalist relationships, like all relationships, are built on trust, and thankfully, you can still be persuasive while also being honest. 

‘Don’t’ rely on AI

We’re no strangers to AI in 2025, and it can be extremely beneficial for efficiency – freeing up time to really focus on all the tasks that require unique human experience and expertise. But using AI to pitch without human input is not only lazy, but bad practice and extremely off-putting for journalists. 

Journalists are appealing to the people, providing real human stories to humans, and AI-written pitches simply won’t suffice. PR and journalist relationships rely on personalisation and  communications, so it’s important when you’re pitching to ditch the AI, ensuring your delivery comes from the head and the heart. Matching a journalist’s tone ensures you’re truly aligning with them to deliver personalised stories that add true value. 

‘Don’t’ forget: The devil is in the detail

After attending the Digital PR Summit in May 2025, something that kept cropping up from journalists was how something so small can be so impactful. Spelling and grammatical errors signal rushed, lazy work and lack of attention to detail, and even something as simple as misspelling a journalist’s name can be frustrating and off-putting. 

As a PR professional, you’re representing your client. If the content is sloppy or lazy, it’s not a good look for you as a PR or the brand you represent.  It’s important that anything being outreached is accurate and professional, and taking time to double check your work ensures you maintain your reputation.

‘Don’t’ ignore timing 

Timing is crucial for PR professionals, and it can make or break a pitch. Great stories can flop if the timing is not spot-on. News moves on so quickly, it’s important to ensure your story aligns with the news cycle, so not to miss the boat. Even the strongest stories can flop without strategic timing, even news that everyone is talking about one day, can be overtaken by the next hot topic within 24 hours. The last thing we want is to risk our strongest stories being too late to the party to be relevant, so timing is crucial for newsjacking opportunities.

My final thoughts…

With AI tools pumping out more noise than ever, the human side of PR matters most. Journalists don’t want generic, automated pitches; they want a real person who understands their approach, and can offer something genuinely valuable. 

Clients want coverage, but journalists want relevance, speed, and honesty. Pitching is never going to be easy, but if you respect the journalist, what they do, and their time, and offer relevant stories that add value, you’re onto a winner. Digital PR often feels like luck and being in the right place at the right time, but under the surface, PR requires much strategy and experience. It boils down to mutually beneficial partnerships with journalists, where you can both add value – journalists, to their audience, PRs, to their clients.

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